Sales Customers VS Prospective Customers

Introduction

In the business world, understanding your customers is vital. But not all the customers are the same. That’s why we usually make a distinction between “prospecting customers” and “sales customers”.

Identifying the differences between those two is a critical point for your sales and marketing strategy.

That’s why in this blog post, we’ll guide you through the points that make those two kind of customers uniquely stand out, identify their needs, and find how they can both play a role in achieving your business goals.

Prospective customers

Definition

The first kind of audience that can be interested in your business is called the “prospective customer”. Sometimes also referred to as “lead” or “prospect”, they represent the group of visitors that may become interested in your offering, but didn’t perform a purchase yet.

Examples

There can be many different prospects, depending on their stage in the sales cycle. They can be remotely interested in your product, or considering an immediate purchase. They may already purchase products from your competition or never heard about your offering.

Role

Prospective customers are the source of all future customers. They play the role of fuel for your future sales. It is thus primordial for you to try to have as many as possible of prospective customers that have as much interest in you as possible.

Indeed, the more you’ll have, the more will convert later into real sales. And, if they are very interested in your topic, you’ll need a lower effort to make them buy.

Sales Customers

Definition

Sales customers, on the other hand, represent the most common type of customers: the people that already purchased your products.

Examples

Like with prospective customers, there are many different buyers. They can be:

• new customers
• frequent (loyal) customers
• small customers
• large customers

They will all serve a different role in your business, but none of them are to be neglected.

Importance

Without customers, you will quickly be out of business. Indeed, buying (sales) customers are the ones that directly contribute to the revenue of your company by bringing some cash flow.

They are also the main reliable source of feedback, to help you grow.

They can even help you get other customers by serving as an advocate for your business.

Strategies

For prospective customers

The main goal when it comes to prospective customers is to acquire them. Make sure to be visible by providing content that could attract the customers you want to get. Online presence (on the internet, in communities, in social media, and in search engines) is key here. Make sure to be where your future customers are to have a chance for them to see you.

If your prospective customer is not ready yet for a purchase, you’ll need to “nurture them”, which means providing them with as much information as possible to trigger a purchase intent on their side. In this step, it’s important to show: show your product, your offering, and your unique points.

Make sure to have the right tools and analytics set up, because handling a large volume of data may not be easy, especially if you need to track everything by hand.

For sales customers

Sales customers are different than prospective customers. So, you’ll need to handle them in different ways.

First, make sure they don’t go away. Try to make your customers as loyal as possible. Indeed, it’s much harder to get new customers than to keep a good one. So, try to offer the best service. Check in regularly, show your value, and improve based on their feedback.

Try to make your customers recommend you. Make them talk with their family, their friends, and their colleagues. Build a community. Be sure that your content is easy to share, for instance by leveraging viral marketing strategies, or, by creating a referral plan.

Finally, don’t forget to upsell. Your existing customers may be interested in buying more. Maybe they don’t know your full offering or are not aware of some volume discounts or advantages. This can sometimes be an easy way to get a few more sales.

Here, the lead management tools you’ll use will have to be much more focused on the details. Your customer base will probably be much smaller than your list of prospects. So you’ll have to focus on details: plan regular follow-ups, make sure you never forget any call or any email, etc…

Conclusion

Understanding the differences between prospective and sales customers is essential for crafting effective marketing and sales strategies. Prospective customers require education, engagement, and nurturing to move them through the sales funnel. Meanwhile, sales customers thrive on consistent relationship management, personalized experiences, and opportunities for further engagement through cross-selling, upselling, or loyalty programs.

By addressing the specific needs of each group, businesses can create more meaningful connections, enhance customer satisfaction, and drive sustainable growth.

Ready to take your marketing and customer management to the next level? Don’t hesitate to try Touchlead, our all-in-one marketing software designed to help you identify, nurture, and retain customers seamlessly, whether they are at the prospection or sales step.

With tools for CRM, marketing automation, analytics, and more, TouchLead empowers you to turn prospects into deals, and customers into loyal advocates. Start your journey with TouchLead today!