16.01 – Exploring Proven Prospecting Tactics & Tools
Finding the right customers is one of the toughest challenges in sales. Encouraging teams to embrace prospecting can be equally challenging.
Prospecting involves identifying qualified leads and guiding them through a sales journey that includes meaningful conversations, needs assessments, product demos, customized proposals, and customer experiences that secure loyalty and referrals. It’s a time-consuming task that requires commitment, trial and error, and a thick skin. The average conversion rate for B2B sales is around 20 to 25 percent of pursued leads, while for individual sales reps, it drops to 2 to 5 percent.
Maintaining a steady revenue stream means securing and converting more leads than you lose. This lesson is packed with tips and tactics to help you achieve that.
Prospecting Tactics That Work
Prospecting can seem daunting, but it’s crucial for business growth. Here are some strategies to improve your prospecting efforts:
Phone Calls
Making phone calls remains effective, especially when reaching out to existing clients for more business or referrals. Calling past clients can also be fruitful, as they might be ready to work with you again, and a simple phone call can rekindle the relationship.
Attending or Sponsoring Events
Events are powerful prospecting tools. Meeting people face-to-face at trade shows, webinars, and training courses can lead to meaningful conversations and sales. More on leveraging events can be found in Chapter 14.
Sending Emails
Emails are a reliable way to introduce yourself to leads and start conversations that can lead to sales. The success of email campaigns hinges on the readiness of the leads, compelling copywriting, and prompt follow-up to nurture interest. Refer to Chapter 11 for more details on email campaigns.
Patience
Patience is perhaps the most powerful tactic. Building trust and nurturing relationships often yield better results than rushing for an immediate sale. Sharing educational content, as discussed in Chapter 7, can showcase your expertise and partnership value, leading to more informed decision-making and sales.
Prospecting Tools That Generate Leads
In addition to tactics, using the right tools can help sales teams identify and convert qualified leads. Marketing technology offers a range of tools to aid in this process.
Website Visitor Identification Software
Platforms like Leadfeeder identify the companies represented by your website visitors. These tools use ISP data to provide insights into who visits your site, how long they stay, and which pages they view. Behavioral and demographic filters can sort and score leads.
Sales Intelligence Software
Sales intelligence software helps identify target companies and the right people within them. These platforms provide contact details and help build prospect lists that can be synced with your CRM. Notable providers include LeadIQ, 6sense, and RocketReach. G2.com offers reviews on these tools.
LinkedIn is a vital tool for B2B sales, with features like Sales Navigator allowing for specific searches, direct messaging (InMails), lead list building, and Buyer Interest Alerts. It’s a comprehensive platform for online networking and prospecting.
Avoiding Purchased Prospect Lists
Purchasing prospect lists can harm your brand by leading to spam reports and unsubscribes, negatively impacting your Sender Score. It’s better to create your own database of leads from quality contacts engaged through emails, direct sales, social media, and other methods discussed in this lesson.
By employing these tactics and tools, you can enhance your prospecting efforts, secure more leads, and drive steady revenue growth.
