Research highlights six actionable prospecting strategies

18th September 2024 |   Journal Of Sales Transformation

Research by a training company suggests that prospecting advice from US sales and marketing executives has remained notably consistent over the past five years. Key findings highlight the importance of personalization and research, value proposition clarity and creative engagement techniques in successful prospecting.

“The sales profession has seen seismic shifts, from the rise of remote sales to the proliferation of AI over the past five years,” ValueSelling Associates president and CEO Julie Thomas tells the Journal. “Despite everything that has changed, prospecting advice from the world’s leading revenue executives remains remarkably consistent.”

Over the past five years the company has collated the responses given by executives interviewed on its podcast to a question about what encourages them to respond to sales outreach. The study identified six standout attributes:

• Personalization and research. Tailor outreach efforts to the individual’s specific interests, challenges, role and industry, and use this knowledge of the individual prospect to engage in meaningful ways that resonate on a personal level.
• Value proposition and clarity. Use clear, concise communication that directly addresses how a product or service can solve a specific problem or add value to the prospect’s business.
• Creative and engaging techniques. From video prospecting to strategic gifting to harnessing social proof and referrals, creative outreach opens doors – don’t overlook humour or personal touches, either.
• Persistence and follow-up. Never give up after the initial contact; employ strategies for keeping the prospect engaged over time and recognize the importance of timing and multi-channel outreach.
• Understanding customer needs and challenges. Before reaching out, conduct enough research to understand the prospect’s business and their likely needs, challenges and goals.
• Building rapport and trust. Focus on establishing a genuine connection and trust with the prospect through authenticity, empathy and understanding; show genuine interest in the prospect’s success.

The Innovate or Stagnate: Lessons from 350 Revenue Executives ebook distills more than 600 insights into actionable advice for revenue leaders and their teams. ValueSelling Associates interviewed more than 350 US sales and marketing executives over 300 episodes as part of its podcast series. Over the past five years, interviewers asked guests on its The B2B Revenue Executive Experience podcast: “As an executive, you’re a prospect for many sales professionals; what captures your attention and earns time on your calendar?”