You're Losing 19% of Your Customers Each Year - How to Prospect Customers Effectively

Watch the video version of this article! ⬆️

Customer Prospecting Starts With One Critical Question

Before you make a single call, run an ad, or send an email, ask this:

Who exactly are we targeting?

“Anyone who has a problem” is not a target market. It’s a guess.

Strong prospecting begins with clear segmentation, such as:

• Location

• Company size

• Industry

• Demographics

• Budget capacity

A dentist in Sydney doesn’t prospect in Perth. A commercial fit-out company shouldn’t chase small projects with low margins. A skincare brand for acne doesn’t target people in their 60s.

The clearer your target, the more efficient your prospecting becomes.

Stop Targeting Everyone

Businesses that prospect well can describe their ideal customer in detail.They give them a name. An age. A role. A frustration. A daily reality.

When a business says, “Our customer is anyone,” it’s a red flag. That usually means wasted time, wasted money, and inconsistent results.

Clarity creates focus. Focus creates results.

Passive vs Active Prospecting

Once your target market is defined, you move into action. There are two main approaches:

Passive Prospecting

This includes:

• Content

• Videos

• Blogs

• Advertising

• Media exposure

Passive prospecting scales well and works around the clock. Technology and AI now make this easier than ever. But it relies on people coming to you.

Active Prospecting

This requires movement:

• Phone calls

• Direct outreach

• Personalised videos

• Follow-ups

• Meetings

Active prospecting is targeted and deliberate. You’re speaking directly to decision-makers, not broadcasting to the masses.

The strongest businesses usually do both.

Three Things You Must Understand Before You Pitch

Whether prospecting is passive or active, your success depends on answering three questions:

1. What’s Most Important to Them?

Not what you think matters — what they say matters.

• Speed

• Service

• Quality

• Price

• Reliability

If you don’t know, ask. Or survey. Or listen.

2. What Frustrates Them Most?

Every industry has pain points:

• Poor communication

• Missed deadlines

• Complicated systems

• Lack of follow-up

If you can remove or reduce frustration, you’re already 70% of the way in.

3. What Are They Skeptical About?

Today, customers are cautious. They’ve heard promises before.

To overcome skepticism, you need:

• Facts

• Testimonials

• Demonstrations

Don’t just tell people it works. Show them.

The Real Cost of Ignoring the 19%

Every year, that loss compounds. If you’re not actively replacing and exceeding that number, your business slowly declines — even if revenue looks stable on the surface.

Prospecting isn’t optional. It’s survival.

Passive, active, or both — the key is intentional action.

Final Thought

You don’t need more luck. You don’t need more hope. You need clarity, consistency, and deliberate prospecting.

Because if you’re not growing past the 19%… you’re already falling behind.

🎥 Watch the full video on YouTube

🌐 More free resources at: trevorambrose.com