01
It’s hard to find ‘the one’
Nowadays, it’s tough trying to make meaningful connections. It’s true in the romantic sense, and it’s true in the work sense. It seems counter-intuitive, in a way, as with an abundance of social media apps, it should be easy to find and connect with people. But, in essence, the more choice we have, the harder it is to narrow down what truly is right.
That’s exactly the issue when it comes to finding the right B2B clients. You may have the ideal customer in mind, but how do you track them down and make them fall in love with your brand and service?
The issue of trying to identify your key target has been further exacerbated since the pandemic, with more and more businesses allowing their staff to work from home. So, if you’re making phone calls to your dream client’s office, asking for the best person to chat with about your service, the chances of actually being connected to that person are low.
Are you giving your sales team what they want?
Not only are you spending your time trying to track down your ideal client and their contact details, but you’re still also putting in the leg work to pass your hungry sales team leads. Preferably warm ones that they can convert into paying customers.
Before handing over leads, you want to be confident that the contact has shown a good level of interest in your service. But how do you do this when you haven’t managed to get in front of your dream customer yet?
Given that 74% of B2B buyers research half or more of their purchases online before making a decision2, you’re going to have a much higher conversion rate if you can connect with those buyers when they’re in their research stage.
Unfortunately, though, most businesses leave this to luck; hoping that if you reach out to enough people, you’ll catch somebody at the right moment.
What does your sales team need?
Every sales person wants three key points answered about their prospective client…
What problems do they face?
What do they want to achieve?
What do they need?
Knowing this before you even speak to the prospect means you’d be able to approach them understanding what they need and offer your solution to their problem. Not only does that mean you reach the right people – it also means you avoid wasting time and money on worthless leads.
Knowing who you can help
As with every product, or solution, yours was built with someone in mind. For example, the goal may have always been to help IT Directors to secure their infrastructure, or to help Data Analysts to drive meaningful insights from the data they manage.
Knowing who you can help, but not being able to reach them, isn’t as uncommon as you may think.
When webinars don’t work
You’ve likely been running incredible webinars that have covered a wealth of information that would answer all of your target connection’s questions. While webinars are an incredible way to get in front of a wide audience, the problem is that often the target connection you’re trying to impress won’t actually attend.
Those who don’t attend a webinar are the most valuable people – the exact ones you want to get in front of. But they had to miss it because they were busy doing the very thing that your service could help them out with. We completely feel you; the struggle is real.
A quick recap
Let’s summarise the issue: you need to track down the exact person at your ideal customer’s business, send them some exceptional content that will make them realise that your brand is the best thing since sliced bread, understand their needs, form a relationship with them that will turn them into a ready-to-go lead, and make your sales team so happy it’ll make their year. Simple, right?
Not exactly. Although, it can be with the right tool. Want to know more? Join us in chapter 3.
