Using the same email template for different organizations may seem time-efficient, but is it really effective? If it delivers poor and low-quality results, you may waste your time by starting the approach all over again. Instead, it would help if you focused on finding a way to generate leads without wasting your time on something that won't deliver results. To achieve better results, shifting your approach from prioritizing quantity to focusing on quality contacts is essential. How can you do that?
In B2B sales, knowing how to prospect makes all the difference. Focus on finding customers who are interested and ready for what you offer rather than sending out random emails. Let's discuss how to better connect with the right people before a meeting to increase your chances for success. This article is about prospecting, an essential part of lead generation. It's where everything begins.
Start With the Right Questions
Starting B2B lead prospecting can be intimidating, as we often need more insight into our potential customers' needs, their current requirements, and whether we can meet them. However, every company we approach presents a unique opportunity for us to explore. While it's natural to feel uncertain and have questions, asking the right questions before taking action is essential. Choosing the right path for your journey might take longer, but it will result in a smoother and superior outcome.
So, what are those questions? To start, make sure you understand how your service or product benefits your customers.
Ask yourself:
? - Which of the prospect's goals can our service or product help achieve? The more specific you are, the more chance to be heard.
? - How could we possibly cut risk? Let's focus on that. Does your service help save time and effort? If yes - these are the benefits your prospect is interested in.
? - All companies are trying to cut expenses. Is it what you offer? - cost saving is a definite need.
? - And the most important - how our service (product) can help in revenue growth. In other words - helping to make money drives the company to look for and be open to new solutions.
We're not just selling something. We're sharing an experience that gives the customers what they want and solves their problems. How does it feel like? - Like connecting with people's needs and emotions. So, our job is to be like a tailor who makes a suit that fits perfectly but for our customers' needs.
Start by sharing important and interesting facts and statistics to demonstrate your knowledge of the industry and its challenges. Yet, balance this with a keen interest in their perspectives. Ask open-ended questions to encourage dialogue. A human-centered approach is what moves people other than just facts and figures.
Remember, it's important to interact with people instead of just providing information. Choose the right way to have good experiences and strong connections. Focus on making customers feel heard, understood, and valued.
First Outreach: Practices
You finished researching and found your ideal customer profile, with the important decision-makers. What is the next step? It's time to determine the most effective approach to start contact.
Email outreach is a common and professional method, but there may be better ways to connect with your prospects. To improve your engagement strategy, consider the communication method your target audience prefers. This approach could vary between email, social media, and phone calls. Some decision-makers prefer phone calls, while others like engaging on social media like LinkedIn.
Email Campaign
Cold email outreach is to establish a meaningful connection with potential clients. To do this, carefully research the recipient's company, industry, and role. You must really understand who you're reaching out to. What do they need? What challenges are they facing?
Next, we focus on Personalization. You've heard this before, but it's worth saying again: When your email lands in their inbox, you want them to feel like it's written just for them. To address their concerns, make it more personal by mentioning their name and company.
The Subject Line is our hook, your first impression. Make it count. It should be catchy, intriguing, and reflect the essence of your email. Think about creating a sense of urgency or curiosity. You want them to feel compelled to open your email.
Your email should contain helpful information, solutions to problems, or relevant content. This way, you build trust, establish credibility, and provide value.
Keep your email to the point, clear, and professional. You want to communicate your message without overwhelming your customers with unnecessary information.
If you are still waiting for a response, following up is important. It serves as a reminder of your previous email and shows that you're persistent. However, timing and relevance are also important factors.
The future of Cold Calling
Can you recall the last time you answered a phone call and heard a real person, not a recorded voice? We live in a time when new technology is developing faster than we walk. Is cold calling still relevant in the digital age? With AI-generated emails and messages everywhere, don't you think people want more human interaction?
Receiving a personal phone call can be surprisingly transformative in a world of automated communications. Maybe we should reconsider cold calling. It's not dying but changing. It now values empathy, personalization, and human connection.
It's time to leverage cold calling and establish real connections rather than treating it as just another sales pitch. But how does it fit into the modern sales landscape? The key lies in research. Before even picking up the phone, how much do we know about the person on the other end? In the age of easily accessible data-driven insights, shouldn't we utilize them to segment our leads?
But how can cold calling be transformed from a shot in the dark to a targeted, well-informed strategy? Can we make a cold call feel less 'cold' and more like a warm, insightful conversation? How can we ensure each call meets our prospects' specific needs and pain points so they feel heard and understood?
There is a very fine balance between efficiency and personalization. We must ask ourselves if we are just going through the motions or building real connections with leads. And, in pursuing quantity, are we sacrificing the quality of our connections? Cold calling might still be effective as an approach, with research done.
Timing matters
In B2B sales, when we reach out to potential clients really matters. It can make a big difference in our success. When making cold calls, some sources state that it’s best to call between 10 AM and 12 PM, or from 4 PM to 6 PM. Early mornings, like from 8 AM to 9 AM, can also work well.
And, it turns out, Wednesdays and Thursdays are the best days to call, much better than Tuesdays. These tips are general. The best time to call depends on your industry and your prospect's schedule.
Sending emails in the morning is more effective for outreach. They get opened 25% more than afternoon emails. If you're sending emails later, between 12 PM and 4 PM is a good time.
In summary, reaching out to potential clients at the right times and adapting your approach to their availability can improve sales performance.
Why Following-Up Matters in Lead Prospecting
Combining emails and phone calls in your follow-up strategy is also recommended. This mix keeps things exciting and compelling. It's also wise to time your follow-ups well. Start by getting back in touch a few days after reaching out. Then, gradually increase the time between contacts. This way, you're consistent but not too pushy.
Each time you follow up, make sure you're offering something valuable. Share updates or news about their industry, or tell them about how you've helped a company like theirs. By keeping the conversation going, you show that you understand what they need. Remember to ask questions that get them talking. Open-ended questions are great for this, as they invite more than a yes or no answer.
Keeping track of your follow-ups is super important. Use tools like a CRM system to remember who you've spoken to and what you've discussed. This helps you stay organized and makes your follow-ups more personal and practical. Be ready to change your approach based on how they respond.
What does it say to your customer? - I say: "I am flexible, so I pay attention to your needs and am willing to adapt." This way, I show that I am listening to what potential clients need and ready to meet those needs.
Key Takeaways
To summarize, the key to B2B prospecting is researching your potential clients beforehand. This step takes time, but it's worth it because it helps you understand your clients' needs.
Once you've done your research, it's time to reach out. You might send an email, make a phone call, or connect on LinkedIn. The key is to choose the method that you think will work best for each client. It's like picking the correct key for a lock – it's different for everyone.
Here's where it gets interesting: try mixing things up. Use emails, calls, and LinkedIn messages together. This way, you're not just sticking to one method but combining them to get the best results and to see what works best. And then, if needed, change your approach accordingly.
To prospect effectively, you should understand your clients, use a suitable communication method, and try different approaches. Keep trying, keep learning, and you'll find the right strategy for each client.
Want to see your life science business grow? At Outbound Pharma, our consultants are skilled at finding new clients and making industry connections. Our goal is to fully understand your business needs and assist you in reaching potential clients.
How about a quick chat to get started? During this call, we can discuss your business and find the best ways to contact new clients. This could be through emails, LinkedIn, or other methods. Our goal is to find what works best for you.