Taking the time to research your company’s prospects has proven to be beneficial in sales, both from a time management and financial standpoint. When you’re able to understand your prospects, you can then create content they will be interested in. By giving a prospect a personalized buying experience they will be more compelled to want to work with your company. Buyers are 48% more likely to consider a company that personalizes their marketing to address their specific business issues. (ITSMA) By putting in the time to create meaningful content for your prospects, you will set more appointments, see an increase in your dial to contact ratio and have higher engagement.
Here are five ways to learn more about a prospect you are wanting to target.
1 - Discovery phone calls
Allotting time to make discovery phone calls is crucial in the success of hitting sales goals and strengthening your pipeline. Sales reps can effectively weed through their contacts to find the qualified prospects worth pursuing. These calls will help identify prospects’ pain points and their goals as a company. During this time, reps can verify the information they have already collected and build off of the research they’ve done. To wrap up the call, reps should present a clear plan of direction with the next steps. A call should never end without determining a route to take. Don’t make the mistake of simply hoping to hear back from the prospect, but instead take charge to keep the conversation going at a later date.
2 - Marketing material engagement
By tracking a prospect’s engagement to marketing material you’ll be able to piece together a common theme of what interests them. Look at what emails they are reading, the things they are downloading and what they are responding to. This information can lead you to a general consensus to what makes them tick or solve a pain point.
3 - Review Website
When it comes to reaching out to a prospect, it’s important to know every aspect you can about their company and product/service. Take the time to explore their website to find out not only the basics, but also some key details. For example, if they mention any associations, take the time to research those. Also, many companies now have their own blogs or share resources. Allot time to read through that information to see if you can continue making connections into common themes and interests.
4 - LinkedIn
Social media has changed the way we are able to not only engage with prospects, but also discover more about them. Through sites like LinkedIn, sales reps can find out who decision makers are, what companies have been working on, and even interests of a prospect. By looking through their LinkedIn page, you’ll be able to find more about the employees they work with, along with their titles. You can also look at articles they are engaging with, the people they follow, or events they may have coming up. Finding a common ground through the information they post will be a great way to start a personalized conversation. The fine details found online could really be the personal touch needed to take a sales call to the next level.
5 - Articles/press releases
Keeping up with a company's articles and press releases will provide you with up-to-date information on what they are doing. This can simply be done through continuous google searches, but also through tools like Nudge, that will notify you every time a company you tag sends out a press release. This allows you to stay informed without having to constantly check for new releases. Through the information they release, you may also find the different associations they are apart of and find their contacts or additional resources.
By understanding your prospects at their deepest level, you’ll know how you should communicate with them and what messages they’re most interested in hearing. Through the research you conducted, you’ll be able to tailor your message to address objections and focus on the things that make them tick. Understanding your target will help determine lingo and terminology, so prospects can better relate to your message.