In the second part of our series on the stages of the sales cycle, making contact is up next. In this post, we’ll provide tips for making contact to ensure it’s memorable, relevant and engaging.
After vetting your prospect and determining that they fit your ideal buyer, it’s time to initiate contact. You already have the background information about the advertiser. Additionally, you may have more insights if they have had any engagement with your brand. You now have to take what you learned and approach them in the best way.
Keep in mind that they likely receive inquiries regularly regarding advertising. What will you do to stand out and add value to their business? Consider these tips.
Build Rapport by Understanding the Advertiser
To connect with a customer, you need to understand them. First, you have to be knowledgeable of their business and customer base. You have access to data about their industry, consumer behavior trends and other nuggets they’d find useful. In conversation, you could include research-based points such as:
- News or current events that relate to their industry and its outlook for the future
- Results regarding different advertising vehicles (digital, email, radio, TV, etc.)
- Data about their potential customers and what they need
Second, you’ll cultivate rapport better if you know more about the person or people making decisions. You can use tools like Crystal Knows to gather insights on the person in LinkedIn. Simply searching for them online could also reveal more about their professional life, such as interests and recognitions. Weaving this into an initial conversation could enhance your credibility.
Script an Engaging Elevator Pitch
An elevator pitch is about what your company does and how it benefits its customers. It should be unique and relevant to your prospect. Crafting one that defines your story and vision for the buyer should create excitement and anticipation.
Here are some tips for an engaging elevator pitch to use when you make contact:
- Capture one selling point: Dial into what matters to your specific audience instead of attempting to include anything and everything your business does. Why should they care, and how will it benefit them?
- Keep it casual: Remember that this is a friendly conversation. You’re approaching it with a consultative method; you’re helping, not selling. Give it a relaxed feel, so it’s something you can naturally bring up in conversation. Practice until it feels effortless.
- Be short and sweet: Confusing and long elevator pitches are the ones people forget. Make it something you can remember, and your prospect won’t forget, with a short, direct message.
“The goal of the pitch is to get your listener interested enough to commit to a meeting. Practice is key to nailing an elevator pitch.”
Jeff Ulrich, Senior Manager of Digital Transformation, Marketron
Sales pros know that communication is everything. The wrong tone, mood or direction of the conversation can make or break your next step. Before jumping in, ensure you understand your prospect’s persona, as they each have different goals and priorities.
Try these suggestions for better communication:
- Find your voice: It’s crucial to find your voice when setting appointments. The only thing more uncomfortable than reading from a script is being the person on the other end of it. Put in the time and effort to discover your tone and style. You’re building a bridge, which starts with authentic connection.
- Practice active listening: Invest the time to listen to what your prospects say. Hear and make notes of what they want, expect and need. When it’s your time to talk, focus completely on their concerns regarding advertising challenges. Doing so establishes you as a trusted resource.
- Use feedback loops: Quick follow-up questions throughout your conversations help build deeper connections. For example, if you’re explaining a feature, confirm that they understand with questions like “Does that make sense?” or “Would that work for you?” This helps gauge interest and attention to ensure the conversation isn’t one-sided.
“Aim to come across as someone who offers value. Be specific and deliberate with your prospecting. Let the prospect know why you chose to reach out to them.”
Todd Kalman, SVP of Sales, Marketron