Here’s a familiar story – You’ve done your research, found potential prospects for your company, and got their contact details, but then you face one of these scenarios:
- Your emails are ignored
- Your calls are going unanswered
- Your LinkedIn message is left on read
These challenges have been the bane of many sales professionals looking to land their first meeting with prospects. If you are reaching a dead-end in connecting with decision-makers, it’s time to switch up your strategies.
Here are 4 ways to increase your chances of getting in the same room with decision-makers in your target group:
1. ATTEND NETWORKING EVENTS
Today’s decision-makers are bombarded with emails, sales pitches, and phone calls daily. They don’t want vendors; they want long-lasting business relationships.
At in-person events, sales professionals can connect with prospects casually and organically, and have meaningful conversations about their challenges. Networking at in-person events also presents numerous opportunities for sales professionals to reignite connections with cold leads and nurture them into deals. For example, there are full-day invitation-only local events where sales professionals can network with hundreds of top decision-makers in the region under one roof. It’s essential to remove selling from the equation and focus on networking instead.
Before attending an event, sales professionals should:
- Request a list of attendees before the event (if possible) and research them and their companies. Look up any interviews they might have done and find out about their latest projects. This can help spark conversations.
- Shortlist who you want to meet and connect with them on LinkedIn.
- Note the interesting sessions at the event, especially those related to your product or services, so you can attend and find prospects interested in the same session.
2. SEND PERSONALIZED EMAILS
Decision-makers receive emails from hopeful sales professionals daily. These decision-makers simply do not have the time to go through their inboxes thoroughly, let alone respond. Research shows that 80% of B2B customers are more likely to purchase from companies that offer a personalized experience (Epsilon), and this should start with the first touchpoint. How do you ensure your email lands at the top of your prospect’s inbox?
- Get personal: Dig deeper by looking into their social media profiles and websites. For example, find out what they are posting on LinkedIn and check if there are any recent news articles about current or upcoming projects at the company. Weave in your findings in the email to show that you have a genuine interest in their lives rather than merely hard selling your product or service. This can also build trust which over time can bloom into a long-lasting business relationship.
- Leverage videos and demos: Incorporate short, engaging videos or demos into your emails to showcase your product or service. A well-crafted video or demo can quickly communicate the benefits and relevance of your offering. Make sure the content is concise, professional, and directly addresses their pain points or business objectives.
- Send useful attachments: Attachments can add value to your email, but they need to be relevant and useful. Consider including case studies, white papers, or market research reports that demonstrate your understanding of their industry and highlight the benefits of your product or service. Ensure the attachments are easy to read and professionally formatted.
3. WORK WITH LEAD GENERATION PARTNERS
It’s no secret that lead generation tools are extremely helpful for sales professionals, especially in the prospecting stage. However, most of the lead generation tools on the market only provide basic contact information of prospects and nothing else. Sales professionals still need to spend time cold calling and sending introductory emails to those prospects with a low chance of response. Services like ME Matchmaking by Management Events go beyond that by getting you in 15-minute 1-to-1 meetings with decision-makers in your target group.
- Bypass the gatekeeper: ME Matchmaking utilizes Management Events’ extensive network and industry expertise to identify companies with a strong fit for your ideal customer profile and connect you with the right decision-makers within those companies.
- Meet decision-makers all year round: Imagine having at least 25 meetings lined up with decision-maker prospects in just 3 months! This allows you to walk into meetings confident that you’re speaking with the person who influences the buying decision.
- Say goodbye to scheduling meetings: You will be supported by representatives who will manage meeting logistics with prospects, ensuring everyone’s calendars are updated. This saves you valuable time which you can pour into more crucial tasks like meeting preparation and follow-ups.
4. PRIORITIZE BRAND BUILDING AND AWARENESS
It takes an average of 5 to 7 impressions for a brand to become memorable (Action Card). Therefore, a strong brand presence is imperative as it builds awareness, credibility, and trust among your target audience. Companies with strong branding also inch closer to being top-of-mind solutions for potential customers. Once your customers know who you are, the chances of you securing an appointment or meeting with them are higher.
Here are ways to elevate your brand presence:
VIRTUAL EVENTS
- Join relevant webinars: If your company develops cloud software, try to join cloud-related virtual insights-sharing sessions. Find opportunities to be a host or a speaker for increased exclusivity and visibility.
- Be active and engaging: Utilize online channels to communicate with other virtual event attendees. For example, use the chat box to ask questions to the other participants and get to know them better; and eventually introduce yourself and your brand.
IN-PERSON EVENTS
- Position yourself as a subject-matter expert: In addition to networking and logo placements, send representatives from your organization to host workshops and roundtable discussions in your target market to spark genuine conversation.
- Co-host events with access to your target audience: Working with non-competitive businesses that share your target audience but offer complementary products and services is a great way to boost your brand presence. Co-host events with companies like Management Events that have access to an executive network to strengthen your brand as a thought leader in the industry.