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Common Questions and Answers
Without a doubt, the phone is necessary for prospecting. It should be included in every cadence of SDR or BDR. But the question is not to its advantage but how useful it is as a strategy.
We don’t use any kinds of channel or platform just to bring the purported advantage but if it truly helps and supports the goals that we have established. If it doesn’t support or bring a satisfying result, then a change of strategy is required not the goal itself.
I get it. Business requires lead — more leads to be exact.
However, everyone knows that marketing strategy takes time to produce the numbers it needs to drive revenue goals. Second, the quality of leads transfers to the sales team is either half bake or customer’s readiness isn’t justifiable.
This puts the salesperson in an uncertain situation, so he/she decides to start cold-calling. If this is the idea of winning your prospect’s business, I suggest to come up with a better strategy on how to engage with your prospects early on.
Admittedly – one of the biggest challenges SDR or BDR alike is getting a live person on the phone. Even if you have your target’s prospect direct phone number, there are a number of hurdles awaiting to come to the surface.
From prospect’s availability to no urgent reason to keep the conversation going, from the gatekeepers eliminating sales call, down to the buyer’s state of mind and the critical amongst them, does your solution fit?
This is the current state of the B2B buyers and there are no signs of declining. One size fit solution doesn’t end by just measuring which approach, channel, platform or strategy that would work best.
At the end of the day, the message and the emotion that you evoke and the strength of the benefit — is the foundation of a strong relationship.
Since there is no easy way of addressing this issue, wish to share my experiences on how I was able to land 60 meetings without the use of the phone.
Here are the following methods I have implemented.
1) Practice an account-based marketing. Having a well-defined and targeted buyer persona that suits according to our ideal customer profile saves me time and long-winded effort. The second benefit, it allows me to identify a list of target accounts that share the same business requirements (or situations).
Solution Implemented: Email, 1:1 based
2) Reviewed, studied and took the time to read customer’s industry viewpoint and sent a compelling article/blog related to their role and interest via Twitter. I have seen and recognized that VP and middle managers have their own blogs (or have written their own articles). Leaving a note on their published articles/blogs became the solid ground for increased engagement.
Other times, I shared their blogs/articles via Twitter or LinkedIn. As a consequence, I found a common ground to compliment or connect with them without any hustle and bustle. Sometimes, the message to connect starts on their camp – not from me!
Solution Implemented: Email and use of Social Media
3) Created a follow-up email based on the DM I have sent on Twitter. Other industry leaders would tell you to be succinct (pointing out to the use case of business USP) but email should be a practice of engagement, not a closed event.
PS – Business USP is not as satisfying against customer perception and biases. The term “what’s in it for me” plays a larger role and it tones down their interest cognizant of their needs and requirements.
4) Selling business principle, not the product distinctiveness. In other words, buyers/prospects love to hear a success story.
PS – I have been sharing a well-known story via LinkedIn or Inmails. I want to develop a belief where customer finds a reputation bigger enough to ease their fear and limitation. Customers or prospects welcome the likelihood of “being connected”.
Solution Implemented: LinkedIn, Artiles from Forbes, Entrepreneur, and HBR
5) Send LI connection request concurrently when sending a note on Twitter. Once accepted, I thank them for connecting and suggest if having an open connection would benefit the two of us. Be open and candid about your intents. Digital world doesn’t mean falsifying intents.
PS – LinkedIn Inmails have been useful. I have been using it for introduction and follow-up cadence if I haven’t seen any reply from the customers/prospects. Of course, it goes without saying that respect and truthfulness must be carried at all times.
Solution Implemented: LinkedIn
6) Write your own blog or article. I have seen an increased visit to my LI profile and in return, my social selling index goes up. I can see few different leaders (from VP and alike) viewing my blogs/articles which I haven’t seen, searched and known before.
Another important thing I have learned while doing this is a clear understanding of those personas, and what keywords they have used to find me. This allows me to follow back (and connect).
Solution Implemented: Blogging and writing an article
7) Use of LinkedIn Sales Navigator. Here you can build and save searches of your ICP. It ties back to # 5 step. Since LI doesn’t show the member’s email address, installing an extension of some popular email extractor like FTL, Hunter or Email Extractor helps.
8) Submit your own and original blog post to some credible websites. It has different benefits which sounded to be obvious but to mention a few it generates awareness of who you are and what your business does.
PS – Use a tracking tool to identify how many users click on your shared link, at which geo or location and how it was found. I used bitly in this use case. Of course, this is another easy touch points to connect with your ICP.
9) Join groups like Sales Enablement Society, Sales Hacker or listen to a podcast where some guests are sharing their thoughts and insights. This is the easiest way to connect with your ICP. They’re more open and willing to refer you to someone. Speaking of the best person to connect first – they are.
Solution Implemented: Join groups to grow your network
10) Read books. Publish your thoughts in the form of blogs or video. This helps you to be relevant and consistent with your messaging and approach.
These are just a few of the many things one can do or implement. Don’t let your fear of doing anything paralyze you. Sales is a profession. We are evolving in every small step we found right for us.
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