It’s nearly impossible to grow your business without being diligent in your prospecting efforts. Simply put, business growth requires you to identify target customers, providing your sales team with new opportunities. As we noted in a recent blog post, “Prospecting can denote any activity used to increase the pool of potential buyers, or to nurture leads that may have grown cold.”

It’s crucial to understand that not all prospecting efforts are created equal, and in some cases, a business owner’s noble intentions are detailed by unfortunate errors. One way to keep your prospecting efforts on track is to become more aware of these errors in advance.

What are the Most Common Prospecting Errors?

Consider a few of the most commonplace prospecting errors, along with some tips for avoiding them.

1) Failing to research your prospects

In order to determine whether someone is really a viable prospect, and also to ensure you can properly communicate their potential value to your sales team, it’s crucial to do a little research on the front end.

For B2B prospecting, this means understanding a potential prospect’s industry, assessing their market position, and knowing the decision-makers or stakeholders you need to be engaging in outreach.

2) Relying on cookie-cutter messaging

It may seem easy and efficient to use one-size-fits-all messaging for your business prospects, but the truth is, this approach seldom garners good results.

To engage potential prospects, and to interest them in your value proposition, your sales team needs to use personalized messaging. Draw from your research to acknowledge specific needs, goals, or pain points, and to position your brand as a potential solution.

3) Skipping straight to the hard sell

When you work in sales, the temptation is always, well, to sell. And yet, jumping straight to the hard sell isn’t always the best approach in prospecting.

In fact, it’s usually much more advantageous to establish rapport, to cultivate trust, and to showcase your thought leadership. Earn an audience with your prospect before you jump straight into your most aggressive pitch.

4) Not scheduling dedicated time to prospect

Another common mistake that business owners make is prospecting only when they find the time.

To maintain a healthy sales pipeline, diligence is crucial. You should be scheduling regular blocks of time devoted solely to prospecting, or else investing in an outsourced prospecting service that can aid you in continuous business development.

5) Giving up too easily

When one prospect fails to respond, it can be tempting to move on to the next one. Keep in mind, though, that most prospects will need multiple touch points, potentially spread across different channels. Don’t give up too easily! Remember, prospecting is a process, and it’s always going to take some time.

Steer Clear of These Prospecting Errors

At Piedmont Prospecting, we’ve got a proven track record helping small businesses with ongoing development. We’d love to talk further about your prospecting needs, providing the expertise you need to avoid these common pitfalls. Reach out to our team at your convenience!