If your sales figures are reflecting a downturn, or you simply aren’t meeting your expansion goals, you may need to examine your sales prospecting strategy. Sales prospects are the lifeblood of any company, and it pays to take some time to refine your current strategies to make sure they are working for you.
First, validate fit. Begin by assessing your prospects’ needs, their challenges, and the tools or solutions they employ currently to accomplish goals. To do this, conduct a discovery session focused on gathering information. What’s working well? What’s not? Where are the gaps? This session should help you determine whether your services can provide value to your prospects. If they can’t, be honest with yourself and your prospects and move on.
Next, group your prospects. Instead of hitting a broad range all at once, work with a narrower group, one at a time. For example, let’s say you have a product for the financial industry. Instead of targeting everyone together, create different, focused campaigns. For example, you could target CPA’s first, and then move to the next segment. This way, instead of having to jump back and forth on your message to different markets, you can gain insights from your interactions, and apply learnings as you proceed. The result? A more tailored and relevant pitch, and increased confidence as you deliver your message – both of which could translate into higher sales.
Last, be certain to provide value to the prospect with every interaction. This mindset isn’t always obvious. However, if prospects see you as a resource every time you connect, they’re more likely to listen to (and believe) you when you begin proposing your company’s services as the answer to their problems. Think from their perspective when you initiate communication. You should be able to answer the “What’s in it for me?” from their vantage point with clarity and ease. Build confidence. Let them know you’re looking out for their needs.
Needs-based selling has become essential in today’s marketplace. By following these three steps, your sales prospecting strategy can improve – and so can your sales.