Typically, growing companies work to hit their ambitious sales goals as quickly as possible by hiring a sales team, handing them the phones, and waiting for prospects to fill their pipeline. But, what if your flux of prospects is low, or you have thousands of leads with zero interest in what you’re offering?
In order to build a successful sales prospecting strategy, you need the right tools that will allow you to effectively manage relationships with your prospects. These tactics include: assigning scores to your leads to measure quality, targeted email drip campaigns, a call web app that allows you to reach out to hundreds of your prospects in minutes and get real-time feedback, and social media platforms to keep them engaged.
Read on to learn about the 4 key elements that will help you and your team maximize their productivity by talking only to the right people and keeping track of every single prospect's position throughout the funnel.
1. Lead Scoring - Determine the real quality of your leads!
When working to attract a high volume of leads, it’s crucial that you identify which ones are quality. You want to be speaking with the right people. With lead scoring, you can attach values to each of your leads based on their professional information and the actions they’re taken on your website. Job position, number of social media followers, or company size are examples of lead information that may be valuable to your business. Set up your lead scoring system with the criteria that make for a marketing qualified lead — keeping demographics, activities, and behaviors — in mind. Here are the KPIs of a good lead score, and here are KPIs that will enhance your sales tactics! Once you've set point values for each of your lead qualification categories, decide at which point a total score would validate a lead is ready for a conversation!
Lead scoring will help you ensure you’re speaking to the people most interested in your product, saving you time and frustration.2. Targeted Email Outreach - Make it personal!
Once you’ve built your list of potential customers, email them with drip campaigns. In this stage, you’re working to generate leads by figuring out which aspect of your messaging renders the most responses.
Make sure your email campaigns focus on your lead’s interests, guide them to identify their specific problem, and offer a tailor-made solution. Avoid blasting out mass impersonal emails to an untargeted list; this is not an effective or scalable method. Always have your ideal customer profile (ICP), or buyer personas, in mind. For example:
If you work at a SaaS tech startup, one of your buyer personas could be “Founder Frank.” Speak directly to Founder Frank like a person, not just an inbox. Your subject line should address his key pain point in an eye-catching yet succinct way, like: Quick Sales Hacks For Lean Teams.”
Companies working to grow should be emailing thousands of targeted prospects per week. Automation will largely increase your chances of generating new leads, conversions, and customers. Automate your process by creating email sequences based on timing and number of touches, but make sure you’re complying with the CAN-SPAM law.
There are numerous ways to automate; you can use sales automation tools like Outreach.io or MailChimp. You can also take advantage of a tool like Sidekick to keep track of which contacts are opening which emails.3. Call Campaigns - Put a voice to a name!
Emails alone are not always enough to close a sale, especially with cold prospects. A single phone call can establish a relationship, reveal a lot of information about a prospect, or even close a sale!
You can ramp up your outreach by leveraging on-demand call agents to make thousands of calls a day to prospective customers. This type of platform will allow you to effectively and efficiently engage with people who have interacted with your brand without hiring large numbers or employees or experiencing the massive costs associated with a call center. According to Salesforce, it takes 6 to 8 touches to generate a viable sales lead, so if you create call campaigns to follow up with these people, you’re more likely to make sales.4. Social Prospecting - Engage in your prospects’ world!
You need to be where your prospects and customers are — and that’s social media. Social prospecting includes engaging people in conversations, sharing content to help them make decisions, responding to their questions or complaints, and, ultimately, making sales on social platforms like LinkedIn, Facebook, and Twitter. According to Brafton, 72% of marketers say social content has helped them close deals. This can happen via a few ways, including:
- If you consistently use certain popular hashtags on Twitter, you’ll be added to influencer lists, which brings more attention to your company.
- Commenting on posts on Facebook, especially answering your prospects questions in a timely manner, is not only excellent customer service, but also a great way to gain true fans of your brand.
- Posting helpful content in LinkedIn groups relevant to your company is perfect for networking and ultimately generating new leads.
Modern technology is making social prospecting even more doable. Enter Data-as-a-Service (DaaS). DaaS is a type of software that gathers key insights — like consumer opinions, preferences, and behavior — from data on social media and determines which consumers are ready to buy. This ability to source people who are having conversations and are ready to buy your product (your ideal customers) through data makes prospecting effortless.
If you include these 4 key elements in your sales prospecting strategy, you’ll undoubtedly see more success. Remember to know who exactly your ideal customers are from the start by scoring your leads, personalize your emails to your buyer personas and automate your sending process, follow up with a call campaign when you haven’t heard back, and get social! These best practices are necessary for sales success today, so don’t miss out!
Want to learn how to better qualify your leads? Click below for our free guide!