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Benvenuto in "Business English for Advanced English Speakers
This group is in English. Practice and share Business English advice with professionals across all industries.
Lingua: English
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 Definition: The search for potential customers or buyers


When it comes to drumming up (=finding, creating) new business, like anyone involved in sales, your first big challenge will be to reach the right individuals. To successfully find new prospects for your products and services, you'll need a hard-working prospecting program that reaches out to qualified prospects and moves them through the sales cycle from cold to warm to hot. Your program must incorporate a range of marketing tactics that, over time, bring prospects incrementally (=a bit at a time) closer to a decision to hire you.


Cold prospects are customers or organizations you've identified as well-qualified but that have little or no awareness of your company. They can be reached through advertising, public relations, cold calling (=calling without being solicited) and networking. Begin a campaign of magazine advertising to showcase your unique selling proposition, and set up an ongoing public relations program that targets the same publications. Also create a prospect list of qualified individuals or organizations, and support your marketing efforts with cold calling. To round out your efforts to reach cold prospects, begin networking within select groups where you're most likely to come into contact with members of your target audience (=the people or organizations you want to sell to).


Once you've begun calling on top prospects and leads from your advertising and PR programs start to roll in, you'll need to set up a database using contact management software. This will help you consistently maintain ongoing contact with warm prospects-companies and individuals with whom you've previously spoken or met. Initiate a direct-mail campaign (=emails to a list of your prospects) to make frequent contact with your database. And support the campaign with sales activities, including follow-up phone calls as well as meetings with prospects generated by your direct mail, advertising and public relations.


Hot prospects are the ones you've successfully moved through the first two stages of your sales cycle. When your marketing program has brought them to this point, you'll need to get personally involved to supply the "heat" to close sales.


What do you think are the best ways to move cold prospects to warm, and warm to hot?





 What's in a name? If you're in business, the name of your company is probably one of your most valuable assets. An effective name is one that establishes a strong identity and describes the type of business you're conducting.   It's the first impression the public will have of your growing company. Today, coming up with a good business name is more difficult than ever because many of the best names have already been trademarked, but it’s crucial to creating a memorable business image. The name you choose can make or break (=mean the success or failure of) your business!


Start by deciding what you want your name to communicate. To be most effective, your company name should reinforce the key elements of your business.


The more your name communicates to consumers, the less effort you must exert to explain it. Specific names make sense if you intend to stay in a narrow niche (=creating the same products in the same place) forever. However, if you have any ambitions (=plans, goals) of growing or expanding, you should find a name that's broad enough to accommodate your growth.


Descriptive names tell something concrete (=solid, real, tangible) about a business--what it does, where it's located and so on. Suggestive names are more abstract (=intangible, conceptual), and they focus on what the business is about. Would you like to convey quality? Convenience? Novelty?

  • Choose a name that appeals not only to you, but also to the kind of customers you're trying to attract.
  • To get customers to respond to your business on an emotional level, choose a comforting or familiar name that conjures up pleasant memories.
  • Don't pick a name that's long or confusing.
  • Stay away from cute puns that only you understand.
  • Don't use the word "Inc." after your name unless your company is actually incorporated.
  • Don't use the word "Enterprises" after your name; this term is often used by amateurs.


What do you think are some good business names?  What else do you think is important when choosing a business name?