The Internet and social networks have profoundly changed our access to information and consumption, while at the same time messing up the relationship between the commercial and the buyer. To adapt to this evolution and to honor your innovative positioning, here are 4 strategies of commercial prospection to stop.
What’s more paradoxical than an innovative company that looks old-fashioned? It may seem obvious said like that but it does not happen a week without meeting an innovative company that leads a strategy of commercial prospection worthy of the years 2000, not to say 90!
The buyer requires you to modernize your business prospecting strategy
Beyond a positioning problem, it is important to modernize your commercial prospecting strategy to meet the expectations and needs of the modern B2B buyer.
With the Internet and Social Networks, the buyer has become accustomed to carrying out most of his purchasing considerations alone and only accepts a sales representative from the moment he is ready to make a purchase decision .
The buyer leads a reflection in 3 stages : he identifies a problem that he must solve (Awareness), he researches and compares the solutions that are at his disposal (Consideration), he retains the solution that he considers the most relevant and tries to validate that it makes the right choice before buying (Decision).
It is imperative that you integrate this purchasing path into your strategy in order to prospect well. With this in mind, there are 4 methods of commercial prospection to stop now!
To make a good search, stop the prospecting
In the panoply of the commercial, the tool number 1 is the phone. Phone prospecting remains in the minds of many executives or sales managers the most effective way to win new customers.
Unfortunately, and by experience, I can assure you that the exercise is complicated or even worse: inefficient. But that, you already know no?
When some prospects still answer their landline (yes yes, there are!) Many will pretend a “meeting in a few minutes”, “a presentation at the end of the day on which I have not done anything” or a holiday departure that arrives at the end of the week to shorten the conversation.
For those who really engage in conversation, they will quickly move to the digital field. 90% will ask you for an e-mail including a link to your site and / or a presentation of your activities.
The remaining 10% agree to continue and a minority will lead to an appointment. Did you know that only 1% of Cold Trade prospecting calls resulted in an appointment?
To prospect well, stop door-to-door
Go to random doors of streets and activity areas to meet potential prospects, this is a commercial prospecting exercise that forges the experience … but that is far from the best way to prospecting!
The phrase “take a door” can not better reflect what a door-to-door business can look like: Do you really think that many decision-makers will give you 30 minutes or 1 hour of their time? while his own collaborators have trouble seeing him on important topics?
Chance can help you, but at a time when predictive analytics tools from the buyer and the tracking of visitors on your website abound, what place do you want to give randomly in your commercial prospecting actions? ?
The ideal scenario: Push a door, meet a decision maker, present your solution having understood its problem and follow up with a commercial proposal.
Unfortunately this ideal description does not arrive too much and the reason is quite simple: you do not take into account the maturity of the buyer – his position in the purchasing process – in your marketing strategy.
To be successful, stop mass e-mailings
Without a precise segmentation approach and a complete reflection on the problems of your target, the list of e-mails of the commercial can quickly look like a long sequence of copy / paste.
The only changes are the modification of the e-mail address and the name of the recipient, regardless of the type of prospect addressed. Formerly very useful, the prospecting email often ends up in the trash even before being opened.
Even worse, too aggressive use of e-mailing can get you a bad score from ISPs . In this case, your reputation as a sender is undermined and your e-mail will be sent directly to the SPAM category.
Sending hundreds of e-mails copied / pasted from a contact database that has been rented or purchased is irrelevant: the recipient has not accepted to receive your communications, so it will not be receptive!
To prospect well, stop the trade shows
The appointment at a trade show is the best time to meet, exchange and advance brands of interests into opportunities.
Again, the calculation of the performance between the duration of the show, the resources present on site and the entry ticket must be taken into consideration. In summary, calculate the ratio between the cost of your presence on this show and the number of customers you will actually sign. You will be able to define the cost of customer acquisition via this technique of commercial prospection.
Apart from the contacts whose intentions you clearly identify with your company, other visitors only see part of you: your kakemonos, your videos broadcast on your screens and all the other elements of sets speak only of you, your brand and your products.
Taking the time to present your services with visitors to your booth without knowing their intentions amounts to making an unqualified appointment . The chances of finding something concrete are, once again, quite low.