Prospecting yesterday. If you’re like me, come Friday, you’ve already worked well over 40 hours. There is no way you want to sit behind a desk all day. So get in the car and go prospecting. When I was an agent, I did this all the time. I would drop by local businesses and introduce myself, asking if I might be able to assist them in any way. This method of canvassing always yielded some results, but the number of new prospects per hour of time invested was low—very low.

Fast forward to today when exciting marketing technologies improve the effectiveness of salespeople across a vast array of industries, including insurance. I still invest a significant portion of my day in prospecting, but rather than canvas or cold call, I leverage technology to exponentially increase my productivity.

Prospecting today. Today, for example, I will spend a few hours reaching out to people who have attended my webinars, opened one of my email marketing messages, commented on my blog or interacted with me on LinkedIn. I will still target only those who fit my prospect profile, just as I used to visit only those businesses that did. But all the people I contact today will already know me and have some level of interest in my company’s products.

Rather than visiting four businesses in an hour with no idea whether there is any interest there, I will speak to four people who I know are interested. This way, I can drop significantly more new prospects into the top of my sales funnel during that hour. I might even slip out this afternoon for a quick game of golf, knowing that a 5- or 6-hour day spent leveraging marketing technologies has produced greater results than a full day spent knocking on doors.

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John Scranton is an insurance agency marketing expert and vice president of StartUpSelling, Inc. which helps small businesses with lead generation, sales, marketing, website design and branding. For more information and tips from John, visit www.StartUpSelling.com, or go to his blog at http://startupselling.com/blogs/johnscranton.