Want to make a salesperson groan?
Bring up the subject of prospecting. It may arguably be the most important stage of any new business development, but it’s also the most frustrating: first, because it requires a lot of time; and second, because it often feels like a shot in the dark.
Much like those weekly team meetings, prospecting keeps Sales away from what they’d rather be doing—closing more deals. Finding and verifying potential new contacts can be a painstaking process, especially since more people respond to email than they do cold-calling. That means Sales is either obtaining those email addresses manually, or they’re purchasing lists of contacts that are expensive and often outdated.
Even after they’ve found the right people, following up with them on a consistent basis can be difficult. Many prospects don’t respond to an initial email, making your sales team members feel like they’re shooting information into the void without any clue whether it’s resonating. Even those who measure electronic engagement—seeing who’s opening their messages, clicking on links to their websites, and viewing specific pages—can become frustrated because all of these metrics aren’t a substitute for the phone calls they’d rather be having.
The solution
The solution to this problem is to give Sales more time by implementing prospecting automation. This software develops a database of active contacts based on the firmographic profile of your ideal client, from industry and job title to revenue and geography. As they’re verified, these prospects receive short, direct emails with the goal of educating them on who you are, and establishing your authority in their marketspace. You’ll reach a wider audience of potential new business, improve your brand awareness, and allow Sales to focus on the prospects they wanted all along—those who are ready to have conversations.
