WHAT IS PROSPECTING TODAY?

The sales function has changed a lot in recent years, especially with the development of digital acquisition. The salesperson of yesterday has become a true consultant, an expert in his field. To acquire effectively and reach his objectives, he must master the argumentation techniques at each step of the sales process, while integrating the new digital tools to his acquisition strategy.

Content

  1. Prospecting: the art of winning business
  2. Tools for a better acquisition

1. Prospecting: the art of winning business

Regardless of your industry or the size of your company, prospecting is essential to develop your business. To increase your sales, you must first build a solid sales team composed of qualified and complementary profiles.

At the same time, make sure you develop an appropriate action plan. Telephone acquisition, e-mail campaigns, face-to-face meetings or social selling on LinkedIn: the method used must have clearly defined objectives and ensure the sustainability of your business.

Why make an acquisition?

A solid B2B sales strategy is based on continuous acquisition efforts. You expand and diversify your customer base and make new contacts regularly.

Your current customers, no matter how loyal, are not enough to sustain your business, especially if you operate in a highly competitive industry. Continuous acquisition ensures that you are not caught off guard by customer losses. And at best, when your customers show unprecedented loyalty, you increase your sales and revenue.

Plus, your strategy stays positive and your sales force motivated.

B2B prospecting: the basics for generating more leads

While there are many different methods of generating B2B leads, most are based on the same basic principles that have proven to be very effective.

First, you need to accurately identify your target persona, then focus on their buying habits, issues and motivations. With socio-demographic and psychological information, you can develop a personalized approach that meets the expectations of your potential customers.

Every B2B salesperson must be able to present their offer in a fluid and convincing way so that the visitor immediately becomes a potential customer. By mastering the lift pitch, your team can optimize the time spent on customer acquisition: In a matter of minutes (or even seconds), you can craft a sales pitch that your caller can’t resist.

In the words of Bill Gates: “How you collect, manage and use information determines your success”. A successful strategy today relies at least on the judicious use of a CRM and sales intelligence solution.

On the one hand, your acquisition campaigns depend on reliable and up-to-date data, and on the other hand, you can track and analyze every interaction between your company and your prospects/customers, giving you an objective 360° view of your customer relationship.

2. Tools for better customer acquisition

To improve your sales performance and maintain your competitive edge, you need to familiarize your salespeople with new customer acquisition tools and show them how they can concretely help them achieve their goals.

Digital Prospecting VS Reality: Challenges, difficulties and tools for your sales team

From needs assessment to decision making, digital prospecting allows you to gain efficiency at every stage of the buying cycle by adopting a personalized approach: a good command of prospecting techniques and digital tools allows you to contact the right person at the right time with the right message.

Solutions that need to be integrated into your strategy include a CRM and a sales intelligence solution. These two tools complement each other and support your sales force by automating many tasks: centralizing and updating data, segmenting the B2B prospect file, detecting business signals, etc.

Digital prospecting must also adapt to the new habits of consumers (both B2B and B2C), especially their desire for autonomy. Instead of chasing them, make them come to you by implementing an inbound marketing strategy that you have carefully coordinated with your marketing department. Website, blog, newsletter, social media and webinars are all content that, if you anticipate prospects’ questions, will ensure a steady stream of qualified leads.

Handling such tools and techniques doesn’t happen by accident. Some members of your sales team may be resistant, others enthusiastic. Count on the latter to demonstrate the benefits of these solutions and explain concretely how they can help increase your conversion rate…. and therefore increase your rewards!

Also, organize training sessions to increase the skills of everyone involved.

Finding and keeping new customers is an important but complex task. Some good practices make it much easier. From initial contact to closing and follow-up, you can strengthen your customer acquisition efforts with the help of many digital tools.

Of course, as powerful as these solutions may be, they will never replace the actual sales function. While you can save time and efficiency with the tools, the human factor is still the best lever to keep your business going.


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