What prospecting methods should you use to find new customers? There is no universal answer to this question. The choice of methods to use is closely linked to your field of activity, your target group and your offer. It would be counterproductive to randomly experiment with the method that works best: in order for your efforts to bear fruit quickly, you need to develop a customized action plan that reflects your business strategy for attracting customers and meets your business objectives.
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- Mail, phone or in person: Which method of soliciting votes should you choose?
- Good prospecting: tips and methods to follow.
1. By mail, by phone or in person: what is the right way to solicit votes?
To know which channels are best to use to reach your prospects, you need to develop a solid prospecting strategy. To start, ask yourself the following questions:
- Why do you conduct a prospecting campaign? To conquer new markets, follow up on cold leads, develop additional sales?
- Who are the targets? Managers of large companies, entrepreneurs at the beginning of their activity, independent traders…..
- How to reach these target groups? On LinkedIn, at trade shows, by phone…
A clear answer to these questions will allow you to set realistic and tangible sales targets. At the same time, you need to define and segment your targets, for example by industry, size or geographical area. In this way, you will target only the decision-makers likely to be interested in your offers and you will contact them through the most appropriate channel.
Prospecting techniques: which techniques to choose before prospecting?
Once you have established your objectives and defined your target audience, you can decide on the prospecting strategy to use.
There are two main directions in business prospecting:
- Outbound strategy: this “push marketing” method consists of attracting prospects and customers through acquisition activities (teleprospecting, direct mail, home visits);
- the inbound strategy: this method consists in naturally attracting the consumer’s attention, then making him come to you by sowing value-added content at each stage of the sales cycle.
While these two prospecting methods are fundamentally different, they can complement each other.
For example, leverage the data you’ve collected as part of your inbound marketing strategy: forms, resource downloads, webinar attendance are all magnets that can turn anonymous visitors into qualified leads. This allows you to connect with potential customers who have already expressed interest in your offering, making it much easier to close the sale.
Understanding digital prospecting
Implementing a digital prospecting strategy allows you to streamline and modernize your sales force techniques. Digital prospecting refers to all the tools and means used on the Internet to attract potential customers and then convert them into customers.
Its particularity is that it is adapted to the buying path and maturity level of potential customers in order to convince them with a personalized sales pitch. Inbound marketing, lead nurturing and marketing automation are levers you can use in your acquisition efforts to qualify more leads and maximize your conversion rate.
The “must-haves” of B2B digital prospecting? A CRM combined with a sales intelligence solution. The former tool allows you to centralize all lead and customer data and update information automatically, while the latter informs you of sales signals in real time. But not only that.
2. Good prospecting: tips and methods to follow.
To be truly effective, a BtoB sales prospecting strategy must take into account the needs and expectations of the prospect at that precise moment. This is true whether you are preparing a sales pitch for phone calls or e-mail prospecting.
Whichever technique you prefer, personalization is a key success factor.
How to prepare your personalized sales pitch in 5 steps?
They say you never get a second chance to make a good first impression. To make a good first impression, it is important to master all the tricks of the elevator.
Below are the main steps to follow to prepare a sales pitch that will not leave your prospects indifferent:
- A punchy opening sentence: The introductory sentence is crucial, so be sure to customize it to the business you’re targeting. You can base it on a reliable and relevant statistic or anecdote.
- A direct incentive: to arouse the interest of your interlocutor and make him react quickly, ask him, for example, a question related to the hook of your speech.
- A clear and concise offer: the objective of the Elevator Pitch is to make your prospect want to know more in just a few seconds. So don’t give them the whole story about your company and products, but stick to the basics. Present the offer with a focus on benefits rather than features – benefits that are tailored to your prospect’s exact needs.
- Compelling arguments: You should speak like an expert, with arguments based on concrete, verifiable facts, not platitudes your interviewer has heard dozens of times before. Specialized knowledge should not detract from the clarity of the presentation. So use simple, consistent vocabulary.
- A clear call to action: to end the conversation with an opening, propose a concrete action to the prospect – sending a sales brochure, online demonstration, telephone meeting…
E-mail acquisition: well prepared and successful
Have you decided to approach new customers via email to close new business? Here are some tips to optimize your read rate and get positive results:
- A segmented database: target your prospecting file precisely so that only relevant contacts are processed. Normally, an e-mail presenting a commercial offer should not be sent to loyal customers who already know about the offer – it could even be misunderstood!
- A catchy subject line: this is certainly the most important message of your advertising campaign, as it determines the opening rate. Be brief and concise, don’t use “spam words”.
- A clean design: an email is seen before it is read. To keep the reader’s attention, make sure the look reflects your positioning and your world. Don’t forget a responsive design: more than 50% of emails are read on smartphones.
- A clean design: an email is seen before it is read. To catch the reader’s attention, make sure the look and feel reflects your positioning and your world. Don’t forget responsive design: more than 50% of emails are read on smartphones.
- An irresistible call to action: opt for a textual formula (for example: “I try my luck” instead of “Learn more”) and a contrasting color. This button guarantees a redirection to a landing page that must meet a specific objective.
- Relevant charisma: For a B2B campaign, you should prefer to broadcast on a weekday, especially on Tuesday or Thursday. Schedule the broadcast just before 9 a.m. or 2 p.m., times known to be used for e-mail consultation.
Inbound or outbound marketing? Traditional or digital prospecting? There are as many sales techniques as there are markets to capture and propose commercial offers.
In order to choose the best prospecting techniques, i.e. those that best suit your target, you must first define a solid strategy and detail the steps of the B2B prospecting plan. Then it’s up to you to combine the techniques you’ve chosen with effective digital tools and your own skills to get the sale started!
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