To some extent, it’s true that the more people you reach out to in sales prospecting, the more customers you’ll attract. But only to a certain point. Beyond that, you might rapidly reach a point of diminishing returns. You may easily end up expending energy in vain, getting very little results for your efforts in return.
You expect to work hard in sales, but working smart is also necessary.
Prospecting is about building trust-based relationships, which sounds like something that’s hard to pin down. However, it’s possible to have a sound strategy in place to help you build those relationships, and if you pursue them diligently, the return for your efforts will be greater. Here are five essentials that will help your prospecting be more effective.
1. Thoroughly understand the customer you hope to find.
If you don’t know precisely who you’re looking for, there is a chance you might find the right prospect anywhere. At the same time, you’ll have to waste most of the time pursuing people who are uninterested in the products and services you offer. That’s why it’s essentially important to outline your prospecting strategy.
Understand the demographics and other special characteristics of your ideal customer and identify their needs. At the start, you can focus your efforts more on using referrals and researching your existing clients. Then, search for prospects with similar needs to them. Developing an ideal customer persona and appealing to the problems they want to solve when getting to you shows consideration and empathy, rather than trying to win a sale.
2. Know where you’re most likely to find your potential client.
Sales leads may be found in places other than where you expect. Years ago, Land Rover created a ruggedized mobile phone that they expected to sell to outdoor laborers like construction workers. It didn’t take long for them to realize they had another market they didn’t expect: mothers of toddlers in the suburban jungle.
While you want to make the most of the knowledge you get from your customer base, it’s worth expanding your concept and figure out who might be well-served by your products as well. Then, do a little research and find out where they tend to congregate online, what their areas of interest are, and what needs they have.
If you don’t have the bandwidth or team dedicated to prospect research, companies like CIENCE are able to supply qualified leads and research directly to you every week.
3. Define and articulate your unique value proposition.
Your unique value proposition (UVP) is a concise statement of the benefits your product or service delivers to your ideal customer. This includes a description of the product or service, the definition of the target audience, and the value your product or service delivers.
In other words, with UVP you explain what is so special about your offer that your prospects can’t do without. This can be something as simple as getting more time, increasing the cost-efficiency of the product, or improving the customer service. Your UVP should clearly define what the ideal customer will gain and experience after they buy from you.
To do good at prospecting, you should clearly understand your unique value proposition and be ready to articulate it to others.
4. Devote time to prospecting with a disciplined strategy.
No doubt, there is an art to prospecting. But success largely depends on making the commitment and sticking with it. Developing a disciplined strategy helps to ensure you maximize the returns of your effort, and that you don’t forget any important steps that might let customers slip through the cracks.
To start with, you can designate thirty minutes each morning to prospecting, set a goal of a certain number of prospecting calls per week, and determine how much of each week should be devoted to new business development. Tracking your results and refining your approach should also be part of the strategy. While measuring spending time prospecting is important, this shouldn’t harm other sales processes which need your undivided attention.
5. Use sales prospecting tools and services that give you an advantage.
Without the right tools, you’re plowing a field with a gardening trowel. Sales prospecting service firms like CIENCE put sales lead lists directly into your hands so you can prospect across the web and reach out knowing you have accurate, up-to-date data to work with.
CIENCE helps you harvest leads with highly curated lead lists developed from your business’s ideal customer persona. This is followed by personalized email and phone outreach for resonating outreach that gets you appointments. Working with a researcher, SDR, and copywriter through CIENCE is still more cost-effective than hiring one person in-house. The time savings alone will allow you to devote effort to building relationships rather than accomplishing administrative tasks.
Get Ready to Prospect
Prospecting isn’t easy, but with the right strategy, software and dedicated amounts of time can become a more seamless process. Be sure to measure the amount of time your team dedicates to prospecting daily. If it takes up more time than you’d like, working with a lead generation company is worth the investment. It enables you and your team to focus on the sale and increases the likelihood of closing even more deals.
CIENCE’s meticulous outbound solutions take care of your lead generation. With the help of cutting-edge technology and human intelligence, you get personalized campaigns targeted to your ideal customer profile, customized email/phone outreach, and reliable appointment setting. Sounds good? Don’t hesitate to book a meeting with CIENCE and improve your sales process today.
Editor’s note: This post was originally published in November 2017 and has been completely updated for accuracy and comprehensiveness.