Whether beginner or expert in the field of B2B prospecting, everyone can make mistakes as long as they know in advance what they should avoid. Very lucrative if the right methods are adopted, B2B prospecting is also known to be a more complex discipline due to the fact that it involves several decision-makers.
In this article, we will tell you the missteps not to make in your prospecting process in order to optimize your lead generation techniques, expand your customer base and thus boost your turnover.
1 – Always put forward your offer instead of carefully studying your prospects
Researching your prospects is a crucial step in prospecting. The goal is not to impose any authority on your audience. The mechanism must be a win-win partnership .
In other words, when you have more information about your targets (their identity, their problems and interests, etc.) you will be able to show them empathy and then offer them relevant solutions so that they resolve their problematic. They will therefore be more inclined to choose your services.
2 – Not defining or updating your buyer personas
Without knowing your typical buyer profile, your prospecting will lead to nothing. Let's take an example, your services are particularly intended for companies operating in construction with a rather high income. What is the point of prospecting towards textile companies whose income will not allow them to access your services? It will just be a waste of time and resources.
Also, the purchasing behavior of prospects evolves over time. Therefore, you should not be satisfied with a buyer persona profile established 5 years ago, for example. Remember that the visions and needs of your potential buyers change over the years.
3 – Deploy cold calls
Cold calling involves calling people who have not shown any interest in a company's services. Cold calling is less effective in prospecting and is very little appreciated by prospects . Put yourself in their place! Who likes to be bothered only to hear about sales pitches for a solution you may not need? We'll let you answer that.
4 – Focus only on one and the same prospecting channel
Some companies are used to only prospecting on the same channel. But the mistake is to rely on just one channel, because with the evolution of digital, your potential customers are everywhere on the web. To ensure the success of your prospecting, always rely on multichannel (emailing, social networks, etc.). Trick ! LinkedIn and Twitter are the most conclusive social platforms for B2B prospecting. Facebook can also be used, but certain rules must be respected.
5 – Only approach top managers
In B2B, sales teams tend to only deploy an approach towards top decision-makers. But the fact is that decision-making is the responsibility of several people (4 to 5 on average) within a company. Anyone likely to be involved in the purchasing decision must then be approached, including the top manager.
6 – Failing to personalize your content according to the needs of your leads
Personalized content is essential to stand out from your competition and above all to meet the needs of your prospects. Be aware that B2B buyers can be very demanding. They are often looking for the most perfect and tailor-made solution, which is adapted to their problems.
Avoid at all costs offering the same standard content, intended for all your prospects. Personalize each proposal according to the characteristics and needs of each lead. Prospecting en masse or blindly will certainly not benefit you.
7 – Not choosing the right time to contact and follow up with leads
Tell yourself that your leads themselves have tasks and challenges to master. Purchasing your solution may not be a priority activity on their to-do list.
Therefore, your approach must be established at the right time so as not to rush them into their purchasing decision at the risk of jeopardizing all your previous efforts and thus reducing your chances of closing a sale to them.
The follow-up is an important step ( 80% of sales are only concluded from the 6th contact) . So, be meticulous and organized to succeed.
8 – Seeking to conclude a deal too hastily
Pressuring your lead to buy your solution is not a good idea. You have to take the time to give them value so that they feel confident in your brand. Certainly, the main objective of prospecting is to generate leads and then sell to them, but building a relationship is also essential.
Sometimes, sales teams forget this detail with really significant impacts. It is better to establish a lasting relationship with your potential customers rather than one that is quickly forgotten.
9 – Let go of acquired customers
Customers already acquired are the perfect ambassadors for your brand. In no case should you take them for granted and no longer take care of the already established relationship. Moreover, it is wise to include them in your prospecting efforts by using references.
Prospects are more convinced by recommendations from satisfied customers rather than long speeches from your sales team. Think about this.
10 – Not using a CRM
A CRM (Customer Relationship Management) is really useful for B2B prospecting. Simply make sure to integrate all your leads into the tool to have perfect control of the actions to be taken. To do this, use quality data .
In addition to adapting the right techniques, to succeed in B2B prospecting, you really need to avoid making these mistakes. The more you respect the rules, the more you will succeed in developing your business.
