Top 5 B2B Sales Prospecting Tactics That Deliver Results
Sales prospecting has become a complex and challenging task for B2B businesses. B2B customers are usually on top of their fields, know what they want, and do complete research before even deciding to make the first contact with the vendors or service providers. In such a scenario, one might think that the job of the sales team has become redundant, but we feel that good sales representatives are even more important today than they were ever before. Today, sales representatives need to do much more than just cold calling and talking about their services. They need to break the clutter, build relationships, and keep the prospects engaged while they are in the process of decision-making. To enable the sales representatives to do their jobs better, businesses need to offer them much more than just a list of leads.
B2B companies reach out to their prospects through various inbound and outbound techniques such as email marketing, telemarketing, live chat, social media marketing, content marketing, event marketing, online and offline advertising, etc. However, all the above tactics can generate exceptionally better results if done more intelligently.
Here are the top techniques that we feel can increase the conversion rates for B2B sales teams:
- Turn the heat on: The time of “cold” calls or emails is passé. In order to stand out from the clutter and engage the prospect at first glance you need to warm-up your game. Greeting with the name of the prospect is not enough. You need to get more personal and make the effort to dig deeper into the digital footprint of the person so that you can make that connection while communicating to them. What are they doing on the social media? Did they receive any recent certification or accolade? Did they publish any articles or point of view posts? Are they about to participate in any event? There are many more such areas for which you can find information and then create a good ice-breaker to get their attention.
- Do not oversell at the first hit Do not start with your sales pitch as soon as you catch hold of your prospect. Your objective should be to create a level of engagement that can be nurtured further and turned into interest. Focus on your customers rather than focusing on yourself. Dwell a bit on what challenges might be troubling your customers and try to be as specific as possible. For instance, share a document or video that you think might be useful for the prospect and help them in solving their business challenges. These documents do not have to be overly salesy and long, but they should be authentic, research-based and engaging.
- Find referrals in any way possible“Cold calling results in about a 1-3% success rate for getting an initial appointment and it’s generally abusive to both parties. When that same call is made with a referral, the rate jumps up to 40% and even much higher when that referral comes from within the company.” (Source) There are many kind of connections that you could look for, such as:
- Mutual contacts on social media like LinkedIn
- People working in the same company
- Similar college or educational institutions
- Similar events attended and reference of people whom you met there
- Volunteering for the same social cause
- Member of the same online communities
- Member of same industry groups
- Member of same special interest groups
- Don’t just stick to one person: The B2B decision-making cycle involves many people in the same organization. For instance, if you are selling a technology product, you might think that you need to reach out to the CTO. But there are many people working along with the CTO who would influence the decision considerably. People like, the technology end-users, finance department, the subordinates of the CTO who are tasked to shortlist the vendors, CIO, CEO, and so on. Your target should be to reach out to all such influencers within the organization with content that makes sense from their perspective. The same script will not work for all of them so tweak your ideas. You can also generate more referrals by engaging with different people in the same organization
- Make the effort to stand outThere are tens or hundreds of other companies offering the same service or product as yours. What can you do that others are not doing? Or how can you proactively offer services that might put you among the shortlisted vendors? You need to realize that your USP for each prospect might be different and a standard statement or script will not always deliver results. You need to dig deeper into the mind of the prospect and work along with them to offer a service that will be greatly beneficial for their growth. Listen to what they want and tailor your offering and communication according to that need. Address the issues they have with your product or services with as much detail as possible.
For higher success rates in your sales prospecting, you need exceptional research skills, perseverance and dedication. CandorWorks can do all the research and lead generation tasks so that your sales team is armed with the best possible insights about every single prospect. Contact us today to learn more.