Staying on top of prospects is both a science and an art - something that can be taught and repeated, but also requires a certain level of intuition. You never want to annoy a prospect by over-communicating, but you also don’t want to lose them because you didn’t stay top-of-mind or make them feel appreciated enough. So, we came up with some tips to help you stay on top of your prospects without being over the top! Feel free to use them for yourself or share them with your sales team.
Don’t pass up on the opportunity to use today’s technological methods to approach prospects. Let’s face it - we all use social media. However, what’s important to know here is which social media is appropriate for prospecting. Sales leaders find the most success on two specific platforms: LinkedIn and Twitter.
Instead of simply saying you have a product that might interest them, you can inform them of a specific, exciting feature that just launched. It’s a friendly, non-invasive way to prospect. The advantage of this is that a prospect may require that particular functionality, which will spark their interest in the product as a whole. Furthermore, launching a new product feature on social media will help keep your followers aware of what’s happening with the product, which might draw more attention and improve the reputation of your brand.
Video messaging has been cited as a highly effective method of communicating with prospects. Not only are video messages more personal than written messages, they are also more interesting and interactive. Seeing a video message in your inbox will catch much more attention than a few lines of generic text. Furthermore, similar to the relationship between a cover letter and interview, videos allow you to pitch your personality and demeanor alongside the product. They give the prospect an idea of who you are and how it will feel to work with you. Just make sure the video message is well thought out and not too long! Less is more in video messaging.
Personal communication applies to all of the above. It’s always imperative to do some preliminary research on a potential client. Social media makes it easier than ever to personalize your messaging. Here’s an example that includes all three of the tips above, plus this one.
Let’s say you’re launching a new feature of your product and your target group is SDRs in the marketing technology sector. You use a list of top sales influencers around #MarTech on Twitter to find prospects to reach out to. Look through their bios and recent tweets to identify some personal information. Maybe they’re a fan of Star Wars or are obsessed with coffee.
Use that information to construct a personal reach out where you reference one of those details. This outreach can be done over Twitter or LinkedIn. You can either privately message or tag a prospect on Twitter. On LinkedIn, it’s recommended to make a short video about the new feature of your product. Try to stay relevant to their company and even mention how the feature could help them personally in their role. Show you did your research. Use the right reach out tools. And don’t be afraid to get personal!
There are a million different ways to find new prospects and it’s always a good idea to take a look at what is working and what is not in your sales team and constantly reevaluate! Don’t reinvent the wheel - but do make adjustments that will work in your favor. Now, go get prospecting!