For businesses to say yes to meeting with you and learning about what you can offer, you have to start with a valid business reason. It’s fundamental in sales literacy and prospecting. However, it can sometimes be absent in approaches.

It’s a noisy landscape, and business owners receive many communications in multiple channels daily. Earning the attention of prospective customers is a challenge, and perfecting your valid business reason could make all the difference.

What Is a Valid Business Reason?

A valid business reason, also known as a VBR, is why someone would want to meet with you. It’s not the reason you want to meet with them. By defining this and making it a priority, you’re being considerate of someone’s time. It demonstrates that you’ve given specific thought to their challenges and the solutions that could resolve them.

So, how do you develop a VBR that will be sticky with those on the other end of your email, phone call or in-person drop-in?

VBR Best Practices

We spoke with our prospecting experts to get their insights on what makes a VBR compelling. Here’s what to consider:

  • Strong VBRs state the purpose of setting an appointment.
  • The VBR should focus on the business and its needs with a “what’s in it for you” lead. Those needs will vary. For example, some companies may need more help with recruiting than customer acquisition. You’ll need to be specific.
  • VBRs identify who you are and why you’re contacting the company.
  • The content should set the scene for what they can expect if they meet with you.
  • It should be clear, concise and complete.

You could see better results by following these guidelines. However, be wary of enticement over personalization.

Personalization vs. Enticement

Successful VBRs have personalization as a foundation. Personalization can include an understanding of the organization’s industry or market. It can also be more personal if you find ways to connect with the decision maker you’re targeting. If you present what you know, they’ll realize you took the time to personalize the message.

The other way that some sellers attempt to get the meeting is with enticement. The lead in the communication is “I’ll give you something if you talk to me.” There’s no VBR present — just a bribe to get a free coffee or meal. It’s doubtful that this tactic delivers any meaningful results.

Best Practices in Action: Conversation Starters

Your initial communication and VBR need a starting point. Using one of these ideas gives you something to break the ice, which can lead to your VBR.

  • Sharing content from industry publications: You can link to an article with an interesting idea or insights to leverage, which could be a great concept for a campaign.
  • Alluding to market research and data: There is tons of research out there about every industry and about local advertising in general. Finding a compelling stat and positioning it to the business owner could create a connection.
  • Leading with a consumer trend: Businesses need to stay in the know about what consumers want, but they may be unaware. Sending them information about a trend and how they can capitalize on it is an excellent way to show them how valuable it would be to meet with you.
  • Referring to what they’re doing online: When you look into a company, you check out its digital footprint. Do they publish content on their website? Are they active on social media? Bring up a specific example of this and how you could build out a campaign to amplify it.

The best advice to take away from these ideas is to always focus on the customer. A VBR has nothing to do with how great your ratings are or how much revenue you generate, nor should it involve sending an email with a link to your media kit. These are tired outbound tactics that won’t get a response.

Final Thoughts on Creating a Winning VBR

Wrapping up this topic, here are the rules for what a VBR should and shouldn’t be.

Your VBR should:

  • Align with someone’s personal goals and business objectives.
  • Explain why and how you can address their pain points.
  • Define what’s in it for them.
  • Demonstrate relevancy to the customer.
  • Have an informal, natural tone.
  • Be short and to the point.

VBRs should not:

  • Burden the recipient with asks like “let me know what works best for you.”
  • Have grammatical errors or typos.
  • Include pricing.
  • Use industry jargon.
  • Say you’d love to meet with them; it’s self-serving and awkward.

Prospecting is an ongoing skill to hone and build. It can be the beginning of a wonderful professional relationship, and VBRs are key to this.

Looking for more prospecting resources? Check these out:

7 Stages of the Sales Cycle: Stage 1: Prospecting
12 Simple Prospecting Tools to Make Your Life Easier
How to Make a Prospecting Plan