No matter who you are, prospecting is an evolving challenge. For every industry, every channel, every audience, and every day – the playing field shifts. What used to take 3 emails and a clever voicemail now takes 15-20 touches across at least 3 channels. What’s more, each touch has to be highly relevant to the group of buyers you are speaking to.
Adapting to the modern sales environment is the only way to survive. But to compete will take something more.
Enter the modern approach to prospecting. The purpose of prospecting isn’t to pitch a sale, but to create enough doubt about how I do work today that I’ll listen to a new way. This paradigm shift is the nucleus of the Sapper approach to building sales sequences. Partnered with depositing value and crafting relevance, we coach our clients on exactly how to compete in the market, and how to come out on top. Here’s how:
The 3 Dimensions of a High Performing Prospecting Sequence
Every prospecting sequence, regardless of its architecture, should incorporate the following components. While incorporating research, testing, and prospect personalization, look to these principles to guide the flow of your sequence.
1. Persona Relevance
The key to building a prospecting sequence is relevance. In fact, eighty percent of customers are more likely to purchase products and services from brands that deliver personalized experiences.
Relevance is deeper than personalization and requires an intimate understanding of your buyer persona. You need to reference more than your prospect’s name to establish relevance. Aim to touch on core challenges in their day to day and how your solution removes their most pressing obstacles. This is how you can create real value and peak curiosity.
While brevity is vital in your prospecting sequence, seek to make every word count by being specific. Contrary to popular belief, the height of intrigue is not ‘I think you’d benefit from my service’. Tap into the true desires of your audience, taking your messaging beyond tech specs and new features.
Start by asking yourself:
- Why does this prospect need my solution?
- What sort of business challenges do these needs create?
- What are my prospects’ priorities?
- What does my prospect want to see, hear, or learn about?
2. Value-focused Deposits
Rather than circling around your desire for a sale, seek to be of service. This shift in focus allows you to better meet the needs of your prospects, helps you to establish trust, and ultimately builds relationships. Value-focused deposits aim to educate your prospects on their most pressing concerns.
A “value-focused deposit” is any type of content or touch that provides value to the prospect. These can be white papers, blog posts, emails, videos, demos, webinars or other creative assets. Where they’re at in the prospecting sequence, their segment, and how engaged they are with your initial touchpoints will determine the type of deposit you send.
Remember, value is everything, this should be something that your prospect wants to share with others due to how relevant it is to them.
3. Disruptive Curiosity
Most prospect actions are driven by curiosity and emotion — not need. You can establish need once you are having a sales conversation. Instead of focusing your messaging on “here’s why you need this,” focus on “here’s why what you’re currently doing may not be in your best interest.” These are two wildly different value propositions. If you gently guide them through a value-focused sequence, they’ll start to question their current solutions. That’s where you want them. Your capable salespeople can execute the final step. Getting them there requires patience, nurturing, and a gentle touch.
Fifty-seven percent of potential customers admit that they’re more likely to purchase from a salesperson that doesn’t apply pressure during follow-ups. Keep your eyes on value — not quick responses.
With these basic principles you should have what you need to get started on creating valuable sales sequences. Remember that your objective is to capture attention through providing relevant value and building curiosity.
Don’t forget that this process takes time. Your prospects are busy people doing their best to solve their own problems. You are the last thing on their mind - as you should be. It takes consistent nurturing to build enough awareness and curiosity to warrant a cold conversation. That said, don’t procrastinate, go get started now!
For one on one consulting on optimizing your sales process, click here.