Fishing for B-to-B Fortune
• First-person testimonials from satisfied customers, which give prospects a peer-to-peer perspective on working with your company.
5. Tailor the mail to the prospect. From the prospect’s point of view, he already has a relationship with your organization, especially if he’s spoken to or met with a sales representative.
Nothing turns off prospects faster than letting them feel like you don’t know who they are or that they’ve already started talking with you. Thus, it’s vital your mailings reflect prior contact and the budding relationship.
A data-driven sales/CRM system can help you track contact with prospects and tailor future initiatives accordingly. It’s also smart to customize communications to various individuals within a company, depending on their level of authority or role in the buying process. An end-user will be more deeply interested in details of the product’s application, while a C-suite executive may view the purchase in relation to industry trends or return on investment considerations.
When appropriate, personalize mailings with the signature and direct contact information of the sales representative who is also communicating with the prospect.
6. Treat top prospects like they’re already customers. Even among qualified prospects, not all are equal. Move your very best leads—those with the highest potential to become a sale or offering the highest potential revenue—into a preferred contact queue that treats them like they already are customers.
Consider sending these prospects higher-end, highly personalized mailings, rather than the same mailings sent to less qualified prospects. Or temporarily offer best prospects the advantages only customers receive, such as advance notice of sales or special offers, preferred pricing, samples of new products, or invitations to customer-only events.
7. Create opportunities to engage prospects in a face-to-face dialogue. The holy grail for most companies marketing to business executives is an in-person meeting with the prospect. Enabling this type of interaction should be a key goal of your contact management program.