A standardised sales prospecting process
So far, we have covered the technology you need to keep a record of your progress once you start prospecting with CRM. In addition to that, I have provided a range of Chrome Browser extensions that you can use to find contact information and technology used by a target business, perfect for B2B sales prospecting.
As my final tip, please think about standardising your sales prospecting service, and this is how you do it.
FACT: 50% of sales times wasted on unproductive prospecting
Break it into three stages:
Prepare your prospecting
Define your target market
Whilst many salespeople see the value to all businesses in their service or product, honing your target market benefits you and your prospects. The smaller the number of business verticals you focus on personally, the better you understand the incumbent business pain you become. Improving your ability to diagnose problems the business may be facing and therefore become a trusted advisor as opposed to a pesky salesperson. Another great reason why a standardised sales process is key to your success.
But to truly understand your target market, you need to develop your buyer personas. Organic profiles of your ideal customers so that you can learn about their pains, successes, frustrations, demands, problems they face and so on. By developing these key profiles for each buyer in the buyer's journey, you will be able to nail your prospecting time and time again.
By highly targeting industries and decision-makers, your prospecting will improve time and again, and your open rates of taking prospects to leads will increase your ability to convert.
How to prospect for b2b opportunities
So this is my favourite part, and my first step is to say, use VIDEO!
Software like Vidyard or Loom will help you differentiate yourself from the crowd. With so many new platforms automating LinkedIn prospecting, too many emails are just words, so make this first contact count. Record your introduction to the prospect and send them a video. Video builds personal recognition and helps establish you as someone who does more from the outset.
Things to consider: be personable, use screen recording - if you are assessing their website, record your analysis and share that, same for social media or their content production. Show alternatives and their competitors if they are doing things better to show you've researched the business.
You can also see how many times the videos are watched, giving you an idea of how interested the prospect is in your idea and that can then be turned into a trigger event to pick up the phone and call them.
Use the telephone
Use the telephone. Yes. I said it, get on the phone and talk to people. It is NOT acceptable to simply said out hundreds of emails and then use that as a benchmark to gauge your performance. Use emails to introduce yourself and give reason to follow up with a phone call or use them to confirm agreements on a call or at a meeting. Remember if you’ve sent an email, you are now not cold calling somebody, primarily if you have used video to open your prospecting.
Have a standardised B2B prospecting approach
The outreach process also has steps to follow, which you can structure depending on how valuable the prospect is. Consider:
For High/Medium rated prospects - 10 attempts to contact the opportunity. A mix of Calls, voicemails, Vidyards/looms and emails.
For Low rated prospects - 5 attempts to contact the opportunity. Two calls/voicemails, Vidyard's in up to 3 emails.
For new leads/conversions on the website or company landing pages - call within 5 minutes. Connect and book an exploratory call and follow up by email.
This process can be tweaked to suit individual needs, but remember the current number of touchpoints to convert a prospect these days is around 12. That’s a lot of contact through direct, calls, social media, sharing content, etc. So the best prospects will be worth the wait IF you have a standardised sales process. If not, it could just be a waste of your time.
In this article, I discussed the tools needed for the sales prospecting process to work effectively and the things you need to put in place to build a dependable, scalable sales process. And ideas on what to look for when cold prospecting. Again, if you are an established SDR or BDR reading this and you have other points to add, drop us a note in the comment below, it all helps to develop better prospecting skills. We have written a far deeper deep dive into a fully standardised sales process and invite you to read it by clicking here.
If your prospecting or sales process needs standardising, or if you don’t have the right technology in place to support your sales team, please speak to one of our teams in confidence and start rectifying your problems.