3.7 appointments per week.
French sales representatives obtain an average of fewer than 4 client appointments per week*.
Between...
- The difficulty in obtaining the right contacts 👥
- The fear of making cold calls 🥶
- Lack of time ⏱️
- The lack of connection between marketing and sales actions 🤝
Prospecting is a heavily dreaded step, wearing in the long term and often leading to disappointing results.
At Kestio, to remedy this, we have built our own marketing and sales prospecting process, deployed internally and with our clients.
The result? An average of between 0.5 and 1.5 appointments booked per hour of prospecting!
In this article, we'll give you 4 keys to this process so you can get more appointments… with less effort!
*Source: Hello Work study
KEY #1 - Hyper-segmentation
Sales is not an exact science, infinitely replicable!
You've probably reused a pitch that worked with one prospect during a conversation with a very different prospect, thinking you'd succeed... In the end, it resulted in failure!
Personalizing your approach is key to successful prospecting.
The more personalized your message, the better your chances of capturing your audience's interest.
To do this, go back to basics: your targets and personas!
During each of your prospecting sessions, you must be focused on a unique type of company and a unique persona, deploying a pitch adapted to their challenges and issues.
By carrying out this targeting and persona work, you will focus your efforts on the prospects most likely to be interested in your offer, because they have problems that you can solve.
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A tool like Sparklane, for example, allows you to leverage company news to tailor your pitch and justify your call.
Sparklane automatically generates contact files that meet specific criteria you've configured:
- Change of direction
- Creation of a subsidiary
- Launch of a new product
- New website deployed...
This is beneficial for both you and your teams: you no longer waste time building a high-quality prospect file, and you improve the relevance of your message by addressing current issues to your prospect. You're knocking on the right door at the right time!
If you would like to know more about how Sparklane works, you can watch our demonstration of the tool.
KEY #2 - Visibility
Cold calling involves contacting prospects who have not expressly requested to be contacted. This marketing and sales activity can be improved by working on visibility with the marketing teams.
To increase the chances of success during calling sessions, it's important to consider two key elements.
Implementing retargeting on social networks is an effective technique to increase visibility with the target audience who will be called. By using tools such as LinkedIn Campaign Manager, it is possible to target a specific prospecting list with a targeted advertisement on LinkedIn.
It is also important to personalize messages according to the personality of the target and to capitalize on current events or company activity.
There are also tools that allow you to set up automated sequences to increase contact points and save time.
By using these techniques and working in collaboration with marketing teams, companies can increase their performance during telephone prospecting sessions.
KEY #3 - Activity sequencing
One of the main steps in the sales prospecting process is sequencing activities. It is a key element for maximizing productivity in the sales prospecting process.
Indeed, the more focused we are, the better results we achieve. It is therefore important to focus on calls and the pitch, without being destabilized by other tasks.
It is therefore wise to plan prospecting activities in advance of call sessions to optimize the time spent on this exercise.
In short, sequencing activities is essential to focus on the most important tasks!
And to help you prepare your pitch, we have prepared an interactive presentation of the essential elements, followed by a quiz to test your knowledge!
KEY #4: Expert advice
