Though many salespeople despise prospecting, it’s an important part of sales.

不幸的是,大多数销售代表使用无效和过时的销售勘探技术,而不是实际上可能导致较高合格的潜在客户的有效实践(并使它们更偏向于勘探)。

Just like every other aspect of the sales process, you need to put in the effort and focus required. This is the only way to prospect efficiently so that you don’t waste your time on unqualified leads that aren't suited for your product or service.

Use these modernsales prospecting techniquesto help you better find leads who you can serve, engage, and eventually, convert to customers.

Download Now: Free Sales Prospecting Guide + Templates

销售勘探方法

Sales prospecting方法是销售人员进行宣传以获取新潜在客户或与现有潜在客户互动的任何方式。Effective prospecting methodscan vary by sales organization and industry and can include email outreach, social selling, event networking, and warm outreach over the phone.

Traditionally, there were two very different types of prospecting: outbound and inbound.Outbound是一种方法,要求销售人员进行“冷”外展活动,并通过电子邮件发送了没有选择与他们交谈的潜在客户。

Inbound salestook the opposite approach, encouraging salespeople to build relationships with their prospects and call or email only those prospects who had expressed interest in their product or service.

Today, most sales experts agree the best approach to sales prospecting is a combination of both inbound and outbound selling.

1. Make warm calls.

您与新潜在客户的最初接触不一定是 - 实际上,不应该完全冷。它可能非常有用热身前景before making the initial contact.

You can increase your chances of a warmer reception by familiarizing the prospect with your name or your company affiliation before you make your first call or send your first email.

A few ideas as to how to achieve this: get introduced by a shared connection, comment on a piece of content the buyer shared on social media, or "like" a status update or job change announcement on LinkedIn.

2.成为一个思想领导者。

通过将自己确立为行业中的思想领袖或主题专家,您可以在接触新的潜在客户之前建立信誉和信任。

建立自己as a thought leader include starting a blog, writing guest articles for industry publications, and speaking at trade shows and conferences.

This also helps you familiarize your leads with your name before the initial contact, which was discussed in the first technique.

3. Be a trusted resource.

为了成为销售人员的成功,you have to do more than sell. You have to be your client's go-to person and support them after you’ve关闭销售.

通过将您的职位从产品和服务的销售人员更改为解决方案提供商,您可以增加从快乐客户转介的机会。

当您需要向自己介绍新的潜在客户时,请借鉴这些推荐。当您成为客户的资源时,在销售前后,他们会记住您的帮助,并愿意为您提供帮助。

4. Reference a script.

对于新的销售人员,引用基本script while prospectingcan help them reduce uncomfortable pauses, use the right language, and respond to common objections.

Experienced, seasoned sales representatives often recommendnot using a script为了在对话中听起来更自然。

However, some do still use a script — it’s just so ingrained in their minds that it comes out sounding natural and unrehearsed. But whether you use a script or not, make sure to actively listen to your prospects and customize your conversation based on their needs.

5. Don’t sell.

Prospectingis the first step in selling, but in and of itself, it is not selling. It’s about sourcing leads who can then be qualified and entered into the sales funnel. Only once these steps have taken place can the selling begin.

如果您想在当今的销售环境中取得成功,则需要专注于在探矿期间建立关系。开始销售太快,您会对潜在客户施加不当压力。

建立信任的基础可以帮助您,并且潜在客户彼此之间变得更加自在,因此一旦出售技术就会更加有效。

6. Follow up.

Keep the prospect in the loop and跟进在交易的每个步骤中。无论您是确认下次会议的时间还是发送其他资源,电子邮件或电话都可以帮助您与联系点建立关系。bob体育苹果系统下载安装

它使您有机会进一步确立自己作为潜在客户的信任资源,而不是简单跟进只是检查".

7. Use video.

Make your outreach even more enticing to prospects by including a video. Use it to introduce yourself, provide additional content, or torecap your connect, discovery, or qualification call.

Capture the prospects' attention by adding"v理想" in the subject line, and include a thumbnail image that links to the video.

8.勘探的时间段。

Set aside dedicated prospecting time on your calendar each day. Prospecting isn't easy — more than40% of salespeople say it's the most challengingpart of the sales process.

通过阻止潜在客户的时间,从长远来看,您会更好,因为您正在积极填补管道,这通常会导致more conversations and better win rates.

9. Spend time on social media.

Implement asocial selling strategyand meet prospects wherever they are. It's likely that a fair amount of people who've researched your product are active on social media (e.g., Twitter, LinkedIn, Facebook, etc.). Answer their questions and share content that's relevant to their research.

和你的social sellingactivities can have a positive impact on your sales. In fact, companies who use social selling practices regularly are40% more likely to hit their revenue goalsthan those who don't have a social selling process.

10.主持网络研讨会。

Webinarsare a理想的来源线索, because you know the attendees have a demonstrated interest in the topic. Partner with another organizations in your industry tohost a webinaron a mutually beneficial topic.

After the webinar, poll your audience to see who's ready to learn more about your product/service. Consider a polling form that asks them to answer "是的" or "No" to statements like "我准备进行演示," or "I'd like to learn more about [Your company name.]"

Follow up with those who responded positively to your poll or post-webinar survey within 24 hours, and schedule time for them to learn more. And don't give up on those who said they weren't yet ready to buy.

Place them into nurture campaigns, and stay in touch over the next few months to see if their buying position changes.

11. Ask for referrals.

If you're not asking for referrals, you're leaving your最可靠的勘探很好未开发。成功关闭新业务后,请询问您的潜在客户或冠军,如果您可能与他们的专业网络中有人联系。

It's also a good idea to use follow-up communications over the next few months as another moment in which to ask for new connections.

For example, after yourcustomer has onboarded(并且对他们的经验感到满意)问,”我很高兴你已经在Sunris找到价值e Staffing Software Solutions. Is there anyone in your professional network who might also benefit from chatting with us?"

12. Network at events.

第一的,find the right events to attend. Identify why people are attending a certain conference, if the agenda has topics relevant to your ideal customer, what the size of the community is, and the overall purpose of the event.

If you sellproject management software对于入门和中层设计师,您可能需要避免针对设计领导者或创意导演的会议,这些会议与他们的设计师所使用的软件类型不在杂草中。bob电竞官方下载

Once you identify the events that will give you the greatest ROI, map out which sessions you'll attend, which happy hours or networking events you'll work, and whether or not your company will have a booth or speaking presence there.

13. Answer questions on Q&A forums.

寻找方法educate your audience关于您行业中的趋势和最佳实践,并最终对您的产品进行教育。

Online forums, likeLinkedIn组andQuora, allow likeminded people to post questions to the group members or audience and source answers from experts in the field. Join these platforms, and start by listening.

习惯人们如何提出问题,查看不允许和不允许的问题,然后在回答问题之前进行一些对话。一旦您在社区中建立了一些影响力,请确定您可以在没有偏见的情况下回答的问题。

For example, if you sell machinery for large agricultural operations, you might answer a question someone asks about the impact of AI on farming.

14. Get involved in Twitter chats.

Twitter聊天are a great way to build rapport with prospects, and are an有效的社会销售策略. In arecent article on gathering B2B sales leads, HubSpot's Managing Blog Editor Meg Prater says, "Twitter chats are when a group of people meet on Twitter to discuss a certain topic, trend, or interest area using an agreed-upon hashtag.

For example, if you sell aPPC工具,您可能会加入每周#ppcchat, in which chat runners or guest hosts share a discussion topic ahead of time and industry folks share their thoughts and questions."

聊天主持人分享了问题,参与者使用聊天标签及其答案。

Prater says, "Show up to these chats regularly and know when to contribute and when to listen. You’ll make connections with people each week, and you can ask if it’s alright to follow up with a few of them offline, after you’ve built foundational rapport."

Don't just stick to the same old sales prospecting playbook because it's what you've always done. Practice different techniques until you find the right mix of modern and effective sales techniques that effectively support your prospecting efforts and your sales goals.

To learn more, check out these ways toconnect with prospects easilynext.

编者注:该帖子最初于2015年11月发表,并已更新以进行全面性。

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最初于2020年9月9日发布5:22:00,更新于2020年10月20日

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Sales Prospecting