Any good salesperson will tell you that for effective prospecting, there needs to be some sort of ‘value-exchange’. Buyers are constantly being targeted with marketing and sales communications about new products or services. To get cut-through, you need to be able to demonstrate how they can provide solutions to their current business challenges; whether that’s the need for improved marketing automation, a DMP or internet services.
As we mentioned in our points around webinars and intent data, knowing upfront what the likely challenges and desired outcomes of the person on the other end of the phone is crucial – as this will hugely help with how open they are to a conversation.
At the same time though, if you’re not sure what that information is, don’t be afraid to ask! We’ve found that on average people over the past year have been more open to discussing what it is they’re exploring or looking for within their business; as long as they don’t feel too pushed.
This leads us to the second part of ‘solutions over selling’. Now more than ever, there’s a real need to be sensitive to people’s current situations – whether that’s homeworking with young children, ongoing furlough, job security worries, or even uncertainty over the business as a whole!
Our advice – find out when a good time is to chat and schedule it; don’t be pushy and be more willing to fit yourself around those you are wanting to talk to. We’ve also found that the number of ‘touchpoints’ needed to achieve a sale has increased. So be patient and accept that you may have to offer even more value upfront than previously.