If you’re not 100% happy with your sales pipeline and can’t find enough highly targeted prospects you’re far from being alone. A common dilemma many businesses face is taking a type of feast or famine approach to prospecting. After a focused effort, a business will find themselves with a pipeline that’s full of prospects.
While it seems like those prospects will last forever, it never takes long before the pipeline is once again dangerously low. Not only does this approach cause more stress than necessary, but when a company needs to bring in new business as soon as possible, it can cause them to put quality on the back burner. The big problem with not focusing on quality is their sales team ends up wasting a lot of time with prospects that weren’t all that qualified in the first place.
Even if your current situation isn’t as dramatic as the one outlined above, if you want to refine and optimize how you bring prospects into your funnel, let’s look at some of the techniques you should consider:
Know Who You Truly Want
Because they’ve been doing it the same way for so long, many businesses don’t even realize that they’ve never taken the time to define who their truly ideal customer is. While you don’t want your definition for prospects to be too narrow, you do want to know exactly what you’d like a prospect to look like when they reach the end of your funnel.
Harness Technology for Nurturing
Regardless of how many there are, having your sales team pursue a large quantity of not very targeted leads isn’t a smart use of time. However, there’s a big difference between a prospect that’s not targeted and one that simply needs more nurturing before you should try to close a sale with them. For prospects in the latter category, the most efficient way to get them to where you need is by using automated tools like an informative email marketing series.
Although it may seem obvious, many teams get so caught up in their daily activities that they forget to take a step back and review how things are going. Whether you do it on a monthly or quarterly basis, one of the main focuses of an effective review should be how well your efforts are aligning with the goal of having ideal customers at the end of your funnel.
Focus on Value
During interactions with prospects, it’s easy to get caught up in telling them all the features your product or service has to offer. While those details have their place, what prospects really want to hear is how what you have to offer can benefit them. By taking the time to identify your prospects’ pain points and then framing your offering as a solution to those pains, you’ll find that you’re able to keep a higher number of prospects engaged and in your funnel for longer periods of time.