Communication has totally transformed in the last decade, and it favors a digital-first approach. For B2B entrepreneurs, modern sales strategy will likely include social media posts, placement in online magazines or newspapers, and digital advertisements. But this isn’t the only way to reach your customers. You can rely on these three traditional B2B sales tactics to reach new and existing clients, you just need to know how to execute them correctly.
Craft Thoughtful Direct Messages on Social Platforms
Chances are that you and most of your prospective clients get countless messages, emails, and social notifications daily. When it comes to B2B sales, you need to know the line between a meaningful outreach and spam. Reaching out directly through platforms like LinkedIn can provide an easy point of contact and generate relevant leads for your company.
One of the best reasons to use LinkedIn for outreach is that the potential client (or even potential employee) can immediately see who you are, what your company does, and your digital track record. This adds credibility to your message and provides more engagement than an email from an unknown sender.
When you use LinkedIn for direct outreach, make sure that you personalize your messages. Only send notes to a few people; don’t send spam to an excessive amount of potential clients. Curate a list of people you want to get in touch with. Consider whether or not they are active on the platform (Do they post regularly?) and consider if there are any insights about products they might be looking for.
Always include relevant information and resources in your message like your website, your personal contact information, and the best way to reach you.
Embrace the 3 Cs of Cold Calling
Cold calling makes many B2B sales representatives uneasy, especially in an age where most of our communication is written (email, text, messaging). Garrett Boorojian, managing partner at WaveCapital Partners, has used cold-calling for years to reach clients. He breaks down a successful cold-call into three elements with the ultimate goal of building trust with the prospect.
- Comparability: Make sure that you are relatable by pointing out shared points of interest between you and the prospect.
- Comfort: Conversation should be easy, and you can ensure that it is by cultivating a tone that balances professionalism and friendliness at the same time.
- Credibility: Provide expertise and make sure your prospect understands why you are qualified to make this pitch or what makes your company unique.
Invest in Your Email Marketing Strategy
We live in an age of email overload, but did you know that it is still the top digital activity for internet users? We can bemoan our crowded inboxes all day, but one thing is certain: email isn’t going anywhere.
Most email marketing campaigns aren’t targeted effectively; this is why we get inbox overload and lower open rates. Your virtual address book is one of the most important assets in the digital world, and you should focus on generating the best list of emails. Hone your focus and spend time developing an email marketing strategy that plays to the strengths of your organization. The content you send out should add value to your subscribers’ lives, and it should be written with their specific needs in mind.
You can create polls, quizzes, or opt-in forms to ensure that your email list includes the people who are most likely to open and read your newsletter. Remember that an engaged following is better than an enormous following. Assess your email open rate and work with experts to figure out how you can increase it.
Don’t reinvent the wheel if you don’t have to. These B2B sales strategies have stuck around for a reason. Evaluate your company’s unique goals and focus on creating a sales strategy that embraces traditional tactics but improves them to meet modern needs.
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