How To Find New Customers

How To Find New Customers | How To Get Customers To Your Website



There are four proven action steps by which the sales & marketing manager can develop additional customers to expand the existing revenue base .


Action Step 1 –  Identify the geographical area where the development of cost effective new sales is most likely to be achieved.
In some cases the geographical area matching the criteria could be defined as both national and international.  But you should start with a geographically accessible target that is going to limit travel costs, and work your way towards more far flung targets. This will prioritize domestic sales within  a certain circumference from the company’s distribution hub.

How To Find New Customers | How To Get Customers To Your Website

How To Find New Customers


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Break down the larger selected area into smaller geographical segments where potential new buyers are located. A five hundred mile radius can be broken down into smaller radius.

Make a list and map of these targeted locations in a data base and allocate customer prospects to them.
This creates geographical clusters and facilitates sales visits efficiencies. A computer generated map with pin points for new customers offer an excellent guide for sales reps and help them to plan their visits.

Most Customer Relationship Management programs will have this capability, which should be linked to mobile smart phones for rapid tracking.

Action Step 2 – Select customer types that share common characteristics, defined as those who share a similar need for the kind of products and services, offered by your company. New customer growth, however, must be matched to the budget and cash flow projections.
Trying to expand too quickly can cause serious cash flow deficits. It may be best to select a smaller, but more viable range of prospects. The selection process should utilize Internet data and lists from  professional associations that group specific customers, or industry types.

Action Step 3 – Prioritize which customers with common characteristic should be contacted first and then subsequently. The best method to make a priority ranking is based on whether or not someone is acquainted with prominent buyers at the prospective customer.
Companies where such a buyer is known should be in the first tier of those contacted.  It doesn’t matter whether this is  on a personal or professional level.
It is logical that the chances of getting in a door improves when someone is known. In cases where there is no such contact use a well known existing customer as a referral.

Being a supplier to a company like Walmart will open new doors in the retail sector and elsewhere.

Action Step 4 – Contact those most familiar with your company: former customers who for some reason are no longer buying from you, but who may still recognize the quality, value and services that your company provided.
Getting in touch with these former customers offers another chance of evaluating their current and  future needs, and showing them that you are in a better position to serve them than the competitors who have taken over the account.
List these old customers from past sales records. Obtain input from the sales personnel on why they decided to switch so that you can address their past concerns.

Following Through On The Action Steps

–           Prequalify the customer list. The internal, and commercially available customer lists will have many superfluous listings, which do not fit the targeted customer profile.
For example, there may be many large companies  whose demand would overpower the available working capital of your company.

–           Use the qualified list as a lead generator to set up sales visits, and as a mailing list for brochures and historical information. The mailing, by post or e-mail, of information cannot be expected to generate many leads or sales conversion , but it is useful to create name recognition in the targeted market, and facilitate the sales visit at a later date.

–           The information package should be followed up with telephone calls to the targeted customers in specific areas. A permission based e-mail program can replace the phone blitz. You should focus calls to all listed customers in a particular geographical area to facilitate and economize  sales visits.

Use the follow-up calls  to further qualify the leads, and to set up other visits by the sales  representative. The telephone calls or e-mail program should also serve to determine who the decision makers are, and whether there is an actual need for your products/services.

How To Find New Customers | How To Get Customers To Your Website

How To Get Customers To Your Website

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At the very least it should direct them to your website. If no visits can be set up, but the telephone call confirms a good match for your company, then another call or targeted e-mail should be made at a later date. In this manner you keep refining the potential new customer list.

–           When setting up sales visits concentrate on specific territorial clusters, which are within reasonable travel distance from one another. Expand the territorial reach in a progressive manner that matches funding capability.

–           Maintain a file with dates for subsequent telephone calls. Keep accurate records of all sales visits and follow up action in a prospects report or CRM software.

–           When contacting former customers who still fit the desired customer profile, provide them with a good explanation of why you are seeking their business again. Assuming that you lost them for some specific reason, like pricing or inability to properly serve their needs, address this directly and show them how you are now able to overcome past problems.

This could be through improved  productivity, more capacity, new automation, and new sales personnel.

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