Different types of commercial prospecting: Complete guide to hipto

Commercial prospecting isthe engine that feeds growthany company.It involves identifying and attracting potential new customers to your business. But attracting customers is never based on a single method. The best sales and marketing managers know how to combine multiple levers... and activate them intelligently and at the right time. hipto, leader of the generation of skilled leads in France, examines the most effective techniques for capturing the attention of prospectors and converting each contact into an opportunity for growth.

Commercial Prospects: Update on winning methods to boost results

More than just a process, prospecting is the engine of a business. Identifying, capturing and transforming new prospects is essential for a company to remain competitive, generate value and sustain its opportunities.

But what is commercial prospecting? Why is it a key strategic lever for income development? And above all, how can we select the method best suited to its market and business objectives?

hipto has designed this guide to provide clear, pragmatic and actionable responses to help business and business leaders master the different approaches to prospecting and gain a competitive advantage.

Understanding and mastering different approaches to commercial prospecting

Beyond a simple "client hunt" exercise, commercial prospecting represents a strategic lever for growth that requiresidentifying and attracting new customers to the company. In a context of rapidly changing markets, where buyers are more informed than ever before, each interaction counts.

Cold call, emailing, social selling or even professional events are not interchangeable tools, but complementary vectors. Well used, they turn prospects into concrete opportunities.

Why diversify your prospecting methods?

No customer looks like another. That is whyit is important to test different methods, measure their results and adjust the strategy accordingly to improve commercial efficiency. Each company evolves with its identity, products or service and market with its target audience. A method that generates results for one may prove ineffective for the other. For a company, diversifying its methods of prospecting by aligning them with its business reality and the specific needs of its targets is to maximize its chances of success.From cold call to social networking, each technique has its advantages and challenges to sell better.

How to identify the ideal prospecting strategy for a company?

A true tailor-made strategy, a good method of prospecting,to maximize its chances of successIt has four pillars:

The type of product or service

The promotion of an innovative product is ideally suited to social selling via social networks (discussed later). A complex solution (financial products for example) requires qualified appointments to effectively convince prospects.

Target audience

The choice of channel depends on the audience profile as each segment of prospect has its own habits, preferences and relationship to the communication channels. Young adults (18-25 years) are particularly receptive on Instagram or TikTok.

Resources available

The strategy must take into account available means, such as the sales team, marketing budget or CRM tools.

Trade objectives

The prospecting method and channel are adapted to the objective: to quickly generate volume or build a lasting relationship.

What we must remember: the best method of prospecting is that which intelligently exploits the means of the company to align them with its business objectives.

Playbook & KPI Keys

How to use good practices to prospect

• Identify target prospects.

• Prepare a clear and personalized message.

• Contact and follow interactions.

• Adjust the approach according to returns.

Key performance indicators

Booked appointments (number of appointments set following the actions carried out).

The acceptance rate (percentage of prospects accepting the request or contact).

Response rate (percentage of prospects that respond to messages).

The cold call

This commercial prospecting technique consists of direct contact with prospects that have not previously expressed an interest in a specific product or service. Traditionally carried out by telephone, this proactive approach, at first glance bold and not always obvious, proves, when well executed, particularly effective in becoming a true commercial accelerator. At present,69% of buyers are open to prospecting calls, which underlines the importance of this method in B2B.

Benefits and disadvantages of cold call

To be undertaken

• Prepare a targeted list of prospects to optimize the scope of prospecting.

• Structure a clear but flexible speech to adjust it in real time.

• Create human contact from the first exchange (active listening, reformulation, empathy).

• Always keep in mind the goal of getting a quick appointment in order to turn the exchange into a concrete opportunity.

Avoid

• Call without preparation to the risk of appearing intrusive and returning a bad image.

• Discouraging yourself from rejection: perseverance is the key.

• Depend on a speech that is too rigid or automated.

• Neglect the quality of the relationship in favor of the quantity of calls.

KPI to follow

• Number of calls made vs number of prospects contacted.

• Conversion rate (calls → appointments → opportunities).

• Average time per call.

• Rejection rate / acceptance rate.

• Quality feedback (perceived quality of exchanges).

Cold call: the best techniques to really convert

At hipto, we work hand in hand with our partners, as an extension of their marketing and commercial teams. Here's how to turn a cold call into a source of trained leads:

Defining the target audience by forgetting generic lists

On a qualified basis, about65% of calls reach real prospect. Therefore, the target must be precisely segmented and its issues understood. Clearly identifying its different types of prospects helps the salesman adjust his speech effectively.

Be clear and concise very quickly

In less than 30 seconds the contact person must mobilize his attention by understanding that what is proposed will benefit him.

Customize Exchange

The argumentation must resonate with the customer's specific reality and needs.

Do not discourage, stay persistent

Anticipating concerns, counter-arguments in preparing answers helps keep the conversation under control. Persevering often proves productive in a cold call.

Monitoring and evaluating call results

Continuous analysis of KPIs (performance indicators) that take into account conversation duration and conversion rate represents rigorous and proactive monitoring. This watch is indispensable to leave nothing to chance. A record of appeals can be based on responses received and progress made.

Adjust the strategy based on returns

After analyzing the call results, you should not hesitate to improve or completely review what is not working.

What we need to remember: the cold call can become a real commercial accelerator that allows us to take advantage of less proactive competitors.

Emailing

More than just sending an informative e-mail message, e-mailing is a strategic lever for prospecting and growth.Emailing can be used for a variety of purposes, ranging from information about new products or services, to special promotions, to customer commitment and loyalty.

Deployable on a large scale to reach massively a market, a wide audience, it can also be designed in an ultra-personalised way to meet the specific needs of a key prospect.

The email is recognized as one of the most powerful channels to capture prospect attention, value an offer and create a direct relationship with an audience. In 2025, benchmarks showed B2B opening rates around 36–39%. However, the actual conversion rates (the desired commercial action) are generally between~2 % and 5 % by sectorand the level of customization.

Advantages and disadvantages of emailing

To be undertaken

• Finely segment audiences to customize messages.

• Create relevant, useful and different content for each target.

• Regularly optimize campaigns (A/B testing, adjustments).

• Set up accurate tracking (opens, clicks, conversions).

• Use the cost/carry ratio to maximize ROI.

Avoid

• Send massive, untargeted emails.

• Neglect customization with too generic messages.

• Saturate the prospect mailbox by excessive sending frequency.

• Ignore anti-spam rules (bad targeting, misleading object, over-optimization of keywords).

KPI to follow

• Opening rate.

• Click rate (CTR).

• Conversion rates (registrations, sales, contact information).

• Unsubscribe rate.

• Spam/unwelcome placement rate.

The keys to efficient and cost-effective emailing

Segment the database

By organizing its contacts by groups, according to their interests, purchasing behaviour or other relevant criteria, personalized messages are sent, thus maximizing the impact of each communication.

Working, treating content to optimize it

Focus on content quality. A catchy object, a clear and concise message, and impacting visuals significantly increase the chances of being read.

Reaching the target directly

Each email must immediately respond to a need, solve a problem or encourage action.

Include a clear and persuasive call to action

To guide the user to the next step we use expressions like "Buy Now", "Discover our products", "Enjoy our offer", "Would you like to know more"? etc.

KPIs, the secret of effective emailing campaigns

Measure, test, adjust... Analyzing KPI (number of openings, clicks, conversions) helps to evaluate the effectiveness of prospecting and optimize it.

What to remember: the success of an emailing is not a matter of volume, but of relevance and strategy that can generate qualified leads and measurable ROI.

The power of references to boost exploration

The reference approach is based on a simple but powerful principle: a satisfied customer is a potential ambassador for the brand. His recommendations open the door to new prospects, already predisposed to trust.

By building on the credibility and confidence generated by satisfied customers, reference prospecting creates a skilled flow of opportunities. It is faster and often more cost-effective than conventional prospecting methods.

Advantages and disadvantages of references

To be undertaken

• Provide an exceptional customer experience that encourages recommendation.

• Establish a structured program (sponsorship, rewards, follow-up).

• Highlight customer reviews, feedback or experiences to show that the product or service is reliable and appreciated.

• Growing strong and lasting relationships with existing customers.

Avoid

• Only rely on customer recommendation without diversifying its prospecting channels.

• Neglect follow-up after a recommendation. The customer may feel abandoned → disappointment.

• Forget that the recommendations provide only a limited number of prospects, hence the need to supplement with other sources to keep a constant flow of opportunities.

• Build on this prospecting strategy without ensuring a high level of customer satisfaction.

KPI to follow

• Number of prospects generated through recommendations.

• Conversion rates of referred leads vs. other channels.

• Average sales cycle duration.

• Client retention rate referred.

• Use Net Promoter Score (NPS) or an equivalent tool to measure the propensity to recommend.

How to get more references?

By offering an exceptional experience

Customer satisfaction remains the first condition. A satisfied and happy customer is naturally inclined to recommend a product or brand.

By actively seeking references

The aim is to encourage satisfied customers to recommend the company and share their experience.

Establish a sponsorship programme

A sponsorship program is designed to encourage customers to recommend the brand to others. As a reward, they benefit from each successful recommendation (contribution from a new customer), such as discounts, gifts, early access to new products or reserved events, etc.

Valorize its ambassadors for their references

Publicly thanking on social networks or via newsletters, regular brand ambassadors is essential. This strategy strengthens relationships and encourages future recommendations.

What to remember: references turn customers into valuable business allies.

Networking: An excellent lever to expand its circle of prospects

Networking or networking involves building and cultivating strategic professional relationships to generate growth opportunities. This long-term investment increases the brand's visibility.

Creating and nurturing professional relationships to generate long-term clients, partnerships and strategic resources takes place in a number of ways:

• At professional events.

• At conferences.

• On professional networks like LinkedIn via social selling. This commercial approach involves taking advantage of social networks (LinkedIn, Instagram, X, Facebook, etc.)

Advantages and disadvantages of networking:

To be undertaken

• Regularly attend professional events to discover unique opportunities.

• Growing relationships of trust and sustainability with its key contacts.

• Share his expertise and successes to increase the reputation and credibility of his company.

• Monitoring and maintaining active contact with strategic partners and prospects.

Avoid

• Neglect the quality of relationships in favor of the quantity of contacts.

• Just passive participation in events without commitment.

• Underestimating the time required to maintain a solid network.

KPI to follow

Rate of retention and engagement of key contacts. A high rate means that relationships are strong and that these contacts continue to interact with the company.

Number of new qualified contacts established each month.

Number of professional events or meetings attended.

Number of recommendations or business opportunities generated through the network.

How can effective networking be implemented?

Building an authentic and sustainable network

Focusing on sincere relationships, based on trust rather than accumulating sometimes uninterested contacts, is the key to creating a strong and sustainable network.

Stay authentic, show interest in others

Authenticity and active listening create a climate of trust, value the interlocutor and allow to better understand his real needs, it increases the chances of establishing a lasting relationship.

Start by listening to others carefully before talking

Real understanding of the needs and expectations of its interlocutors makes it possible to adapt its proposals and bring tangible value.

Regular monitoring

Maintaining long-term relationships is essential to turning contacts into concrete partnerships or opportunities.

Practice reciprocity

Providing help and advice in return helps build balanced relationships where contacts become true allies.

What to remember: Good networking is not measured in terms of business cards collected, but in strategic relationships that can open up sustainable opportunities.

The weight of social selling in commercial exploration

Social selling transforms a social network into a business lever by creating genuine and sustainable connections. Talking to people on social media, sharing useful advice, showing expertise, is enough to build a sense of trust. With social selling, commercial opportunities are identified in a more natural and personalized way.

In 2025, LinkedIn was used by about 71% of companies worldwide, making it the most popular professional social network for commercial exploration. In addition, 89% of B2B marketers claim to use LinkedIn to generate leads, and 62% believe that the platform actually allows them to get leads. In addition, 96% of B2C and91% of B2B marketing specialists use Facebook, and 82% of B2B companies use X for prospecting.

To be undertaken

• Optimize your profile (professional photo, clear bio, relevant keywords).

• Regularly share interesting, appropriate and engaging content.

• Interact with contact publications (comments, likes, shares).

• Send custom invitations to log in.

• Participate in sector-related groups or communities.

• Offer relevant conversations or appointments without forcing the sale.

Avoid

• Send generic or too commercial messages.

• Neglect your profile or leave outdated information.

• Ignore interactions, never respond to messages.

• Send too many cold invitations without context.

• Publish non-professional or controversial content.

KPI to follow

• Number of new qualified connections per month.

• Rate of acceptance of invitations sent.

• Engagement on publications (likes, comments, sharing).

• Number of messages or conversations initiated with prospects.

• Number of business opportunities generated via the network

Prospecting on the ground: creating a direct impact

Prospecting on the ground or "start-up" consists of going directly to meet the prospectors to create human and immediate contact. Made in the street, in point of sale, at trade shows, events or within companies, this approach allows to build a relationship of trust, to better understand the needs of prospects and to adapt its offer in real time.

Pros and cons of field exploration

To be undertaken

• Sort and prioritize prospects to focus on those of high value.

• Prepare a clear and personalized discourse that builds trust.

• Observe and listen carefully to quickly identify the needs and expectations of prospects.

• Present the offer in a tangible and engaging way to accelerate decision-making.

Avoid

• Go to the field without specific preparation or targeting.

• Take a too insistent or intrusive approach.

• Too much waiting or neglecting follow-up after visits or interactions.

KPI to follow

• Average time and cost per visit to evaluate ROI.

• Number of prospects encountered in the field.

• Conversion rate visits → appointments or sales.

• Qualitative feedback from prospects on field experience.

Tips for effective field prospecting

Carefully prepare and treat his speech

A prepared speech is a powerful and convincing speech.

Identify precisely what is being provided to prospects

It is important to highlight what differentiates the brand from the competition by explaining it in a simple and convincing way.

Stay professional

Direct prospecting is not always easy. It inevitably leads to rejections. A positive professional attitude and constant determination make all the difference.

Ensuring timely strategic follow-up

" Beat iron while it's hot!" Quickly meeting prospects after each meeting consolidates the relationship and increases the chances of turning interest into conversion.

What we must remember: well-prepared and well-conducted field exploration becomes a relational investment capable of transforming prospects into committed clients.

Prospecting differently: the power of B2B events

The professional events (lounges, conferences, workshops, seminars, etc.) represent formidable exploration accelerators. In a few hours there are dozens, if not hundreds of potential prospects already interested. TheThe probability of selling to an existing customer is 60-70%, compared to 5-20% for a cold prospect.

An event is also an ideal opportunity to enhance brand awareness and stand out in a competitive environment.70% of companies acquire new leadsusing trade shows as a networking strategy.

Advantages and disadvantages of prospecting at events

To be undertaken

• Identify and target the business events most relevant to the targeted market.

• Prepare a clear and engaging speech to create human contact and build confidence.

• Highlight its expertise to position itself as a credible player in the market.

• Plan interactions to maximize the number of qualified prospects encountered.

Avoid

• Participate in an event without clear preparation or objectives.

• Neglect its differentiation in the face of competition.

• Underestimating the time and budget required for logistics and on-site presence.

KPI to follow

• Number of qualified prospects met.

• Number of appointments or follow-ups generated after the event.

• Prospects conversion rate → customers.

• ROI of the event (total cost vs. opportunities generated).

Prospection at events: how to maximize its opportunities?

Prepare his offer and target his audience

Prior to the event, it is crucial to know your offer and specifically target your audience to present a clear, relevant and compelling value proposition.

Setting clear goals

By clarifying its priorities (generating a targeted number of prospects, establishing strategic partnerships, planning appointments, or enhancing brand visibility), we can better guide its actions and maximize its impact.

Follow up after the event

It is necessary to contact the people met quickly in order to maintain the relationship initiated and turn these exchanges into real opportunities for conversion.

What to remember: a well-exploited event is not limited to the business cards collected. It converts each meeting into qualified prospects and boosts the brand's visibility on the market.

Direct mail: from mail to conversion leads

Direct mail, i.e. the sending of information or offers by mail, remains a powerful commercial prospecting technique for direct, personalized and memorable prospecting. The contents are in the form of letters, brochures, catalogues or product samples.

Direct mail allows you to reach a targeted audience with a personalized message, which enhances brand awareness and stimulates sales. Theresponse rates are 5 to 9 times higherdigital, withconversion rate up to 15%in certain sectors.

Advantages and disadvantages of direct mail

To be undertaken

• Segment and accurately qualify the contact base for effective targeting.

• Customize each shipment to meet the specific needs of prospects.

• Use tangible and quality media (letters, brochures, flyers or personalized cards) to capture attention and inspire confidence.

Avoid

• Send generic or non-personalized mail.

• Neglect the update and accuracy of the contact base.

• Underestimating the cost of printing and shipping, or sacrificing quality to save.

KPI to follow

• If follow-up is possible: measure the impact of the campaign on the perception of the brand by prospects (Memorization rate / recognition rate of the brand).

• Response rate or return (call, email, visit).

• Number of leads generated.

• Cost per prospect contacted and overall ROI of the campaign.

How do I effectively direct mail to generate ROI?

• Build a qualified basis by focusing on the accuracy and relevance of contacts rather than volume.

• Working with design and content: a mail must be attractive, clear and bring real value.

• Integrate a powerful CTA by encouraging prospects to act immediately (scan a QR code, visit a site, request a demo).

• Combine online and offline by linking direct mail to digital campaigns to boost efficiency.

• Measure and optimize returns. Track response rates and adjust future campaigns to maximize profitability.

What to remember: in a saturated market of digital messages, direct mail creates proximity, captures attention and converts more efficiently than unanswered emails.

Commercial prospecting isa vital element for the development and growth of your business. It is essential to adapt and adopt effective strategies that match your business objectives. With a strategic look and sound planning, it is possible touse different prospecting methods to reach a target audience. It is important to remain agile, measure results and refine strategies based on feedback.

Ultimately, successful commercial exploration can help strengthen the brand, build strong relationships with customers, and increase revenues. It isthe foundation on which a company can build a prosperous and sustainable future. Stay focused, persevere and move forward with confidence and precision! With hipto, commercial prospecting,vital to the development and growth of an enterprise, becomes an engine of tangible results. Strategically thought, methodically executed and continuously optimized, it enables us to reach prospects, make qualified appointments and turn these opportunities into concrete sales, while strengthening the credibility and image of the company. Contact hipto is starting to set up a suitable commercial prospect and generate its first quality leads!