PROSPECTING: The Follow-Up & It’s Impact
Prospecting Follow-up & How It Impacts Your Sales Growth in Dublin & Columbus, Ohio
Since the beginning of the pandemic, sales have become harder and harder! With the shift to more on-line interaction’s buyers have become extremely comfortable with doing their own research and involving sales much later in the buy cycle. This means that what made the salesperson valuable in the past no longer exist. Further, the approach used by a salesperson in the past to engage prospects are no-longer working. Which raises the question: “What must be done for sales success”? The answer is simple to identify but hard to execute – better prospecting.
Why is it so hard to execute?
Well, there are several reasons: fear of rejection, amount of time required for account management, wrong mindset, lack of training and an unstructured approach. The consequences can be brutal and leave the sales rep in violent peaks and valleys. Since customer attrition is inevitable, if the lead pipeline dries up, it’s only a matter of time before sales follow suit.
Even after these concerns are overcome, there is one dominant problem – follow-up.
This too can be overcome. The key to follow-up is developing the right sales cadence – a group of specific prospecting actions and when they are taken. Designing the right sales cadence is critical, unfortunately, the sales cadence and selected channels most often used are not right for the target audience.
In today’s “connected” world there are an incredible number of ways to engage prospects, from social media to email, text messages and phone calls. To many reps focus on one channel and never diversify their approach. Studies show that adding additional channels can increase effectiveness by up to 400% - incredible!
We recommend a multi-channel approach that includes 5 key components: Connecting on LinkedIn, sending a personalized text message, following up with email, direct phone calls, video.
In future blogs we dive deeper into how to implement each of these channel strategies to increase prospecting success. This approach can be game changing if you have been struggling to get higher prospect engagement.