Starting at the top, your process when you get a new list is key, the first time you call through the list:
- Never skip a company – Put in the hours and effort to source and call even if it takes you a couple of days to get through the list – you will reap the rewards later.
- 2-3 relevant people at EVERY company – As an example this would bring your target from 100 companies to 300 prospects.
- Never skim through.
- Be Crazy Diligent!
As well as sourcing 2 or 3 people with the perfect job title:
- Always try and source a DDi or a mobile by calling up the gatekeeper our using a solution like Lusha.
- Or if you have comprehensive data in your CRM try and add someone that you can see has been spoken to before– this will be a person who is receptive to calls, and even if they aren’t 100% relevant they should give you info and a referral.
- Push for the referral’s DDi or mobile from this contact too.
- Be conscious that sourcing 8/9 people per company can be counter-productive, causing you to not be familiar with your list and ultimately less successful.
Next step is to never forget the basics in this job:
- Whether you are on 6 meetings for the week or 1 for the month you need to make sure you are proactively sourcing new contacts through LinkedIn, speaking to people at the companies on your list and also checking your CRM for new contacts (Your colleagues should be improving your database every-day too). This will mean that you always have pipeline and new contacts to speak to.
- Also, when speaking to a person make sure you update notes for multiple contacts from that company. For example they are using XYZ solution, or person ABC is best to speak to. This will allow you to make the most of your time as you won’t be contacting people needlessly when you already have better intelligence at your disposal to utilise.
- Equally you won’t miss the chance to make your call relevant as for example you may know what tool they are using or that they are having a particular challenge at the moment.
Lastly there are a few more points that will help you when your target list appears overcalled and dry, these actions will help you to have more conversations:
- Anyone who you believe to be a hot referral, make sure you source a DDi and mobile for.
- It is also more worthwhile asking for the number outright on the switchboard, rather than asking to be connected to the individual you are looking to speak to. You have nothing to lose, worst case you will be connected even if you aren’t given the number outright.
- You will likely have a repetitive calling pattern, it is important to make sure you flip the order regularly (top to bottom, rather than bottom to top for example) this will allow you to catch people at different times in the day. Sorting alphabetically or by job title occasionally will help provide variety. If you are looking for help around the timing of your conversations then please send me an email, we have a solution that can help.
- Never turn down an opportunity to add more data by finding new companies to prospect into. Remember though, bad pitches which aren’t thought out will burn companies, and data can be finite so treat every organisation with care.
- Leaving your list and targeting a different industry or working on a different campaign for a few days and coming back with a fresh pair of eyes is also beneficial, this will also allow pipeline to mature.
- Re-pitch people who you have marked as cold – sometimes they might have just been having a bad day. We all have those once in a while.
- Make sure you are sending speculative emails daily – not everyone answers their phone and with marketing automation tools and lots of literature on email engagements this can’t be ignored. Hubspot who are a vendor in this space have produced an interesting article – https://blog.hubspot.com/sales/best-time-to-make-a-sales-call
The worst thing you can do in any prospecting job is to mindlessly call through a list. Make sure you don’t cut corners on sourcing, use alternative techniques, vary your tactics and make sure you aren’t burning leads. If you do feel like your list is dry or you are going through the motions get in touch with me – firstname.lastname@example.org