LinkedIn Marketing Strategy Blog
From Salesman to Jedi of the Lead Gen Empire : A few B2B sales tactics to convert warm prospects into bonafide clients.
The past 7 years, my sales career has landed me in the digital space, more specifically online B2B sales & lead generation. If you take a moment to think about how this space has changed in that time, you could probably understand why I feel a bit like Luke Skywalker right now.
All joking aside, we have obviously entered an alternate B2B sales universe. As consumers we used to rely on phone directories as our method of search. Nowadays one would feel insane without being able to instantly look something up on Google.
Businesses used to send sales people out on the road to visit clients or attend trade shows. While some still do, many businesses are finding other ways to stay in front of potential clients such as: Facebook, LinkedIn, emails, webinars, landing pages, and the ever so obvious – a profoundly optimized website.
Most industry leaders would agree content is KING and the way you position content is KEY. But, and this should go without saying, following up is IMPERATIVE!
Regardless of the advertising vehicle (STARFIGHTER) that you chose, when properly honed you will be generating an influx of leads or warm prospects. Some leads will be from direct outreach and are more obvious on how to close. You might already have sales training tactics in place and managers to help implement said strategies.
However, what about those prospects that have opted in to your emails, webinars, or whatever your content strategy may be? How do we convert our followers to become Jedi’s (clients)?
It’s important to convert these leads before they turn cold, and having effective ways to do that will be vital to the success of your campaigns. After all, these are people that have opted-in to receive your content. They continue to follow you, and yet they still have not taken ACTION!
There are several ways I follow up with warm prospects, just like yours, from our own marketing efforts.
Here are a few quick B2B sales tactics to live by:
Strike while the iron's hot!
Regardless of the type of lead, I see the best results when I'm able to respond to a prospect immediately, typically within an hour or so. Prospects understand that we lead busy lives, but they still like to feel appreciated and or important. A prompt response shows that that you care and their business matters.
If a prospect doesn't get back to you right away, it's 100% OK to follow up with them the next day either by picking up the phone, sending an email or both.
“Hi Jack/Jill, I'm not sure if you received my last email. I just tried to call you, however I was unsuccessful in reaching you. I would love to set up a call if you are open it.”
You get the idea. But the combination of both works very well.
A no-brainer for most. However, being punctual is an EXTREMELY vital part of the B2B sales process- from the introduction to signing the deal. It’s important to respect your prospect's time, after all they are allowing you to embark on their Starship (busy calendar). Punctuality goes a long way. Some areas to consider when taking a look at how punctual you and your employees are include:
o Client Engagement – Are you punctual in the sense that you strike when the lead is on fire?
o Sales process – Do all meetings start/end in a timely manner, proposals are sent on time?
o Delivery- Make sure you deliver on your promise. Are you setting the proper expectations from the very beginning?
The last thing you want is to have you or one of your sales reps drop the ball and have a potential client question the level of service that your company will provide.
Some of the ideas mentioned above may not be new to you, but these are some tactics that I utilize and have proven to be very effective for my company. I hope this helps a bit, and you can turn some of these warm prospects into closed business deals like I have!!
What would you add to this? Do you have any other B2B sales tactics that work well for your company?