Tired of non-responsive prospects ignoring your sales calls, voicemails, and emails? Two days ago, Reachify provided an opportunity for technology sales people in NYC to hear from a panel of enterprise tech buyers at KIDBOX, Paul Stuart and Lafayette 148 on what they like (and don’t like) about how tech salespeople communicate with them. The dos and don’ts that surfaced at this breakfast event surpassed our expectations. I took notes for you; thank me later.
It should be no surprise that your potential buyers are busy. Have some empathy for the deluge of sales emails they receive from vendors like you all the time, and really think about what you can do to stand out. “Don’t make your emails lame and generic” is a direct quote from one of our panelists at the event! Here are our top 5 dos and don’ts from our event, for how to get responses to your prospecting activities:
- Send a personal, thoughtful letter to the CEO at your account. It will not likely be answered by the CEO. But if you get their attention, they will probably hand your letter to a more appropriate contact in the company with specific direction to follow-up with you.
- Use LinkedIn InMail. One of our panelists said she prefers being prospected with InMail over email any day.
- Keep sending your emails, even when you don’t get an immediate response. Just be sure to make clear what you’re selling. “What makes me respond is if I think the tool is going to help me” in the near future, one panelist said. If the need is further out, she saves your email for later. “If the email isn’t clear enough, I won’t respond.”
- Send a short video to educate people (like a “mini TEDtalk”) with some innovative tips that you think could be useful to them.
- Feel free to email your prospect free access to relevant Forrester or Gartner analyst reports. These are welcomed and appreciated.
- Pitch a sales meeting or demo too soon. Instead, “offer to come in, sponsor lunch and educate [your prospect] about new technology benefits. Tech needs tend to change every 90 days, so there’s always things to learn” and your buyers would love some help. Get key contacts in the room, make it a small time commitment, and give them a few key learnings they can use. All our panelists agreed that would be a meeting they’d be inclined to take.
- Market Webinars to high-level contacts at your account. While these may be great for more entry-level contacts, beware that your high-level decision-makers do not typically have time for Webinars, or they end up multitasking while they watch.
- Send the same prospecting email to 7 people in one organization. They will all know you sent them the SAME email the moment you hit SEND. If you have multiple contacts at one account, be sure to personalize messaging according to their role and needs.
- Send your prospecting email over the decision-maker’s head. They will not appreciate it, nor look forward to working with you.
- Forget your branding when sending a gift to get your prospect’s attention. Even a great gift will be useless if they don’t remember who sent it. (Side note: A great gift idea is swag from your contact’s alma mater. Who doesn’t want more of that?)
Keep an eye out for next week’s blog with more dos and don’ts for sales prospecting that were discussed at our event.
Besides the amazing knowledge share, Reachify’s breakfast panel event was fun! Great location, great food, and great company made for an awesome start to everyone’s day. If you’re interested in being included in future sales events, please let us know.