If you’ve heard the phrase “cut through the clutter,” 80 billion times this year, there’s a reason. It’s the number one problem salespeople face. According to the latest study by Richardson Insights, “The top three challenges in 2016 are interconnected and may be a direct cause-and-effect problem stemming from the universality of digital communications, resulting in shifts in buyer behavior. Sales and marketing professionals are having an increasingly difficult time getting buyers to respond to correspondence, promotions, and basic, lead-nurturing activities, particularly with the increasing number of communications that everyone is exposed to these days.”
In other words, there’s a lot of junk out there, and you’re drowning in it. While this central struggle is the culprit, there are a few things you may be doing that make it worse.
Taking a one size fits all approach
If you’re still taking a cookie cutter approach to your prospects, you’re going to get burned. Whether it’s the emails you send or the phone calls you make, ditch the script and personalize the whole message.
If you think a simple “Dear John,” counts as personalized, you’re doing it wrong. A little research goes a long way. Tailoring your conversation with something like “Looks like you guys got some fresh powder this weekend!” will blow John away.
Neglecting to add value in every touch
We know you’ve got to sell. It’s the blood oath you swore while chanting “Always be closing,” your first week on the job. But if you want to close, you’ve got to add value. So stop talking about you and start talking about them. Emails that address the prospect’s specific pain points and challenges are going to get saved, answered and even shared.
Asking for something before you’ve given something first
Consider the impact of sending a white paper with the phrasing, “Hey John, I thought you might find this white paper useful based on our discussion the other day about increasing web traffic.” You’re giving first, adding value, and personalizing your outreach to the prospect.
Sending items like gifts takes this to the next level. Five minutes on John’s Facebook page could reveal that he’s an avid golfer and Virginia Tech grad. Imagine his surprise and delight when he receives a personal note, golf balls and VT head cover from you.
Disappearing after the sale
Seeing the sale as the finish line is detrimental to both your customer’s success and your own. Think of the sale as tying the knot, winning the Presidential election, or getting a promotion—it isn’t the end, but the beginning. Continuing to care is a sure way to create the kind of customer advocates that bring in more business and have a higher lifetime value.
If you feel like you are drowning in all the digital noise, don’t just tread water. Use these four fixes to propel yourself toward better horizons—where your customers are waiting.
What are some other tactics that you’ve used to successfully reach your prospects?