Social listening aims to find out what people are saying about your brand or industry, why they’re saying it, and what they want from you. This information can help businesses make better decisions about how they market themselves and which customers they target.
The process involves using software tools designed to collect the data you need and then analyze it so that you can identify trends in the way people talk about your brand or industry. This can range from simple keyword searches to more complex data analysis techniques such as sentiment analysis (which measures whether someone feels positive or negative about a particular subject).
Simply put, it’s a great way to gain insights into what people think about you and your business.
Here are some ways to make the most out of social listening:
Know What Topics and Keywords to Monitor
The first step is to consider who your target audience is—and then think about what they talk about when they’re online. Are they interested in technology? Do they love animals? Are they all about politics? Once you’ve figured that out, it’s time to find the best places for them to discuss these topics.
Keywords are a great way to focus your attention on the most relevant conversations. Consider using keywords specific to your industry or your products or services. You can also use keywords that reflect your audience’s questions about your brand, like “Why should I buy from you?” or “What’s the best product for me?”
Topics are another way to narrow down what you’re looking for in social media conversations. For example, if you’re an online retailer, you might want to monitor mentions of “shopping” or “online shopping” and mentions of particular products or brands that interest you.
Hone in on Pain Points
Social listening is a process for understanding what’s bothering people in your industry, and it’s essential to do this before you start marketing.
On social media, people talk about their pain points. They talk about what they love and what they hate. They talk about the products they love and the products they hate. And all of this can provide invaluable insight into what the competition is doing well…and what they’re not doing so well.
All it takes is a little listening, and you’ll be able to figure out exactly where your business needs improvement—and then you can use that information to ensure that your social media presence is as strong as possible!
Improve Your Customer Engagement
The first step is identifying the platforms you’d like to use for social listening. Then, set up alerts on each platform so that you can receive notifications whenever someone mentions your brand or products in a post or comment. You can even set up alerts that will inform you when someone mentions another company in connection with yours—this can be a great way to see how your competitors are doing and what they’re doing right (or wrong).
Once you’ve set up all those alerts, it’s time to go through them! Start by looking at your posts and comments—what do people love about them? What do they hate? This will give you insight into what customers think about your brand and how they feel about specific aspects of your business.
Next, look at what other companies say about themselves on social media. See if any emerging patterns could help you better understand why customers choose one company over another. If there are any red flags raised by competitors’ posts—for example, if their followers seem less engaged than yours—then this might be an area where you need improvement!
Most B2B companies are using social media these days to find potential customers. They’re using it to connect with them in real-time and build relationships that lead to sales.
This is because social media has become an essential part of business culture. The average consumer spends about five hours daily on social media sites like LinkedIn and Twitter! That’s a lot of time for companies to connect with potential buyers—and win new clients.
Having More Than One Key Contact Per Account
If you work with just one person in each account and they leave, or something happens to them, you will be left without access to that client. So it’s much better to build a team of people who know you and your product well.
When you have one relationship in an account, you have a greater chance that the other people in that account won’t know you or your value proposition. If they don’t know you or your value proposition, they won’t be able to help you make deals. This can lead to wasted efforts because nobody knows who you are or why you’re there.
On the other hand, if you build multiple relationships within an account and with different stakeholders (for example, executives and mid-level managers), then these people will be able to introduce you to others within their organization who might also benefit from knowing about your product or service offerings. In addition, this strategy allows for more opportunities for introductions and referrals without relying solely on one person who may not always be available due to their busy schedule or priorities within the company.
The fact is that your customers are going to change too. That means that if you don’t stay involved in your customers’ lives and how they use your product or service, you risk becoming irrelevant—and potentially losing them altogether.
You’ve just sent an intriguing and persuasive email to a prospect. You get a reply. They’re interested. They want a demo. They’re ready to speak with you. And then…that’s it. All work and no follow-ups make Jack a dull boy.
When making outbound sales, it’s easy to focus on setting the hook. The initial contact. The opening email. But more likely than not, you fail to continue the conversation and close deals after your first outreach.
In this article, we’re going to explore the often-overlooked follow-up.
What is an Outbound Follow-Up?
You’ve just made a sales pitch. You’re excited and hopeful, but there’s one small thing you need to do before you can put your feet up: follow up.
Following up with a potential customer is a great way to ensure that the customer does not forget about you or your company after the initial contact at the top of the sales cycle.
A sales follow-up can be the key to landing a sale. Follow-ups are a salesperson’s prompt to the prospective customer to take action, whether making an appointment, scheduling a meeting, or placing an order.
Setting your follow-up schedule can be challenging. You don’t want to annoy your prospects, but you also have a limited time frame to get the appointment or sale. The best way to approach this is to send emails or calls, beginning immediately after your initial contact and continuing for about a week after.
Sales follow-up is essential because it helps create a friendly, familiar relationship with your potential customers. It also allows you to answer any questions they might have and ensure they understand exactly what they’re getting into if they decide to purchase from you.
How Many Follow-Ups Should You Make?
When you reach out to someone cold, you must realize that they might not be expecting your email. The best way to get through that mindset is by following up with them multiple times. The first time, you should send a terse and concise email explaining who you are and what your company does, along with a link to your website and an offer that will help them.
You can follow up three days later with another email or call-to-action, but if they haven’t responded, it’s probably time to move on to other prospects.
If the prospect responds positively, it’s time for a more extended conversation—maybe over the phone or in person!
If the other person is a colleague or someone in your network, you might have an opportunity to connect with them again. But if it’s a stranger, you should probably move on.
You can usually tell if someone is interested in your offer when they say something like “I’m interested in learning more about [product name]. Do you have any time next week?” or “I know our schedules won’t sync up but let me get back to you when they do! Thanks for thinking of me!” This doesn’t mean they will buy from you—just that they’re willing to learn more about what you’re offering.
Here’s a general outline you can follow. It is possible to tweak this depending on your product and what conversations you’re having.
1st day: Follow-up #1
3rd day: Follow-up #2
7th day: Follow-up #3
14th day: Follow-up #4
28th day: Follow-up #5
Two months after: Follow-up #6
One follow-up for each month after
What To Do (and Not Do)
DO: Be persistent but not annoying. Inbound leads are easy because they come to you, but outbound sales require a little more work and persistence, so don’t give up too quickly if someone doesn’t respond immediately. If they don’t answer their phone or email, try again later in the day or week. If that doesn’t work, send them another email or call them again later in the week (but not too much later).
DO: Take notes about what worked for each person you call so that you know where it went wrong with others and can adjust accordingly the next time someone from that company calls you back.
DO: Be specific about what you want from them. Don’t just say, “Please reply if interested in scheduling a meeting next week at 3 p.m.,” because many people will simply delete that email without replying or taking action. Instead, clarify why they should respond (e.g., “If interested in scheduling a meeting next week at 3 p.m., please reply with confirmation and availability details by Tuesday morning”).
DO: Send them your email only when you have something relevant to send them. Don’t send random emails just because you haven’t sent one in a while. That will annoy them more than anything else.
DO: Follow-up with them if they reply to your email with a question or comment. You don’t have to write an essay every time, but at least acknowledge that you received their message, so they know you read it and care about their response.
DON’T: When you send an email asking someone for their information or a quote, you mustn’t make them feel guilty about not responding. If they haven’t responded yet, that means they’re busy and haven’t had time to get back to you yet. If you contact a prospect and they don’t respond, it’s not necessarily because they’re ignoring you. It could be that they just haven’t had time to reply. Or maybe they’re waiting for something else (like a response from another sales rep). Or perhaps they’re just not interested in what you’re selling.
Outbound sales sequences are a foundational component of an outbound sales strategy. Think of them as your digital playbooks: you create the structure that guides how your team initiates and closes new business opportunities.
How to Analyze and Improve Your Outbound Sales Sequences
Sales sequences are among the most potent tools that outbound sales teams use to close deals and provide value to potential clients. Sales sequences allow reps to execute predictable, consistent workflows. But not all sales teams are using outbound sales sequences — many still rely on organic email outreach, cold call/cold email, or general best practices. This can result in wasted time, missed opportunities, and unsatisfied customers.
Your Targets Should Be Clear and Defined from the Get-Go
Your outbound sales strategy is only as good as your target.
So what makes an outbound sales sequence successful? It all comes down to knowing your target audience. Your target for each sequence should be either a persona, industry or specific company. Once you know who you’re talking to, it’s easier to tailor your messaging and get them excited about using your product. You’ll also be able to create a consistent tone that resonates with them.
If you can’t define your target audience clearly, it’s impossible for any of this to work. If you don’t know who you’re selling to, how will you know how to sell them?
The amount of time and effort you put into your outbound sales sequences depends on who you’re targeting. Your sequence may last longer if you’re targeting a VP-level persona, and you may need to manually touch the lead more often than you would a lower-level persona.
In other words, the more critical your target customer is to your business, the longer your outbound sales sequence should be. The longer the sequence, the more chances to make an impression on your target customer before they become part of your company.
A/B Testing is Crucial to Success
Do you know how your outbound sales sequences are performing?
If you’re not testing, then you’re flying blind. And we all know that flying blind is a bad idea when trying to land a plane full of passengers!
Why? Because even the best product in the world won’t be able to sell itself if the sales sequence is poorly written and structured.
There’s a reason why the best-selling products don’t use generic email templates: they know that it’s not just about writing copy that’s good enough but also about writing copy that converts.
That’s where A/B testing comes in. By running A/B tests on your emails, you’ll be able to learn what works best for your audience and what doesn’t work at all. You’ll also be able to see which versions are most effective at getting signups or sales from customers who have given their contact information in exchange for information about your product or service.
You might think that having a great product is enough, but if no one knows who you are or what you do—let alone cares—then how will anyone buy from you?
Use the “Right” Mix of Sequences
As you’re reviewing your sequences, make sure you look at the types of steps involved in your email and call sequences. Some sequences lend themselves to more calls, while others are email-heavy.
But no matter what sequence type you’re reviewing, make sure you have a mix of step types. This is what makes sellers appear authentic and genuine to buyers. And that quality, in turn, ups the likelihood of a response and builds rapport.
When building out your outbound sales sequences, make sure you have a mix of step types.
It’s easy to think that all you need is an email. But if your buyer is expecting a call or LinkedIn message, they’ll be disappointed and annoyed when you don’t deliver on the expectation you set. This will hurt your chances of getting a response and building rapport with the buyer.
So what does it mean to have a good mix of step types?
Let’s say your sequence has three steps: email, call, and LinkedIn touch. If those are your only three steps, it might be time to add something else there! If this is true for you, think about what kinds of calls would work best in this case—maybe two emails followed by two calls? Or perhaps a series of emails followed by one call and then another email?
Consider Adding More Steps to Your Sequences
Yes, you can add another step to your outbound sales sequence.
If you’re following a sequential sales process, you can use the same logic to determine when to add more steps.
The reply rate for each step will tell you how well your target audience is receiving your product and give you insight into where they’re getting hung up. If your first step has a low reply rate, then it’s likely that people aren’t interested in what you have to offer. If the second step has a low reply rate and the third step has a high reply rate, then it’s possible that people are interested but don’t know how they can get started with what you’re offering. And if all three steps have high reply rates, then it means that people are ready to buy!
If you want to increase your sales success rates, try adding another step and see how much impact it has on your overall reply rates.
Note: It’s easy to feel like you should keep adding steps to your outbound sales sequence. You want to be sure that you’ve exhausted all possible resources, right?
But what if adding another step doesn’t help?
It’s tempting to add another step to your outbound sales sequence because it seems like it could help—and it might! But you also have to consider the cost of doing so.
Every time you add a new step, there are associated costs: time spent creating and refining the content and time spent running A/B tests on the content (if applicable). It increased the cost for each contact who will receive the additional message.
So before you start adding more steps, look at how many contacts are still clicking through from your last step (or from the first step). If their click-through rate is still high, go ahead and tack on an additional step if you think it might help! If their click-through rate has dropped significantly, you can feel confident that you’ve exhausted all resources and won’t see any gains from adding additional steps.
Change the Focus of Your Language
What’s the first thing you think of when you hear “outbound sales?”
If you’re like most people, it’s probably “pushy” or “annoying.” But if that were true, why would we keep doing it? Why would companies spend so much time, energy, and money on outbound sales when all they get in return is a bad rap?
Because it works.
The truth is that inbound sales—when your customers come to you—aren’t enough anymore. With so many options for customers to find what they want (and for them to do it without talking to anyone), it’s no wonder that inbound sales have become less effective than ever before. That’s why outbound sales have taken over: because they work! They get your potential buyers’ attention in ways that other techniques don’t.
The key is not being pushy or annoying; instead, it’s helpful. Your buyer doesn’t care about how great your company is, how many awards you’ve won, or how great your product is. They care about how you can make their job easier and make their business more money.
Do you ever wonder why your outbound sales sequences don’t seem to be as effective as they should be?
It’s not your product. It’s not your salespeople. It’s not even the market.
It’s all about the buyer.
No matter how great those things might be, your buyers aren’t interested in hearing about you or your company. They want to know how you can make their job easier and how you can help their business make more money.
So what does this mean for your sales process? It means that it’s time for an overhaul! You need to start making it about THEM, not YOU, from the very beginning of your outbound sales process until the end.
If your job was to prospect for potential clients looking to buy from your company, what strategies can you use to help close more deals?
Ten years ago, just about any business owner that possessed a camcorder, a tripod, and the ability to turn on the recorder could film a commercial. These days, video marketing needs a little more creativity and professionalism. Video offers a personal touch when communicating with prospects and lets them know that you care enough to put in extra effort for them.
If you’re looking to create a video that will truly stand out, then it’s essential to follow these guidelines:
Keep it short and sweet. Keep your sales prospecting videos under two minutes. This ensures you can get your point across without overwhelming your customer.
Make sure your script is on point and tight. A poorly written script for a sales prospecting video can lead to even worse results than no video. You want to make sure you’re saying what you need to say to get those prospects on board with your brand message and sales pitch.
Keep it simple and easy to understand. Don’t overcomplicate things by being fancy or clever — it won’t work in this situation! Everything about this video makes sense for your audience, from start to finish.
#2: Always Leave a CTA.
A call to action (CTA) is simply an instruction that encourages people to take some kind of action. This could be signing up for something, buying a product, or even sharing the video with their friends.
It can be anything from signing up for a newsletter, downloading an ebook, sharing, subscribing, or following you on social media.
There are many ways of including a call to action in your video. Here are some ideas:
At the beginning of your video – If you want people to take action at the end of your video (for example, subscribe or share), then it’s best to include the CTA in the beginning. This way, viewers will remember what they’re supposed to do when they reach the end of your video.
In the end – This is probably how most people include CTAs in their videos. You can either ask directly for viewers to take action (for example, “please subscribe”) or use a subtle hint – for instance, by saying something like “make sure you don’t miss out on our next video.” You can also leave it up to the viewer’s imagination by asking, “what should we talk about next?”
#3: Be Prepared. Have a Script Ready.
We’ve all been there. You’re recording a video, and you realize that you don’t know what you’re going to say.
It’s not a good feeling, and it can make the difference between a successful video and one that flops.
To avoid this scenario in your videos, write down your talking points before recording. When it comes time to record, you’ll be prepared with ideas for what to say next.
This can be as simple as writing down bullet points on paper or in a word processor — whatever works best for you.
It’s common for people to get nervous about being on camera and forget what they want to say, so you must have everything written down ahead of time.
You can use bullet points or complete sentences, but it’s best if the notes are short and concise. Don’t worry about the length of the talking points — just get the main points out there.
Once you’ve written down your talking points, you’ll need to memorize them. Practice saying them out loud until they feel natural. If you’re not sure how to practice, try reciting them while driving or doing chores around your house.
Finally, don’t be afraid to ask someone else for help if they notice something that needs fixing or improving in your presentation style. You’ll be surprised at how better people will react when they see that you’re trying hard — not just winging it!
#4: Connect with Your Audience.
When speaking to someone on camera, your eyes are the most essential part of your body. When you talk to your audience on camera, make sure that you look at them as they watch what’s happening in front of them with interest and focus.
When we speak to someone, there’s an unconscious connection between our eyes and theirs. To make it work in a video, simply turn the camera toward yourself to capture your face from the side while you’re talking. Then, turn the camera back toward whoever is listening to you so they can see what you see onscreen.
The viewer will be able to see that connection between their eyes and yours through this process — making it easier for them to feel like they know who you are and what you’re experiencing together in real-time.
Because video is an emotional medium, it’s important that your viewers feel connected to you through their feelings about what’s happening onscreen — rather than just watching passively from an outsider’s perspective.
#5: Add Some Personality To Your Videos!
A sales prospecting video is one of the best ways to get your message to your target audience in a way that they can relate to. It’s a great way to show off your personality, and it offers you an opportunity to be yourself.
For example, if you’re a consultant, you might want to show how easy it is for people to reach out and ask you questions. Maybe you want to explain why you do what you do, or perhaps you just want to give some tips on how they can get started on their businesses.
If you’re a freelancer or contractor, your prospecting videos should focus on why clients should hire you instead of everyone else offering similar services. Show them why they should choose you over all the other options!
When producing a sales prospecting video, it’s tempting to use stock images and generic music. You may think that having a generic look will help as many people hear your message as possible.
That might be true, but it also means that your prospects will be less likely to pay attention. If they’ve seen a million videos just like yours, they’ll tune out before you get started.
The best way to promote yourself is to show off who you are through the videos you create. Don’t hide behind the camera or pretend that you’re someone else — let your personality shine through so that prospects can see who they’re dealing with.
Here are some tips to achieve this:
Show off your office space.
This is a great way to give prospects a chance to see what working at your company would look like, but it also gives them a chance to see where the work they do every day happens. If you have any cool features like slide shows or other office amenities, definitely include those!
It goes without saying: people love humor, especially when it’s used effectively—and the best part is that there’s no wrong way to do it! Just make sure that whatever jokes or puns you use are appropriate for the audience you’re reaching out to
Sales professionals have always used storytelling to persuade and inspire. Abraham Lincoln used advertising stories to speak out against slavery with the help of the newspaper. Mary Kay Ash took part in personal development classes through storytelling.
Today, salespeople and other professionals rely on marketing stories for different purposes such as sharing tips, inspiring, or even persuading customers. Mark Zuckerberg has admitted that Facebook was initially built because he wanted people to share their stories.
Have you ever had a salesperson tell you how good a product or service was, and it just left you cold? You’ve heard the story before from another seller — the same features, the same benefits, the same story — and decided to buy from someone else.
I’m not interested in telling you that my product will save your business $10,000 per month. I’d rather show you. This is the mindset you should always have when making your pitch.
How To Craft Stories That Sell
#1: Create a connection powered by relevance
Stories have the ability to create a connection between your audience and what you are trying to sell. It should be based on real-life experiences and not be theoretical or too much in the future.
For example, if you’re selling advertising space for a website, don’t talk about how great it would be to have an unlimited supply of targeted traffic. Tell them what happened when your client ran out of targeted traffic and couldn’t afford to pay their bills.
If you sell medical insurance, tell them about a client who lost her job due to an illness and had no way to pay her medical bills.
If you sell financial services, tell them how you were able to help someone get out of debt or plan for retirement by using those products.
#2: Compel through concrete storytelling
When we tell stories, we’re not just recounting events — we’re building connections. A story is a way of showing the kind of person you are and the values you hold.
When you tell a story, you’re doing more than just sharing an experience — you’re creating an emotional connection with the other person. And when they connect with you, they see themselves in your story and realize that they can relate to it as well.
To make your stories memorable, use concrete details.
In order to make your stories more powerful and compelling, you need to be able to tell them from different angles. That’s why most people have a hard time telling good stories. They can only think about one angle at a time.
But when you understand how stories work on multiple levels, you can change your perspective on any given story and see it from many different angles. This will help you make your stories better and more engaging for your audience.
#3: Honesty is still the best policy
Storytelling is an art form that can be used to connect with your audience, create a sense of community, and prompt them to take action.
The best sales stories are simple, authentic, and memorable. They’re told in a way that feels natural and relatable to the listener.
Stories help you connect with your customers on a deeper level by getting inside their heads and making them feel something genuine — empathy, excitement, or even fear.
But too many salespeople fall into the trap of using canned or trite phrases when they try to tell a story. This makes it harder for listeners to relate to what you’re saying because it doesn’t sound like something they would actually say.
A great way to illustrate concepts or processes is by using examples from your own life or from other people’s lives. For example, if you’re selling software that helps businesses track their inventory, talk about how this software has helped other businesses reduce costs because they didn’t have to ship out extra inventory when they sold out of a particular item. Or if you’re selling an online course on personal finance management, share stories about how people have been able to pay down debt by setting up savings accounts for emergencies and sticking to their budgets.
#4: Tell your story with flair
Storytelling is about more than just telling a tale; it’s about sharing an experience that connects with the audience. And this is how you get customers to buy from you: by making them feel something.
So if you want to be an effective salesman, be an effective storyteller first!
Here are some storytelling techniques that will help you sell like a pro:
Use vivid details
Tell stories that reflect your audience’s concerns (and not yours)
Create characters with whom people can empathize
Focus on what matters most to your audience
Storytelling is an art form that engages people at an emotional level — it’s not just about facts and figures. It’s about connecting with people as human beings who have problems they want to be solved or desires they want to be fulfilled. When you tell stories in your presentations, you make yourself approachable as a person instead of just another vendor trying to sell something.
Alternatively, use analogies and metaphors to explain complex concepts more clearly.
Storytelling is an ancient art form.
It’s been around for thousands of years and has been used to tell all kinds of stories. The Bible, for example, is full of stories about people’s lives, struggles, and triumphs. Ancient Greek mythology is full of tales about gods and goddesses. And today, we are still telling stories through books, movies, television shows, and more.
But storytelling isn’t just for entertainment purposes — it can be a powerful tool in business as well. If you haven’t already realized this, then you need to start incorporating storytelling into your sales process immediately!
If you’re in B2B sales, you’ve probably battled a gatekeeper. They can make or break your sale. This is especially true of B2B mid-market sales. Gatekeepers hold the keys to the kingdom. If they don’t see an opportunity, they can ensure no one else sees it either. That’s why we call them gatekeepers.
Without a doubt, B2Bs hate gatekeepers. They frustrate salespeople and hurt business relationships. The real trick is finding ways to overcome these obstacles. If you’re interested in selling to B2B companies in the future, it’s essential to know how to get around gatekeepers.
4 Ways to Get Past the Gatekeeper
You can’t just pick up the phone and call to accomplish this. Gatekeepers live to prevent salespeople from getting through. Here are four ways to bounce over, under, and around gatekeepers to reach prospects you otherwise couldn’t.
Whether a receptionist or an account manager, a gatekeeper is designed to keep you out. They’re tasked with filtering visitors, calls, and emails from prospects and determining if the person you want to reach will be willing to listen to what you have to say.
A gatekeeper has control over whether or not you can speak with your prospect, but they don’t have to be the end-all-be-all of decision-makers. Most gatekeepers are just doing their job—managing their boss’s schedule and ensuring they don’t get interrupted by unnecessary people.
You can win over gatekeepers by showing them that you value them as an essential part of the process and that you’re not just trying to get past them so you can sell something. You need to have a sense of empathy for their role in the company and understand how much they must be juggling on any given day. That way, when they say no, it won’t feel like a rejection from someone who doesn’t want to hear from you at all—it’ll feel like a rejection from someone who does want to help but just doesn’t have time right now!
#2: Make It Personal.
1. Handwrite a note.
If your prospect is someone who cares about personal touches, this can be an excellent way to break through their defenses.
2. Make an appointment in person.
If you’re able to arrange an in-person meeting, do so! It’ll help show that you’re serious about wanting to have a conversation with them, which can go a long way toward getting past their defenses (and gatekeepers).
3. Send swag!
If your prospect is the type who responds well to gifts or small tokens of appreciation, send them some marketing swag as soon as possible after making contact with their gatekeeper—it’ll help show that you’re serious about wanting them as an account
#3: Changing Your Perspective.
Every gatekeeper is a resource. Each of them has access to valuable information. They know where your prospect is, their schedule, phone number, and much more.
You must view each gatekeeper as a resource rather than an obstacle. Viewing each gatekeeper as an obstacle can lead to some frustration if you’re not careful. Asking for the name of someone’s assistant can be an excellent way to get around this problem and make sure you have the right person on the line when you call back.
You should also try to be polite and respectful when dealing with gatekeepers. Remember that they are people too and may be working in an uncomfortable situation themselves (for example, fielding calls from angry customers). Don’t take it out on them just because they’re not letting you through!
If you’re having trouble getting through to someone by phone, try sending them an email instead or following up later in the day when their schedule might be less busy.
#4: Bypass the Gatekeeper.
If you have a sales team, they probably spend most of their time on the phone and emailing leads. They may be spending more time doing this than they are selling.
You should be if you’re not using a CRM (customer relationship management) system to track your contacts. But even with a CRM, there are still plenty of people who aren’t using it as effectively as they could be.
Gatekeepers will always exist in some form or another — whether it’s a secretary or someone else who answers the phone or screens your emails — so it’s vital for you to find ways around them if you want to get through to decision-makers
The most effective way to bypass gatekeepers is to invest in sales data. Partner with a B2B data provider, such as Pipeline Signals, to secure your most important prospects’ direct dials and email addresses.
Once you have these contacts, send them an introductory email explaining who you are and why you’re reaching out. If they respond, it’s time to start building rapport and working on establishing a relationship over time.
Another approach is to research your prospective company and find out what their employees are talking about online. Look for groups or communities where they participate and join those groups yourself. This will allow you to engage with them online in a more organic way than sending an email cold call — which could see it as spammy or intrusive (and therefore not read).
Almost every prospect you speak with has sales objections or reasons for not buying your product. If they didn’t have qualms about the price, value, applicability to their situation, or purchasing ability, they would have bought it already.
While dealing with objections is an inevitable aspect of the sales process, it may be a significant stumbling block for moving prospects through the pipeline. Accepting the complaints and sending a breakup email right away may be tempting. If you’re going to be successful, you’ll need to learn how to find and overcome these concerns.
What is a Sales Objection?
Any concern a prospect expresses about a barrier impeding their ability to buy from you is a sales objection — an unambiguous indication that you’ll need to handle more areas of the buying process than you thought.
According to Brett Trainor in an Expert Talk, customer objections are a sign that they don’t grasp your value or your ability to solve their problem. When customers raise objections to a purchase, it’s a sign that they’re interested in what you’re offering. They enquire, demand more information, and express their worries.
Instead of being afraid of sales objections, learn to see them as chances to move your sales process forward.
How to Deal with Sales Objections
While objections are one of the hardest and more unpleasant aspects of sales, they are not necessarily dead ends. Let’s look at how you can get around these potential stumbling blocks.
Taking care of objections
Dealing with objections is an inevitable and frustrating part of the sales process. The process entails specific actions and skills that every salesperson should be familiar with. Situational awareness, gathering background knowledge, leading with empathy, and asking intelligent, open-ended questions are just a few.
Being aware of the situation
There’s no one-size-fits-all approach to managing objections that will address all of a prospect’s concerns. You’ll need a good sense of where you are in the sales cycle, the kind of the deal you’re chasing, and your prospect’s demands and interests, among other things.
Understanding the conditions that shape a prospect’s objections is critical to effectively addressing them. As a result, you must retain situational awareness as your talks with a prospect proceed.
Getting a lot of background information
This argument follows the previous one: comprehensive background information informs effective, actionable situational awareness. Investigate your prospect’s company and, to some extent, the prospect themselves.
What are the company’s current challenges? What problems do the prospect’s industry peers regularly have? If you’ve previously worked with similar-sized firms, try to recollect their concerns.
And, in the event of your contact, be aware of their responsibilities. What authority do they have to make decisions? Daily, what areas of the company’s operations do they deal with? What are the most common issues that someone in their job faces?
If you know all of this and more, you’ll be in an excellent position to answer objections gracefully.
Empathy in leadership
Objections are a normal part of the sales process, and they often — if not always — reflect legitimate concerns. When your prospects push back a little, you must avoid being visibly upset and impatient with them.
Every great sales effort starts with empathy. You shouldn’t sell to a prospect solely to make money; you should sell to them because your product or service is the best fit for their problems. As a result, you must always keep their wants and interests in mind.
You may set yourself up to anticipate and effectively answer their objections if you stay on top of their problems and circumstances and approach them with compassion and understanding.
Posing open-ended, thoughtful questions
Every other element on this list can be bolstered by the capacity to ask meaningful, open-ended questions. If you want to comprehend and effectively resolve the objections raised by your prospects, you need to go to the bottom of their problems.
Asking them meaningful, courteous questions and providing the opportunity to address them thoroughly is an excellent place to start. Avoid queries that can only be answered with a single word, “yes or no,” and don’t be afraid to use silence to your advantage.
There could be more underlying objections that the prospect hasn’t expressed or has merely hinted at. Before you can react successfully, you’ll need to ask open-ended questions to assist you in uncovering all of the objections.
Allow your customers to express themselves. Determine their issues – and put yourself in a position to anticipate their objections.
Numbers don’t lie. Your buyers have changed and so must you. In fact, 57% of the buying decision is completed before they are willing to talk to a sales rep. (Tweet This!) So traditional sales methods of cold calling and email are gradually becoming less effective.
Sales for Life was founded with one goal – to become the most trusted sales resource for its customers. During our journey, we’ve had the privilege of serving thousands of sales professionals and leaders around the world, from start-ups to Fortune 50 corporations.