Active and passive prospecting: win new customers with these sales strategies

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Active and passive customer prospecting is the first phase of the sales process. In this stage, we look for potential buyers for the solutions that the company offers.

However, we don't just want to find potential consumers, but rather people willing to take advantage of all the qualities of the product. We want them to fall in love with it so much that they become brand ambassadors.

Therefore, prospecting is not about making thousands of calls student database sending emails randomly. We need planning, cadence flows and efficient approaches.



How does customer prospecting work?
Customer prospecting is mainly used in complex sales processes, where the consumer needs to make several decisions.

When buying an apartment, for example, the investor must decide on the neighborhood, the size of the property, the floor, the sun exposure, the finishes, among other factors. It is no wonder that this purchasing journey can take several months.

In retail, however, negotiation is much faster, as the consumer makes few decisions. In this case, the journey can last a few hours or even minutes.

Complex sales involve long contracts, high-risk transactions and the possibility of new business. That's why prospecting is a great ally: it builds relationships.



The following are part of customer prospecting:

Well-targeted calls and cold calls
Sending personalized emails at the beginning and after important meetings
Keep follow-ups up to date


What is active and passive prospecting?
You can contact your customer in several ways: social media, advertisements, phone calls, emails, events… The choice between one approach or another depends on the strategy adopted and the objectives that have been defined.

But what differentiates active and passive prospecting?

While in active prospecting, you come into direct contact with the potential consumer, in passive prospecting, actions are created to spark the lead's interest .

Active prospecting is often called outbound marketing , and active prospecting is often called inbound marketing . This is a misconception , as outbound actions, such as sponsored links, are categorized as passive.

Both are important for your business and require constant monitoring. By defining the ideal metrics, you will be able to monitor the progress of each approach and suggest improvements.

However, an efficient strategy chooses one of these approaches as a focal point. This makes it easier to control processes and collect consistent data.