Sales prospecting plays you can incorporate in your outbound demand generation
*This article regarding prospecting plays is part of the “How to set up your Startup B2B Sales Process in 3 weeks” series.
When doing demand generation there are three main components. People, process, and technology. These three need to work together. The human side we already covered when we talked about sales mindset in the previous topic.
We already gave you some DOs and DON’Ts when preparing your prospecting cadence for each channel now we’d like to give you some example prospecting plays you can use when building your cadence as per our advice in “Building your targeted cadence”
Here are 4 sales plays you can use:
Initial meeting play. Leading with a high-value-added offering.
Your goal is to capture interest and inspire prospects to want to meet with you. Nowadays organizations around the world are encouraging prospective buyers to schedule DEMO calls, but most are unwilling to do so or are not ready for a call.
In order to spice things up and make your approach compelling, consider offering something of value upfront. You may want to offer a custom audit of the prospects’ processes and create a custom report outlining certain problems and suggest ways of tackling them. This report can be a standard format but its content should be specific for each company.
For example, most cybersecurity companies offer a free security audit to potential customers. Once that audit is completed they provide a detailed report and suggest their services address specific security threats that said the company is exposed to. The goal is to schedule a meeting with prospects and offer a no-obligation audit.
Customized content based on targeted account prospecting plays
In such plays, sales teams opt-in for developing a highly customized specific content piece that targets one account (company) based on research. This play usually involves a lot more research from the salesperson before reaching out. It can lower the number of accounts targeted but it could also create a significant advantage when being compared to other providers. That’s because you’ve already put in some groundwork and treat prospects as if they were your customers already.
For example: If you’re selling inbound marketing services you may want to research a company’s digital presence, its marketing approach, and digital strategy. What adds, keywords, and channels they are using and provide key suggestions they can implement. All that bundled in a research report you can offer snippets in your emails to invite customers to a meeting to discuss the findings from your report.
Industry content prospecting plays
Here the main goal is to use existing or design your own unique and relevant content. It should be specific to a certain vertical, sector, or entire industry and targets certain audiences within them.
Similar to the previous play here we aim to create or utilize the content. It should focus on key trends, opportunities, or threats that our target audience is experiencing day to day. It should provide key insights in the form of a report. The call to action here is to schedule a meeting where an expert can introduce the finding of our report and answer any additional questions.
For example: Let’s say you’re selling industry 4.0 solutions to the manufacturing space. You may want to focus on a specific sub-sector like food manufacturing. In that case, you could share insights on how software can help gather production data, aggregate findings and provide data-driven decision making.
Use cases prospecting plays
In such plays, we need to create a compelling story. We shouldn’t talk so much about our products, features, or services but rather tell a story about an existing customer.
- What was their particular situation or problem they were facing?
- How did they make a decision to work with us?
- What actions did we take and what was the end result that the customer experienced?
The goal with such a prospecting play is to target other prospects that might be in a similar situation. Make them see the value of working with us by introducing a peer who already trusted us and emulates an example key result they could expect.
For example: Let’s say you’re offering developer tools to fast-track software development time. You thus decrease the costs of building key features or web applications. You can take an existing software development company that is already using your tool and provide data for how effective and value-adding your solutions are.
If you want to know how to build your sales mindset, read more about it in the previous part of our Sales Acceleration Program. Next, you can learn more about some of the best sales prospecting tools for each outbound sales channel.
Boris Georgiev is one of the co-founders of Out2Bound. As such he has worked with over 50 B2B founders helping them realize their go-to-market strategies. In 2018 he was acknowledged by Forbes Bulgaria in the 30 under 30 list. On a daily basis, Boris tracks trends and best practices in B2B Tech sales.