Ask any salesperson, and they’ll likely tell you how they struggle one way or another prospecting new clients. Prospecting, the task of acquiring potential customers to positively impact a company’s growth, is often referenced as the biggest challenge in a sales role. But does it have to be? Work smarter, not harder with the right approach.
To find and secure new clients, first develop a strategy. Think of it like a roadmap, with the destination being greater profitability and revenue. But before you hit the road, here are a few tactics to keep in mind.
Research- To find the best clients, you need to know what (and who) to look for. Ask yourself:
By targeting specific needs, research allows you to reach prospects on a personal level. You’ll gain extensive background knowledge about them and be more prepared for that first call. Avoid wasting time with small talk and filler questions. Use what you know about them and their company in a convincing sales pitch to increase your odds of acquisition.
Also, remember that the client you're prospecting may have researched you too. Be prepared to showcase how your company is different and offer solutions to their needs for a better chance of landing the deal.
Communicate- Who are you targeting, and how will you reach them? Potential channels for prospecting new business include:
Each of these serves a unique purpose but is not universally fit for every client. When using emails, keep them clear and concise. Keep information specific and applicable to that client only. Too wordy or impersonal and they’ll end up deleted.
Cold calling can be a great tool to land a meeting, but avoid sounding too “sales-like” in your pitch. Be authentic, and follow up with an email. If you can get a reference, even better. This gives you more validity and a better chance at a follow-through.
When used properly, social media is an invaluable tool in prospecting new clients. In today’s digital world, professional social media accounts are more prevalent than ever, and if you’re not using them to attract new business, someone else is. A strong online presence reflects your communication skills and presents you as an expert in your field.
Adapt- “If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.” (Zig Zigler) Talk in the language of the client, not the language of sales. You want to come across as likable and an expert in your field. Don’t be afraid to be firm in your pursuit—sales is an aggressive industry!
A personalized approach combined with providing relevant, valuable information to potential clients will set you up for success. Utilize call lists, collect as much information as you can, and generate fresh ideas. Plus, we’re always here to help! Email us anytime with questions at info@thedigitalhealthrecruiter.com.
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