How to Prospect Better
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How to Prospect Better: Existing Customers vs. New Ones

Prospecting is the lifeblood of any sales organization. It involves identifying potential customers and engaging them to convert prospects into buyers. Sales teams often face the dilemma of whether to focus on existing customers for upselling and cross-selling opportunities or to seek out new customers. Additionally, many sales professionals struggle with getting past gatekeepers and reaching decision-makers.

Focusing on existing customers offers several advantages. These customers are already familiar with your brand and have experienced the value of your products or services in the past. This familiarity can make it easier to introduce new offerings or upgrades.

Benefits of Prospecting to Existing Customers

Why should you append the time to prospect existing clients that are in your orbit already? Here are some benefits of the same:

  • Higher Conversion Rates: Existing customers have a higher likelihood of purchasing additional products or services. They trust your brand and are more receptive to new offers.
  • Lower Acquisition Costs: It’s generally less expensive to market to existing customers than to acquire new ones. The cost of advertising, outreach, and nurturing is reduced.
  • Increased Customer Loyalty: Regular engagement with existing customers can strengthen relationships and increase loyalty, leading to repeat business.
  • Strategies for Upselling and Cross-Selling
  • Understand Customer Needs: Use data and customer feedback to identify needs and preferences. Tailor your offerings to match these insights.
  • Segment Your Customers: Divide your customer base into segments based on behavior, purchase history, and demographics. This allows for targeted and relevant offers.
  • Personalize Your Approach: Personalization increases the perceived value of your offer. Use personalized emails, product recommendations, and special promotions.
  • Train Your Sales Team: Ensure that your sales team is well-trained in the products or services they are upselling or cross-selling. They should be able to articulate the benefits and address any concerns.

Benefits of Prospecting to New Customers

Acquiring new customers is essential for company growth and expanding your market reach. However, it presents unique challenges, such as building trust and overcoming initial resistance. Why do you need to prospect new customers while retaining your existing ones? Here are some benefits of focusing on this simultaneously:

  • Market Expansion: New customers help expand your market share and diversify your customer base.
  • Revenue Growth: Attracting new customers can lead to significant revenue growth, especially if they become long-term clients.
  • Innovation and Feedback: New customers can provide fresh perspectives and feedback, which can drive innovation and improvements.
  • Strategies for Prospecting to New Customers
  • Identify Target Audience: Clearly define your target audience based on demographics, industry, and behavior. Create detailed buyer personas to guide your outreach.
  • Leverage social media and Content Marketing: Use social media platforms and content marketing to attract and engage potential customers. Share valuable content that addresses their pain points.
  • Network and Referrals: Attend industry events, webinars, and networking sessions to meet potential customers. Encourage referrals from satisfied customers.
  • Use Technology and Automation: Use CRM systems, email marketing automation, and AI-driven tools to streamline your prospecting efforts and personalize communication.

Overcoming Barriers to Prospecting

Regardless of whether you’re targeting existing or new customers, several barriers can impede effective prospecting. Understanding these barriers and developing strategies to overcome them is critical.

Barrier 1: Difficulty in Reaching Decision Makers

Sales professionals often struggle to get past gatekeepers and reach decision-makers. Gatekeepers can include receptionists, administrative assistants, and lower-level managers.


  • Research and Preparation: Conduct thorough research to identify decision-makers and understand their roles and responsibilities. Use LinkedIn and other professional networks to gather insights.
  • Leverage Referrals: Use internal and external referrals to get introductions to decision-makers. A warm introduction increases the likelihood of getting a meeting.
  • Value Proposition: Clearly articulate the value of your product or service to the gatekeeper. Explain how it addresses the decision-maker’s specific needs and challenges.

Barrier 2: Lack of Effective Communication

Poor communication skills can hinder prospecting efforts. Sales professionals must be able to convey their message clearly and compellingly.


  • Training and Development: Invest in communication skills training for your sales team. Focus on active listening, effective questioning, and persuasive communication.
  • Customized Messaging: Tailor your messaging to resonate with the prospect’s industry, role, and specific pain points. Avoid generic pitches.
  • Storytelling: Use storytelling to make your message more engaging and relatable. Share success stories and case studies that demonstrate the value of your offering.

Barrier 3: Inadequate Follow-Up

Many sales opportunities are lost due to inadequate follow-up. Prospects need multiple touchpoints before making a decision.


  • Structured Follow-Up Process: Develop a structured follow-up process that includes regular check-ins via email, phone, or social media. Use CRM systems to track interactions and set reminders.
  • Value-Driven Follow-Up: Ensure that each follow-up communication provides value. Share relevant content, updates, or insights that address the prospect’s needs.
  • Persistence with Patience: Be persistent but patient. Follow up consistently without being pushy. Respect the prospect’s timeline and buying process.

Barrier 4: Limited Time and Resources

Sales teams often have limited time and resources to dedicate to prospecting, especially when juggling multiple responsibilities.


  • Prioritize High-Value Prospects: Focus on high-value prospects who are more likely to convert and bring significant business. Use data and analytics to identify these prospects.
  • Delegate and Automate: Delegate administrative tasks to support staff and use automation tools to streamline prospecting activities. This frees up time for sales professionals to focus on high-impact activities.
  • Efficient Time Management: Train your sales team in effective time management techniques. Encourage them to block dedicated prospecting time in their schedules.

Benefits of a Balanced Strategy

A balanced prospecting strategy involves integrating efforts to engage both existing and new customers. This approach maximizes growth opportunities and ensures a steady revenue stream. The benefits of a balanced strategy for your team can never be understated. Here are some of the key benefits that come to mind instantly:

  • Diversified Revenue Streams: Balancing efforts between existing and new customers ensures diversified revenue streams, reducing reliance on a single source.
  • Sustainable Growth: Engaging existing customers helps maintain steady revenue, while acquiring new customers drives growth and market expansion.
  • Comprehensive Market Coverage: A balanced approach ensures comprehensive market coverage, reaching various customer segments and demographics.
  • Implementing a Balanced Strategy
  • Segment and Prioritize: Segment your customer base and prospects. Prioritize high-value existing customers for upselling and cross-selling, while also identifying high-potential new prospects.
  • Tailored Campaigns: Develop tailored marketing and sales campaigns for existing and new customers. Use personalized content and messaging to address their specific needs.
  • Measure and Adjust: Continuously measure the effectiveness of your prospecting efforts. Use data and feedback to adjust your strategy and improve outcomes.


Effective prospecting is essential for the success and growth of any sales organization. By balancing efforts between existing customers and new prospects, sales managers can maximize revenue opportunities and ensure sustainable growth. By fostering a culture of persistence and strategic focus, sales managers can empower their teams to prospect more effectively and achieve outstanding results.

Meenakshi Girish is a professional Content Writer who has diverse experience in the world of content. She specializes in digital marketing and her versatile writing style encompasses both social media and blogs. She curates a plethora of content ranging from blogs, articles, product descriptions, case studies, press releases, and more. A voracious reader, Meenakshi can always be found immersed in a book or obsessing over Harry Potter.
Chandrani-datta-Content-Manager-Tripura-Multinational-Singapore-our-team 2
Chandrani Datta works as a Manager-Content Research and Development with almost a decade’s experience in writing and editing of content. A former journalist turned content manager, Chandrani has written and edited for different brands cutting across industries. The hunger for learning, meaningful work and novel experiences keeps her on her toes. An avid traveller, Chandrani’s interests lie in photography, reading and watching movies.

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