On our blog we’ve talked about, How to Build a Lead Generation Team and Why your SDRs Should Report to Marketing, Not Sales. If you’re new to lead generation and are looking for an overview of the fundamentals of lead gen, start there. We share best practices as well as what we’ve learnt from working with our own clients in the B2B SaaS space.
This post talks about lead generation in a very hands on sense. We cover how to identify your prospects, medium and messaging.
Why isn’t Everyone Doing it?
A lot of this blog post is going to seem relatively straightforward and simple. Which begs the question, why isn’t everyone doing it?
Getting sales is like making sausage. It involves a lot of things most people don’t like doing. For example, phoning and emailing strangers and repeatedly contacting prospects across a number of mediums. People tend to skip the steps they are not fond of, hoping to achieve the same result. This doesn’t work.
Who are your Target Prospects?
Make things easier on your Sales reps by getting really specific about who you’re trying to target. By identifying your target prospects, you increase the chance the stranger the Sales rep contacts is going to be interested in what they’re saying.
So how do you do that? Start with this series of questions:
- What type of organization are you going after?
- Which role in the organization is affected most by your product?
- What problem do you solve for them?
- Who will champion your sales cycle?
- Who has decision making power?
- Who is the budget holder?
Medium & Messaging
Next, think about how you can most effectively contact those target prospects. Phone calls? Email? LinkedIn Message? Twitter? While considering this, keep Anti-Spam Laws in mind. Remember that during prospecting, your only goal is to keep their attention long enough to book a meeting. You probably shouldn’t try to book a demo or close a sale on the first touchpoint. In fact, depending on who you talk to, it can take from 4-7 touches to just get a prospect on the phone. Be realistic and persistent in your pursuit of leads.
In crafting your value proposition think about, who is most impacted by your product? Are you solving a problem or creating an opportunity? Be mindful of the space you’re in and adapt your value proposition to what is happening in the organization or industry.
The key to creating consistency in your company’s Sales messaging is developing Sales enablement collateral like email scripts. Not only does this help onboard new SDRs faster, but it also gives your existing SDRs tools to make them more efficient and effective.
How to Develop a SDR Email Script
Tell stories, have statistics, and know the most common objections.
If you have marketing collateral, like case studies, use those. If not, have examples on hand about how your product has helped current clients. Show – don’t tell. It’s easy to ramble off all the benefits your product may hold for a potential user. Focus on sharing a narrative about how you product fixed a real problem for a real person.
Say things like “ Good question. Here is how one of our clients is solving that problem…”
Leveraging statistics goes back to knowing the space you’re in well. If your product solves a problem, have some statistics and numbers around how much money they could save. As well, quantify the value you add so you aren’t being judged just on cost. If your product creates an opportunity, do your best to put a price tag on that opportunity.
There will always be common objections, so prepare by having queued responses. Having an idea of what you’ll say to an objection will make your answer seamless and your prospect will feel like you’ve made the appropriate considerations in the development of the product. Create objection handling scripts and make them shared docs your team can access and improve over time.
The development of these Sales enablement tools isn’t a one shot process. The more research and reaching out your SDRs do, the more you’ll learn about your target customer, common objections etc. Make sure these findings are captured and the Sales enablement collateral evolves as you do.
Need help building your Sales process, Sales enablement collateral, or identifying your target customers? Get in touch.