The behaviors and expectations of your customers have changed. To have a good commercial approach, you must take these developments into account. Let’s see how. Let’s keep it simple: the customer doesn’t appreciate your disturbing him during his day. He does not wish to be interrupted by a commercial prospecting call. He no longer reads advertising emails. What he wants is to lead his buying thinking alone, at his own pace. If he has a problem, he goes to Google. When he has a need, he arms himself with his smile or his Brunei Email List
solutions. When he has all the necessary information, he makes his decision. It is only from there that he will agree to speak to a sales representative. Better, he will often contact him himself. It is a crucial paradigm shift. It requires you to modernize your customer approach.
Otherwise, your performance will continue to decrease. Generally speaking, having a conversation is not a complicated thing. However, when a conversation includes two people who do not know each other, things tend to become more complex. Especially if one of the two did not want this conversation. In a cold sales approach, you approach a prospect who: Doesn’t particularly want to talk to you; Does not know you, neither you nor your company; Is unaware of the value of your offers; In the age of the Internet and social networks, there are too many unknowns to be effective in cold prospecting. The buyer no longer accepts being solicited in this way, by a company from which he has not asked for anything. So how do you do it? What customer approach to adopt in this context?
New context, a new approach
As we will see, Inbound Sales is the perfect method but before that, in order to convince you a little more of the importance of modernizing your approach, let’s take a very concrete example. It’s always surprising to watch salespeople spend so much energy talking to someone who, in the most hypothetical of cases, could become a customer. Make no mistake: if you are here, you have noticed a drop in the performance of your sales approach. For months now, even years. The Covid-19 and the particular context that resulted from it has something to do with it, accelerating the paradigm shift described above. But now, under pressure from General Management, salespeople have the (bad but human!) Reflex to increase their call volume tenfold. Unfortunately, the returns do not increase proportionately with their efforts. They, therefore, wear out before reaching their goals.
The reason is simple: with this type of customer approach, the rare times you manage to cross the barrier of the switchboard, you find yourself chatting with the person we saw in the intro. A prospect who: Doesn’t particularly want to talk to you; Does not know you, neither you nor your company; Is unaware of the value of your offers; You have to ask him a whole series of very specific questions to qualify your prospect … A not very glamorous questioning! This outdated commercial approach then leads to the following statistic: Only 1% of telephone sales prospecting leads to an appointment! So what is the solution? Armed with your best smile, you canvassed hundreds of contacts like we play Loto. But there: The result rarely lives up to your expectations. With a cold sales approach, even if appointments are made, it is difficult to measure their quality.
The limits of a cold customer approach
Sometimes, the appointments are canceled at the last moment. The rest of the time, the prospect is absorbed by other subjects and your appointment interrupts them in these tasks. So what follows is a conversation of poor quality. Suddenly, an effective customer approach strategy begins with collecting information allowing you to answer these 3 questions: Is the prospect the right contact in the target company? Is he mature enough to prospect? Is the context conducive to decision-making at home? If you have the answers, you can put them to use and pick up your phone. To choose from is a salesperson more likely to get in touch with a prospect if they choose the approach: The answer, you have it. B, obviously.
But I see you behind your screen. I see your skeptical face: “prospecting is easy when you have this information, but how do you get it before picking up your phone? “. With a crystal ball? No. Rather by integrating the Inbound Sales strategy into your business approach. Let’s go back to the very beginning: your customers want to take their thoughts quietly, on their side, before speaking to a salesperson. They need to have a clear idea of the possible solutions before accepting the exchange. Your customers are fierce. Wild, and autonomous. Connected to the Internet. The main challenge: attracting the attention of online prospects. In this context, since your clients are thinking online, you will get much more results by making it easier for them than by harassing them over the phone to get an appointment.