The most feared part of the sales cycle…
Prospecting…Arguably for many B2B organisations the most troublesome and difficult part of the sales cycle. Right?
All too often there is talk and focus on a single part or tactical element of prospecting, be it:
- New Data
- New Tech to ‘enable’ better prospecting.
- New marketing content or strategies that are supposed to fuel prospecting (usually in the short-term)
But often the bigger issues around prospecting do not get tackled…
…bigger issues that are maybe centred around legacy cultural perceptions and viewpoints around prospecting.
Our experience working with SME, Mid and Enterprise organisations across multiple verticals has taught me one consistent learn….
Prospecting for new ‘new’ customers is categorically not a consistent and for many organisations not an art that is still truly understood.
It often gets deprioritised behind existing account strategies, awareness building marketing activity and tender bidding focusses.
And often because organisations can continue to tick over quite nicely from the above focusses, effective and innovative prospecting of new customers continues to be neglected…
But in a period where growth into new markets is becoming priority number 1 for most b2b organisations…is it time to review existing prospecting approaches?
Are legacy strategies the key blocker to change?
We often see varying strategies and approaches to prospecting:
- Some B2B organisations have dedicated prospecting teams (sometimes referred to inside sales teams) who focus on nothing else (inhouse or outsource).
- Some organisations believe prospecting should sit under the remit of a standard field sales rep.
- Some organisations operate prospecting within a ‘hybrid’ sales role where it is combined with existing customer retention and growth focuses.
- Other organisations will operate ‘prospecting burst strategies’ where sales teams get together for ‘power calling’ sessions across set times of the week/month.
And whilst it is worth noting that all the above strategies can work, and do work for some organisations, economic influences and a more sophisticated B2B buyer (prospect) will undoubtedly be pulling down on all of them.
The important question to ask however, is whether any of these approaches give the B2B Buyer the right message at the right time…consistently?
And how do you know your maximising opportunities and putting yourselves ahead of your competition?
Repetition Repetition Repetition!
The best athletes never succeed on talent alone. It is only ever partly contributing towards their success.
They succeed because of repetition, hard work, and more repetition and hard work. Doing the same things, very well, but repeatedly.
Successful prospecting shares many similarities to that same mindset:
- It should always be a constant – if you are not talking to your prospects consistently your competitors very well maybe
- You will never understand your best process and methodology until you have tried them all and fine-tuned accordingly
- And you need to recognise that not every salesperson can prospect…. prospecting is a skillset in its own right.
To help you understand if you have the most effective ‘constant’ prospecting strategy in place, we have pulled together some key questions to ask of your current prospecting approaches:
- Do you understand the total size of your marketplace, do you have access to it, do you segment prospecting focus on the most profitable lookalike prospects?
- Do you have a full-time resource dedicated solely to prospecting?
- Does your prospecting strategy seamlessly touch all potential buying touchpoints? (Email, social, video, voice)
- Is your prospecting completely automated ensuring all touchpoints are optimised constantly?
- Is your marketing function providing regular, consistent and highly engaging content to pipe into your prospecting strategy?
- Do you have a capability assessment process to ensure you have resource which matches the required skillset for 21st century prospecting?
Finally, if you need a second opinion or advice on any part of your prospecting strategy then please get in touch today for a human 121, no obligation chat.
B2B Prospecting after all is what the team here at Ampli live and breathe and we are passionate about disbanding prospecting legacies to fuel our client’s customer acquisition growth.