I’ve had the chance to exchange ideas with some of the best salespeople around lately and a key idea has come to the surface: B2B prospecting is changing and becoming more demanding.
This means that you have to be more creative, more of a value add, and more persistence to create opportunities.
Here are 3 things that you need to know about the changing nature of B2B prospecting:
Blasting prospects with cold calls, emails, or other forms of mass marketing aren’t effective:
You used to be able to blast out templates and trick people with cute subject lines…now, that doesn’t work.
What does work?
Personalization, segmentation, and creativity.
Cold calls actually have a place in the B2B prospecting effort:
You may have heard about the death of the cold call.
I don’t know if I ever bought that, but I know that in the right places it can still work.
The change comes in just picking up the phone and randomly calling 20 people a day may not get you the results you are looking for, but combining your cold calling with another activity can definitely help you.
Professional persistence matters:
I’m surprised when I hear the rate at which people reach out to prospective customers these days.
Sometimes it is every day in sweatshop style sales shops, but in other places, the touches don’t come consistently enough.
To achieve success in prospecting, you have to be consistent and persistent.
This means having a number of touches planned out with a variety of media.
This might mean touching a prospect 8 or 9 times in 3 weeks with your touches coming from email, phone calls, LinkedIn, social media, direct mail, and other creative ways.
The big takeaway is that prospecting is changing and you have to change with it.
What are you seeing out there in the world of sales and prospecting?