According to research, 57 per cent of B2B C-suite buyers prefer being contacted via phone. That’s great news, right? I mean, package your value proposition pick up the phone, and start calling.
Wait, there’s a flip side.
Today’s gatekeepers – we are talking PAs, secretaries, receptionists, and office managers know better than to put through a random cold caller to their bosses. They’ve been trained to smoke out a sales rep from the first “hello” and deny them access.
So, how do you bypass these hindrances and reach that decision-maker? Here are top cold calling tips along with other digital strategies to help you win over more customers.
Cold Calling Tips
Let’s jump in:
- Create cold calling objectives. Which, by the way, shouldn’t be about driving a hard sale. Reps rarely snag sales on the first call so you’ll want to focus on achievable outcomes like a second call, meeting, or free trial. These objectives should align with your assigned metrics to ensure you’re hitting your target as well.
- Identify your target market. If you’re targeting a specific industry, you’ll be speaking to decision-makers who have similar challenges and drivers. It pays to know their lingo and the issues that motivate them so you come across as a helpful industry insider. Do your research.
- Leverage trigger events. The B2B space evolves constantly—companies merge, others expand, and global events like the pandemic or new legislation affect them. Look for scenarios that open up opportunities for potential partnerships.
- Share a benefit statement. Once you’ve introduced yourself, share with your prospect a clear statement that expressly indicates how they stand to benefit by doing business with your company. Whether it’s improving business efficiency or cutting costs, let them know upfront.
- Timing is everything. Industry experts recommend steering clear of Mondays and Fridays— people are busy planning their new week or winding down for the weekend. We say, check your target industry for preferential days and hours and capitalize on those.
Consumers across the board have taken preference for video. They are entertaining, snackable and get the message across in not so many words.
Marketers are responding to this growing appetite by using videos across marketing channels and for every step in the purchase process.
You’ll find videos on landing pages and emails, on websites, on social platforms and on other sales outreach strategies.
And here’s the secret—you don’t have to spend top dollar in production. Gritty, authentic and helpful videos can generate high engagement and ROI.
Work on Your Customer Focus
Today’s customers expect vendors to not just understand their needs and expectations but to also adapt their operations accordingly.
Question… How conversant are you with your customer’s present and potential needs? Do you understand their business drivers?
Customer focus revolves around obsessive knowledge of your consumer’s needs and motivations, and how to deliver effectively. All touchpoints centre on helping your customers achieve their goals rather than pursuing your own agenda.
With customers at the heart of your business, you build better relationships, improve consumer satisfaction and see growth in your own business.
- Listen to your customers. Walk in their shoes to understand their goals, how they feel and what drives business decisions. Analyze web analytics and product/service use patterns, run surveys, and invite feedback from customers to gain insight into their business priorities and purchase patterns.
- Appoint customer-focused advocates. These employees become your customer’s voice whose role is to ensure your organization maintains customer focus. They champion customer needs, identify areas of improvement and help guide product/service design and processes.
- Consider using an account-based salesforce strategy. Most customer data is decentralized living in multiple systems in different departments, often resulting in disconnected experiences for the customer. With an account-based salesforce plan managers assign accounts to individual staff who see it through from the initial contact to conversion.
Considering its impressive ROI—averaging $36- $45 per dollar assigned to this strategy, it’s no wonder our inboxes are brimming with promotional emails.
But it’s one thing to dish out newsletters and another to launch email marketing campaigns that resonate with consumer needs.
A buyer who’s trying to figure out their problem can find educational content such as analyst coverage and how-to guides tremendously helpful. Pitfall analysis, solution comparisons, and readiness and suitability assessments are good options for those looking for solutions.
And when it comes down to the best vendor, then case studies, bench strength demonstrations and how to buy content will be most appealing. As you can see, understanding the content your target audience is looking for contributes heavily to your success, plus knowing when to send emails for maximized engagement and best CTA placement.