Effective prospecting now requires that publishing content is part of the strategy conversation in almost every business.
The need to publish in marketing and selling activities has grown as today is more about being found—earning attention—and less about going out and hunting.
Prospecting has changed because buying has changed
When it comes to drumming up new business, the big challenge is always reaching the right individuals. In today’s buying environment, finding new prospects for your products and services, includes publishing content. Which maybe the most powerful prospecting tool that can get attention, go out there and make a case for your business, offer proof that you can provide a solution, share facts and make a very specific offer or define the next steps.
The VIP Very Invisible Prospect
Today’s consumers and buyers are invisible until they’re ready to purchase. They don’t call up a company and ask for a brochure or wait for a salesperson to come calling. Today’s consumer and buyer does their homework online, asks their network for suggestions and essentially creates their own brochure.
Much of what you have to do to attract and be found by that consumer and buyer is publish educational content and it applies across the business in audience development, sales and even service.
Prospecting Through Publishing
Today’s organizations must be ready to publish and demonstrate solutions. Every organization should focus on the problems and desires of the prospect via publishing, participating in social media and conducting online and offline seminars.
When you develop a reputation for being helpful, useful and relevant through publishing, then you get invited to places where you have the opportunity to sell.
Any company that wants to get found online or offline, attract prospects and ultimately grow their business, needs to get serious and strategic about publishing the right content, in the right format, in the right place and at the right time.