No-one wants to speak any more

The more accessible we become in a digital world with multiple touch-points available to grab our attention the less accessible we choose to make ourselves. The challenges most sales people have these days when asked to build a pipeline and deliver on targets is no-one wants to speak anymore.

Well thats the excuse you tend to hear all the time anyway. It is a lot harder these days but we have to remember we are dealing with human beings who are usually very busy delivering on their own daily targets without having their days disturbed by fanciful sales folk trying to push products on them that they don’t actually want.

Are you relevant?

The key to successful prospecting, as it always has been is to do the research. How can you cut through the everyday clutter and make yourself stand out. Your message, even if you have exactly the right product thats going to help solve their problems is still one of many emails, calls or messages they’re going to receive that day. So how can we grab their attention? Simply put its content.

Content is king

Well researched content is now the single most important tool we have in the sales armoury if we are to stand a chance of generating the required attentions. Bog standard ‘sales messages’ that may have worked in the past are not working now. You need to do your homework and research at a granular level in order to understand your prospects pain points - you then need to determine how your propositions can address this and what format you need to deliver it to your prospects for viewing. There are ‘lead’ prospecting tools available on the market, quite a lot of them are free of charge to help you support your planning and how you can align your lead generation, sales and marketing focus.

Be consistent

Making sure you are consistent with your ‘sales ready’ content messaging across all marketing channels will deliver the ideal prospect’s attention and lead to a much more focussed conversation. As long as your content speaks to pain points of your defined prospects that is.

You are the experts

The way you pitch this content is also crucial, it needs to be a part of a broader strategy to build customer awareness and trust. With the influx of CMS platforms available and the constant flow of data and AI tools, sales folk can be much more laser focussed on contacting the right person on their own time via their preferred media as well as hopefully delivering the right message. Multiple touch-points increase the opportunity to build the relationships. Positioning yourselves as thought leaders and experts by providing consistent, helpful information can help them see you as a trusted partner.

Whether the prospect is engaging with you through social media, directly or via telemarketing you should always be ready with the best content to position yourself as experts who are there to help. Delivering free advice or information to solve specific issues will deepen relationships and become a differentiator for you versus your competition, allowing you to build trust.

If you have any questions or any particular challenges you would like to discuss please feel free to leave us your details and we’ll be in touch shortly.