DRAFTING AND PREPARING AN ONLINE SALES STRATEGY
I think one of the best places to start a sales strategy plan is to understand how do you get the right kind of people in touch with your sales team in first place. We do this at web canopy Studio by defining a lead score.A lead score is the threshold that defines when a contact in our CRM becomes an MQL( or a marketing qualified lead). This system will allow you to identify the people who have high engagement with your company compared to someone who might be at the very beginning of the buyer’s journey. To start lead scoring, you first need to decide on your company’s ideal buyer profile. If you apply a score to all of the traits that make up your ideal client, you’re going to be able to say when someone needs a lead score of 25 or 30 they are ready to be sent to sales.
The next thing that I would do is set up a system for when leads are passed from marketing to sales. This way your sales team is appropriately calling and emailing the right people, instead of blasting all of your your MQLs with obnoxious sales pitches. We don’t want to get someone into the sales funnel only to be immediately turned off.
For example, a great sales strategy would be when somebody becomes an MQL, have your salesperson send them an email. This doesn’t have to be an extremely detailed message. In fact, you will be fine with just a quick email intro so that your MQLs are connecting with an actual person instead of just the marketing team. The next thing to have the sales team do is connect with them on LinkedIn and lastly try to set up a phone call. Feel free to space those out however you would like. We like to test a lot of different models with different clients.
As of right now, our competitive strategy, is email someone right away followed by a call the next day. This sales process is a template we have implemented that you can use for your product or service.
We’re also big fans of video here at Web Canopy Studio and I think nothing speaks louder today than personalization. If I actually take the time and make a personalized video, this will mean a lot to a potential prospect. That video says that you’re actually taking time out of your day, even if it’s 2 minutes, to make that personalization and add a touch that is unique to me.
For example, if I’m going to reach out to you as a prospect, I’m going to go to your website and I’m going to use the Vidyard extension (on chrome). Using this tool, I’m going to have my face over your website so you know it’s a personal video to you. During this video I will record a quick intro about myself and then talk about some things that we’re noticing on your website including suggestions of some ways we might be able to help. This is an especially effective approach for us in the marketing field.
THE ULTIMATE B2B SALES STRATEGY
The best B2B strategy is going to start with identifying the type of customer who is going to fit your company’s core ideal buyer profile. Ask yourself, “Who are the good fit people that we want to work with”?
You are going to do this with the same exercises we touched on in Lead Scoring. One of the first things you want to start with his identifying who those good fit targets are for your business. For example, you know that your current clients typically offer 5 million to 10 million dollars in revenue, they have a company size of around 10 to 15 people and they all work in San Francisco, New York or Miami. Knowing that those are really great identifiers that your current clients have in common, you can begin targeting new prospective clients who also share these traits.
You know if someone meets those demographics, that they are likely an ideal fit for your business. From here, you can even start to narrow the criteria even further. Take “industry” for example. If you work exclusively in the automotive industry, you want to target people who meet that specific criteria of “working in the auto-industry.” You can do this through lead scoring by adding points to your current contacts that are in the auto industry.
Start giving value to people who meet that criteria and then take points away for people who don’t meet that criteria.
EXAMPLES OF A COMPETITIVE SALES STRATEGY
The most important ingredient of a competitive sales strategy is focusing on the customer above all. It is crucial to begin building your relationship and genuinely finding out how your services and offers can help them solve their problem. This way all of your interactions are sincere and you and your client can grow together. Much like a free trial, you can offer small products or services to get a potential client in-the-door and you can start to build a trusting relationship. This means as your client succeeds, it will hopefully lead to bigger opportunities for your business in the future.
Another generic sales strategy example, that you will find beneficial, is to stop blasting people with inMail via LinkedIn. There’s nothing more obnoxious than logging into a social media profile and seeing that your messages are filled with spam from people telling you how they want to help you solve problems.
The more personalized outreach you can do, the better. LinkedIn can be an amazing tool, but there are smarter ways to use it than just spamming people’s inbox. Instead, we are able to use LinkedIn to connect with prospects and gain some insight as to who they are and what their interests are. All of this information can be very helpful on a sales call and give you a huge advantage instead of going into the situation blind.
You can use these strategies at different points of sales cycle to find what works best. Every time you try a new strategy you can measure your conversion rate and adjust as needed.
SELL USING MODERN BUSINESS PLANS
This sales strategy example is about updating your business plan with a modern, and realistic, go-to-market plan process. The first place that you could look as is on our website we have a marketing strategy template which is going to give you a lot of great information to get started with. We lay out how to bring in the right kind of leads for your sales team to nurture. Now obviously business plans are much more vast than just your go-to-market strategy. However, this is probably one of the most important components to a business plan. So if you’re looking for an easy way to get started, check out our marketing strategy template. Of course, it’s free and comes with great resources.