What do you think is the most important thing a prospect needs in order to buy from you besides the budget?
Now here’s an interesting fact - Less than 3% of buyers trust sales reps. (source: Hubspot)
That doesn’t sound very reassuring, does it?
Yet, it’s no surprise. Sales is, after all, a field where people profit from selling products to meet set quotas.
Does this mean that the entire sales profession is mired in this trust paradox? Is it time for the sales apocalypse? Quite the contrary, actually.
Sales is in fact, one of the most popular professions in America, with around 13% of all jobs in the U.S. (1 in 8) being full-time sales positions. (source: Brevet) And it’s only expected to grow further.
So how do all those salespeople manage to talk to prospects and build trust?
Let’s get right to it!
Know what’s even more important than learning how to talk to prospects? Making sure you’re talking to the right prospects!
Targeting the right prospects—those that have a need for your product and the means to buy it from you—can be a huge timesaver.
To make sure you find the right prospects, you can create an ideal customer profile (ICP), an imaginary person who in an ideal world, would be the perfect customer for your product, and then compare it to your prospect list.
Prioritize the ones that match your ICP the most.
There’s only so much you can do to blow a prospect’s mind if they aren’t even interested in your product to begin with. So, target the ones that are.
The opening sales message is the first thing they hear from you and thus, the last place you want to make errors.
The key is to get your point across without being too forward or too disinterested.
Keep it short and keep it sweet. Get right to the point and address their needs, while also keeping the message personalized to the reader.
Here is an example from Creative Strategist Jake Jorgovan’s personalized cold emails:
Take note of the industry of their business, their role, as well as their decision-making authority before any communication is initiated.
Your opener shouldn’t just be optimized for personalization and crispness.
If you want to hear a response from them, you’re going to have to make sure it stands out from the crowd of other messages in their inbox.
How can you grab attention with your opener?
Here’s an example that aced the checklist for an eye-catching email:
You can also try finding common ground with your prospect and mention it in the message. LinkedIn already offers enough information about a prospect for you to find something that both of you have in common.
Another effective tactic is to connect properly first before mentioning anything about your product. Any effort to build a relationship that isn’t immediately aimed at selling your product is likely to be appreciated.
It’s always a good idea to go back to the beginning of your conversation with your prospect so that you have a bird’s eye view of your progress with them.
This helps you make sure you’re not missing anything important that could potentially affect your prospecting adversely. For example, failing to deliver after making an offer or forgetting an important detail.
On the other hand, revisiting your opening messages can also give you a chance to uncover extra opportunities that you might have overlooked during the first read.
If your first message hasn’t elicited a reply from your prospect, you’ll have to make sure your follow-ups do. In many cases, you’ll have to send as many as five follow-ups to get them to respond.
Here’s an example of a short, yet reply-worthy email:
You can also conduct further background research on your prospect and find a newsworthy item to share with them. This can possibly grab their attention.
Keep following up consistently with value and gently build credibility to instigate a reply. Speak their language throughout your communication with them.
Lastly, have a clear call to action (CTA).
While following up, make sure you create a sense of urgency in your prospect’s mind.
This can be done by getting them to take a simple action first, such as booking a demo.
After making sure your prospect has a clear idea of the value of your product, quicken the pace by adding a deadline to your sale and igniting the infamous FOMO (Fear of Missing Out).
However, make sure you’re accommodating for any hiccups that they might be dealing with. Assist them throughout the process.
Ultimately, salespeople need the right prospects, and prospects need the right products. And the delicate task of putting this equation in motion falls on the salesperson.
You can find tons of advice on the Internet on how you should talk to prospects to nurture worthwhile relationships with them. No matter what advice you take, the basic idea is to help the reader put their trust in you.
The prospect is after all, a person first and a prospect second.
If your goal is to breeze through a conversation with your prospect, we have just what you need.
Slintel can give you access to the most relevant information from more than 250 million lead profiles—everything you need to blow their mind.
Check us out to know more!
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