Saiba aqui a diferença entre lead e prospect e como são essenciais para os negócios

lead e prospect
6 minutos para ler

Mesmo em pequenas empresas, ter uma boa gestão de clientes faz uma grande diferença no desempenho do negócio. Porém, esses empreendedores nem sempre têm o conhecimento certo para facilitar o trabalho. Por exemplo, você entende a diferença entre lead e prospect? Esses termos são muito importantes na gestão do seu público.

Essas palavras não têm mesmo significado, mas as duas são usadas de tantas formas que é fácil confundir. A questão não é bem conhecer a definição de cada termo, mas sim entender o que eles representam em seu negócio e como você pode usar esse conhecimento em sua gestão.

Quer aprender mais sobre lead e prospect e como eles afetam sua empresa? Então acompanhe!

O que são prospects e leads?

Na linguagem do marketing, lead é alguém do público geral que demonstrou interesse no produto ou serviço da sua empresa e apresenta alguma chance de fazer a compra. A característica chave do lead é que, em seu interesse, ele também disponibiliza algumas informações pessoais, como seu nome, idade, etc. É um dos primeiros estágios do funil de vendas.

Já o prospect é aquela pessoa que está bem próxima de se tornar um cliente, que já demonstrou interesse de compra e tem recursos financeiros para isso. Mesmo que ele ainda não esteja pronto para fechar negócio imediatamente, ele ainda tem alto potencial. Sendo assim, você deve ficar bem próximo desse público.

Existe ainda um meio termo entre os dois, chamado de “suspect”, ou “suspeito”. Como o nome deixa a entender, é uma pessoa que provavelmente vai se tornar um cliente, mas ainda não é possível ter 100% de certeza. Talvez ele precise de mais algum tempo e informação, ou ele não faz parte do tipo de público que você busca.

A ideia que você precisa entender é que, em qualquer empresa, seu público passa por uma jornada de compra, aprendendo um pouco mais sobre o problema e como seu negócio pode solucioná-lo.

Como usar esses termos para melhorar seus negócios?

Agora que você entende melhor o que é lead e prospect, descubra como esses termos podem ser úteis para a gestão do seu negócio. 

Leads qualificados

Um lead qualificado é alguém que entende a própria demanda e o papel dos seus produtos e serviços para atendê-la. A grande vantagem desse tipo de cliente é que ele simplesmente não dá muito trabalho à sua equipe de vendas. Ele chega na empresa sabendo o que está procurando e como solucionar o problema. Tudo que falta é você entregar essa solução.

Uma boa estratégia de marketing é você mesmo qualificar seus leads, oferecendo conteúdo por meio de blogs, vídeos ou mesmo presencialmente, no momento do atendimento. Isso pode exigir algum tempo, mas os resultados tendem a ser expressivos no médio e longo prazo. Depois de tirar suas dúvidas, será mais fácil fazer uma oferta de valor.

Taxa de conversão

É um termo geral para representar a eficiência do seu funil de vendas. Caso você não conheça, o funil é uma representação do processo de venda, em que cada estágio é marcado em uma altura da figura. Entre um estágio e outro da jornada do cliente, apenas uma porcentagem do público avança a cada vez, de modo que apenas uma pequena fração do público atingido originalmente acaba fechando negócio.

Sendo assim, uma taxa de conversão mais alta indica que você está fazendo um bom trabalho para trazer o público mais para perto da decisão de compra. A ideia aqui é verificar a relação entre custo e benefício das suas campanhas. Taxas mais elevadas significam que a rentabilidade do investimento foi maior.

Acompanhe dados sobre seu público

Independentemente do seu segmento, durante a prospecção você precisa de dados concretos para tomar boas decisões de negócio. Você precisa saber quantos contatos recebeu, quantos deles podem ser classificados como leads, prospects ou suspects, qual é o perfil de cliente que você busca e qual perfil demonstrou mais interesse em seu produto, entre muitas outras coisas.

O ideal é ter um sistema de gestão e ERP, mas se a sua empresa ainda é pequena, há outras opções à sua disposição. Uma simples planilha com contatos e alguns dados importantes sobre seus principais clientes já ajuda a entender melhor seu público e marcar cada um como lead e prospect.

Como converter os leads e prospects do seu negócio em clientes?

O processo de conversão entre lead e prospect é uma das maiores questões para qualquer empreendedor. Como você faz o público geral se interessar, se informar e tomar uma decisão de compra? Veja aqui alguns métodos.

Qualificar o público

Já mencionamos que, um caminho para isso, é oferecer conhecimento. Um público bem informado vai direto ao produto que precisa e poupa tempo e trabalho no processo de conversão. Porém, há outros fatores que entram em jogo aqui, como a imagem que você constrói para sua empresa, o público-alvo, o sucesso do cliente entre outros.

Tenha paciência

A dica de ouro é não forçar o avanço do processo. Você certamente já entrou em uma loja e acabou saindo mais rápido por causa de um vendedor muito insistente. Por mais que seja interessante fechar negócio logo, é mais provável que isso apenas assuste seu público e prejudique sua reputação.

Tenha um mercado de atuação específico

Conhecer o seu nicho de mercado é fundamental para pequenas empresas que estão começando a conquistar o próprio espaço. Tentar agradar a todos é receita certa para desperdiçar tempo e recursos. Foque no público que tem maior chance de gerar leads e você verá como isso melhora seu desempenho.

Padronize o processo de vendas

Mesmo em uma empresa pequena, ainda vale a pena ter um roteiro de atendimento e vendas para seus prospects. Isso vai acelerar um pouco cada contato, pois você terá uma resposta pronta para as situações mais corriqueiras. Isso poupa tempo e também sua energia.

Agora que você entende a diferença entre lead e prospect, além da importância desses termos em seu negócio, é hora de aplicar esse conhecimento em sua empresa. Com um investimento mais direcionado, seus resultados serão bem melhores.

Falando em direcionamento, dê uma olhada também nos principais motivos para investir em vendas e marketing e se prepare para aplicar seus recursos.

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