In marketing, a prospect is a consumer or a company that has shown some interest in your products or services, but has not yet initiated any business contact. That is, it is a potential buyer.
In this sense, we must differentiate between two objectives: on the one hand there is the segmentation of customers or definition of target audience and on the other hand there is the objective of having a prospect, which would fall within the segmentation of customers that has been previously defined.
Differences between prospect and lead
First we must understand that every prospect is a lead, but not all leads end up becoming prospects.
Starting from this premise, we must analyze the quality of each lead that enters a company. In this way it will be possible to evaluate if it is a possible prospect or not, to invest time and resources in it.
When a user leaves their data on the company’s website, that is, they become a lead, we really do not know if they need to acquire our product or if they have the capacity (for example economic) for it. At that time we only know that he has shown some interest in the company.
The next step, once you have found out if you are a potential prospect, you must provide the necessary resources to become a customer. To do this, the company must have an impact on this prospect in order for it to become profitable.
A prospect can be a lead with whom the company has spoken on the phone or with whom it has corresponded via email. In addition, it can also be someone who asks through a chat or social networks for a certain product or service.
How to get a prospect
To get leads to become prospects, a company must have a strategic recruitment plan. To do this, the most important thing is to be clear about what can be contributed to the client, to offer something unique and special. On the other hand, you must take into account what type of product is offered and the price it has.
For a lead capture plan to work, the company’s website must have a number of points. Among them, the main one is to have a good form on the web that attracts attention. They can also be captured through Facebook or Instagram Ads campaigns that lead to a landing page.
The moment this lead becomes something else, the communication between said lead and the company must be bidirectional. That is, when you respond to emails or calls from the company.
In short, the prospect is the consumer or company that has some interest in buying a product or service and can be a former customer or not.