Insights for the data driven leader.

Prospecting Mistakes You're Making

It’s easy to not put too much thought into prospecting. After all, only a few of those prospects you reach out to actually turn into an opportunity. However, prospecting is crucial if you want to keep your pipeline filled and keep gaining traction.

We've put together a few thoughts on common prospecting mistakes you could be making that are losing you potential customers.

Not Doing Your Homework

Research has always been stressed as crucial in prospecting. It’s important to stop and spend some time conducting research on your prospect and their company. Without doing this, you are unable to determine the best method to move forward. Everyone feels more important when they receive personalized content; that’s why researching your prospect is important. Research allows you to have a higher understanding of who your prospect is and how they can utilize your company’s product. Once you understand this, you can tailor your sales message to fit their needs.

Not Customizing Your Content

Going back to doing your homework, not personalizing your messages to prospects can be a huge pitfall. After putting in the time and effort into researching who it is you are reaching out to, it’s wasted effort if you aren’t customizing your content. Nobody wants to feel like they are being sold to along with thousands of other unknown accounts, that’s why it’s up to you to reach out to each prospect and make them feel as if they are the most important account you could gain.

Failing To Communicate Correctly

Everyone has a preferred method of communication, and as an SDR or BDR it’s up to you to be mindful of this. Your method and style of communication isn’t determined solely by your prospect though, your product has a large pull as well. If your product is very complex and lofty, a phone call may not be the easiest way to explain how your product fits their needs. In this case, email could allow more room for details. With the rise of social selling, more and more prospects utilize social media to determine what they think of a brand. It might make the most sense to connect with prospects through social before you reach out with a phone call or email. Proper communication is crucial to move accounts through your pipeline.

Not Including the “Why”

Prospects don’t want to view the buying process as them being “sold” to, but rather as them finding guided help to a solution. If you just keep pitching different functions of your product, they may not see how it can solve any of their problems. Prospecting is how you fill your pipeline, and to keep accounts in your pipeline, they must see value in your product. Each email or phone call should include a “why” for that prospect. Why do they need your product? How is your product solving a problem? Any blog or eBook you send needs to be relevant (remember how you did your homework?) and help answer questions that prospect has.

What else? What are some mistakes your team has been making and how have you worked to overcome those problems? 

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May 3, 2017
Caitlin Glasscock

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