LeadSeek Blog

Why Email Marketing is No Longer an Optional Investment

Staying on top of all the latest business trends can be challenging to say the least. Often your competitors have already significantly benefited from an investment into one of those trends by the time you become aware of it. Those trends that prove to be beneficial enough, eventually go from being just a smart investment to something you can’t survive in the marketplace without. Email marketing is now firmly cemented into that category.

Email remains the most preferred method of communication for business to business communications. In fact, According to a January 2015 study by Marketing Sherpa, email is the most popular channel among customers. Prospects age 35-44 like it the most – 87% said email is their favorite channel. The logic follows that we should all have a robust program in place to make the most of that channel. Email is convenient, professional, and non-intrusive to your prospects. Utilizing email as your first means of reaching out positively influences your reputation within your market, and increases your prospects’ willingness to speak with you.

Email marketing is the most measurable form of marketing that exists today. No other method offers the same level of transparency into results metrics and ROI. There’s a reason why every Sales Director wants to have a measurable ROI to show to their boss – smart business owners and CEOs want proof of success, and understandably so. Email marketing consistently and reliably provides that proof.

According to findings by The Relevancy Group, 23% of US Marketing Executives reported that email marketing accounted for over 25% of overall revenues, the same percentage that those same marketers reported for all of social media combined. Those numbers are supported by surveys conducted by Demand Metric & Direct Marketing Association.

Do you have a robust email marketing strategy in place? Are you realizing the full potential of your target market? Email marketing brings that goal within reach. Drop us a line to see why our customers trust us to make the most of the email channel for their company, and discuss how we can do the same for you.

Dispatches from a Modern Day Sales Rep

Achieving Full Market Visibility
through LeadSeek

For years we knew our company offered high quality services to multiple industries, but as a salesperson, I was always limited to prospecting our service to the businesses listed in our CRM, which were made up of various generic lead lists we have purchased over the years. We always knew that there were far more potential sales opportunities out there, but just could never figure out who they were or how to find them. Our overall company database was always lacking, but until we finally partnered with LeadSeek, we did not understand the full extent of the issue.

By using their expansive B2B database, they were able to uncover thousands of new businesses within our target industries that we did not know existed. We spent years struggling to find businesses through trade shows and other basic lead generation methods, and within a few weeks with LeadSeek, suddenly we had more sales calls than we could handle. They not only discovered numerous new opportunities for myself and our sales team, but also worked with our marketing department to craft different messages for all the different industries we serviced. The end result was a drastic increase in sales and revenue, in addition to now having the peace of mind that we were finally reaching our entire target market.

Why You Should Give Your Prospects Control of the Sales Process

The picture of a stereotypical salesperson painted in most people’s minds is an aggressive, intimidating, and solely money motivated. Think Glengarry Glen Ross. Sign on the line that is dotted! In today’s business world, however, that strategy doesn’t play out, and the most successful sales people are the opposite of that sleazy persona.

With the unprecedented access that your prospects have to information, reviews, and different companies that offer the services that they’re seeking, the control of the power has passed into the hands of the prospect. Your prospects are well-versed in their own needs and how the current marketplace can solve the problems they have. They are in a unique position to be able to choose the suitor that most impresses them.

The unprecedented access to a wealth of information and marketplaces goes the other way too, however. With the access that companies now have to prospect data and the increased reach that has been made possible by digital mediums, both prospects and sellers are able to seek out the most ideal commercial relationships without compromising.

Given this new environment, not only is it more difficult to force your product on a prospect, it’s unnecessary. The sales person’s job has evolved from a role of persuasion to a role of assistance. There are of course still many traditional aspects of the sales process that apply in today’s world, but the big thing to keep in mind is to not be afraid to leave the ball in the prospect’s court.

As sales people, we simply need to present our offerings in a professional and straight-forward manner to the correct people at the correct time, and make sure it’s easy for the prospect to make the decision to choose us. When the offering really is a good fit, the profitable relationship will follow.

Get in touch.

How to Fully Enable Your Sales Team

Sales enablement is suddenly the new buzz word. According to International Data Corporation, annual spending on sales enablement is over $66 BILLION per year. That’s billion with a “b”. But what does it mean? And how do you make sure your sales team is “enabled”?

Basically what sales enablement means is just what it says. Providing the sales and account management teams with the information and support they need in order to focus on their main function, which is closing deals and keeping customers happy and their needs met. That $66 billion is spent on a myriad of new types of software, consultants, and trainers. Just Google sales enablement and over 815,000 results come up.

It all sounds great, but unfortunately, a lot of this money is being wasted on marketing materials, software, lead lists, and advice that sales does not find valuable and does not utilize. 90% of all marketing content created for sales enablement actually goes unused by the actual sales team.

With the increasing complexity of today’s business environment, however, sales enablement is not something that it is wise to ignore. The key is to find a sales enablement partner that works closely with your company to make sure every solution, piece of marketing material, campaign, etc. is crafted for your specific needs and handled exactly how you need it to be.

Let’s talk about how we do just that for our customers, creating custom campaigns and marketing materials and designing processes and best practices for the exact needs of each individual organization, so our customers’ sales teams are fully enabled and focusing on what they do best.

Absolutely DO Take “No” for an Answer

One of the trickiest parts about beginning a sales call or meeting is that you’re automatically at a disadvantage. Your prospect may immediately be skeptical of sales people, even if they are interested in your offering. Why do people start off on the defensive with sales people? We all do it. Even people who sell for a living have found themselves on the other end of that interaction and the same skepticism automatically presents itself. The reason is that we’re all afraid that the sales person will not take no for an answer and will try to push us into something that we’re not ready for or interested in.

When a prospect says no to your proposal, the traditional approach would be to rebut and try to talk them into saying yes. But do you really want to start an argument with your prospect and make them feel like you won’t go away no matter what they say? Even if that does end in a sale, it definitely does not result in a strong long-standing business relationship. Instead, try a different approach.

Show Your Prospect that You’re Reasonable

Prove to your prospect that the image they have in their mind of a sleazy sales person trying to manipulate them couldn’t be further from the truth. When they tell you no, accept that answer, show them that you know that they’re knowledgeable about their own needs, and pleasantly surprise them with your professionalism. You just got bumped up several notches in their mind.

Turn a “No” Now into a “Yes” Later

Even if the prospect isn’t ready to buy right now, respecting their right to say no helps establish a rapport of professionalism that can lead to a lasting business relationship. When that person is in a different position and is ready to look closer at the products/services you provide, the first person they call will be the person they have a relationship with and respect and trust. That’s you!

Build a Great Reputation

Treating your prospects with respect and professionalism not only builds a great rapport with that specific prospect, it also enhances your reputation throughout your target market. People within the same industries talk to each other. If your prospects respect your sales tactics and begin to trust you and your expertise, they may pass your information along to their colleagues and even competitors. At the very least you’ll avoid the reputation of sleazy sales person.

Stop Wasting Time

When a prospect says no it could be because they’re just not interested at this point in time, or it could mean they aren’t a fit for your business at all. If you’re pursuing prospects that are not now and will never be a good fit for your business, you’re beating your head against a wall. Listen to your prospects when they say no and move on to those prospects that will say yes. They’re out there. We promise.

In today’s business world, with the unprecedented access to prospect marketplaces that is available to us, we now have the ability to be picky like never before. Especially with a good lead generation system in place, you can focus your time and energy on the prospects that make sense for you, and avoid going crazy chasing leads that will never pan out. Instead of beating your head against that wall, focus on becoming a professional and respectful listener, and gain the trust from your prospects that will make you top of mind when they do have a need.

Dispatches from Modern Day Sales

How I found out we were
going about it all wrong

For the last ten years I was under the impression that if I just worked hard, success would come my way. And while I am routinely a top sales person at my company, I always had that nagging feeling that there had to be a better way.

Normally I would spend my days pounding away at generic lead lists that my company would purchase from various lead vendors. While I appreciated the amount of contact information, I would eventually find that the majority of the companies on the list really had no need for the product we were selling. While the companies I was calling would fit in to a broad description of the industries we worked with, very few of the records were specifically tailored to our products. This both significantly wasted my time as a salesman and cost our company double or triple what they should have paid for that list.

Even when I did find a company that made sense for our service, I would run in to a wide array of issues. Most of the time the contact provided by the list vendor was not the type of employee we usually deal with. After several calls, even after I would find out who was the correct contact, I would almost always run in to another road block, whether it was a stonewalling receptionist, or immediately being directed to a voicemail. It seemed no matter how hard I worked, I was always wasting at least half my day chasing my tail.

Enter LeadSeek.

After meeting with our VP or Sales, they were able to put together an industry specific list containing almost exclusively companies within our target markets. Along with the significantly improved list of companies, they were able to provide contacts containing only the job titles that we work with. Instead of wasting my days getting rejected by the wrong people at the wrong companies, I was now able to immediately get in touch with the correct person.

More importantly, LeadSeek, working with our marketing team, put together several great emails detailing the service we provide for all of our different target markets. Using their email marketing software, they are then able to send these emails, en masse, to every company in our target market at once. This awesome ability to immediately keep in touch with all of our prospects generates numerous positive responses for our sales team.

Our team is now able to organize our day more efficiently because these positive responses mean that a company in our target market now knows who our company is, what we do, and is interested in having a conversation or receiving more detailed information. The difference between cold calling companies without a need for our product to calling a specific contact who has already expressed interest in our product is night and day. Sales have gone up, revenue is through the roof, and company morale is at an all-time high.

My only regret is that we did not partner with LeadSeek sooner.

Trending in 2019

How to Keep Up in Today’s B2B Sales World

Is your sales strategy stuck in 1996?

Staying on top of trends is one of the biggest challenges faced by those of us in the B2B sales world. One word comes up more and more in discussions of how this world is changing: DATA. Big data has become the starting point for any successful sales organization. With the rise of the digital world, all of our potential customers are available literally at the touch of a button (or a few keystrokes anyway). Having a strong prospect database not only gets your name out to more potential customers, it also increases close rates and improves overall efficiency.

Once you have that robust database, however, you also need a way to consistently and professionally keep in touch with all of them. With the number of potential prospects in the thousands, that simply isn’t feasible without an email marketing strategy. Email is the most preferred method of communication among prospects in the B2B space, and best-in-class companies are 67% more likely to have a strong email marketing strategy in place.

Switching from a business model that is heavily reliant on phone calls for instance to a system with a foundation in initial contact by email amplifies your ability to get in touch with more people exponentially. Rather than hiring someone to make 100 cold calls a day, you can send an email to thousands of prospects at once, and allow your sales team to focus on those people that express interest. It’s not only faster, it also is less invasive than a phone call, and your prospects will respect that.

The large-scale contact achieved through email marketing also allows a large enough data set to allow your business to use sales analytics to show where your successes lie and which methods work and which don’t. You can use big data to show you which industries respond to which types of messages, what types of prospects close most quickly, which close for the largest sales, etc., allowing you full control of where your business and revenues are headed in the future.

Email marketing is the most preferred method of contact by your prospects. If you don’t have an email marketing strategy in place – stop living in the past!

With LeadSeek, this crucial facet is available to everyone. With pricing scaled to the size of your business, one man shows and Fortune 500 companies alike can afford to join the 21st century and start contacting prospects the way they want to be contacted.

Drop us a line and let’s talk about how we can keep your company on top of the trends in 2019.

Mastering the Art of Sales Communications

Moving Away from the Typical Sales Pitch

We’ve all sat through the stereotypical long, boring pitch of a sales rep who goes through every aspect of everything their company offers, including all of the information that is largely irrelevant to our specific business. Many of us have probably been on the other side – giving these pitches to prospects.

It’s an easy trap to fall into as a sales person. The fear of missing some important aspect of our offerings and the desire to be thorough can lead to overly long-winded presentations. What if we missed some key feature that would have made the sale? We also have a different perspective than our prospects. We love our own product and we want to talk about it and share the love! But our prospects don’t feel that way. Once you start to cover aspects of your offerings that don’t apply to them, they completely check out for the rest of the presentation and all of our well thought out words are for naught.

So how do you avoid the mistake of missing something critical while avoiding alienating your prospect in the process? Let’s talk about a few simple guidelines that apply whether you’re emailing, calling, or giving a full presentation.

Make your communications honest and straightforward.

Never start with a pitch. Your prospects are tired of being pitched products and services that aren’t even relevant for them. Start your initial communications with a straightforward statement of who you are and what you do. If that’s not relevant for the person on the receiving end, they are given the opportunity to either ignore your communication or let you know that it’s not for them.

Follow that up with an invitation for a conversation to allow you to learn more about their business. Making sure you understand their needs and processes will allow you to tailor the next part of your explanation to their specific interests, avoiding the lengthy and irrelevant “pitch”.

Know your own offerings

Think of your conversations with prospects like a job interview. It’s an opportunity not only for them to learn about your product, but also for you to learn about their business and to see if there is actually a fit. Make sure that you know exactly how your product benefits specific types of businesses and be honest! Don’t be afraid to walk away from a prospect that isn’t a good fit for your product. If you won’t end up with a happy customer, there’s no reason to proceed.

Don’t go into a sales conversation with the goal of selling your product to the prospect no matter what. Go into it with the mindset of finding whether there will be a mutual benefit for both parties. Keep asking questions and giving honest answers. Not only will the prospect appreciate your straightforward attitude, but you can take the pressure off yourself and you will appear more confident and trust-worthy. It’s a win-win!

Keep it short and sweet

This simple rule doesn’t require much explanation. Give the basic overview of what you offer, ask questions, tell the prospect what they need to know, and end it there. We’re all busy and we all appreciate people who respect that fact. Prospects will also appreciate your professional approach to the fact that they will make their own decision and they don’t need you to stick around to convince them.

End with a positive

Wrap up your communication with a quick (one sentence) overview of the biggest benefit you can offer your prospect. We all know the adage of the importance of first impressions, but the impression that you leave them with is also key. What do you want to stick in the prospect’s mind? What steps do you want them to take next? Ending on a high note will make the prospect more likely to engage further and take those necessary next steps.

Don’t Give Up! Keep in touch.

After making initial contact with the prospect, one of the biggest and most common mistake that sales reps make is to drop the ball on follow ups. Of course you don’t want to appear too eager or harass your prospects, but most people will expect the sales rep to take the initiative in keeping the communication lines open.

Timely and professional follow-up communications go a long way in staying top of mind for your prospect and in motivating them to engage further and move to the next step in your sales process. Even if it turns out that the prospect is not immediately ready to buy, be available and easily reachable and make sure you touch base periodically to stay engaged.

Stop Wasting Leads!

How to make the most of your inbound pipeline.

So you’ve done your research, chosen the best strategy for your business, got your lead generation system in place. Great! Now what?

If your strategy stops there, you’re missing some important steps. You’ll have lots of leads, but probably not a big increase in sales. So what do you need to do once the leads come in? This is where lots of companies make some common mistakes. These are definitely worth discussing if you want to make the most of your lead generation strategy.

Have a specific process in place

This may seem like a no-brainer, but a surprising amount of companies don’t have a specific process in place for exactly what to do when an inbound lead comes in. Who is delegated to deal with the inbound leads? If it’s multiple people, what criteria are used to determine which person each lead goes to? Is that person able to follow up in a timely manner on all leads? What process do you have in place to qualify inbound leads?

Answering these questions will help make sure you’re not missing opportunities.

Take time to research and qualify

Before you can reach out to an inbound lead, hop online to get as much information about the person and the company as possible. Hopefully, your lead generation system will provide you with information such as industry, company size, location, etc., so take just a second to make sure that those criteria meet your definition of a good prospect. Every lead that comes in will not be an ideal fit, so just taking a quick second to check that will save you a lot of time by eliminating time spent following up with dead ends.

It’s also worth taking a few minutes to check the contact’s social media and to check out the company website to get more specific information. Just because a company is listed as being in the manufacturing industry doesn’t mean that the specific type of manufacturing they’re involved in will be a perfect fit.

Once you’ve determined this lead is legit, take a look at what communication they responded to in order to gauge what caught their eye and why they may be interested in your business. Even though inbound leads have “raised their hand” and initiated the contact with your organization, you still have a very narrow window to cement that bit of interest into a real conversation. One of the quickest ways to lose a prospect is to start talking their ear off about things they’re not at all interested in. Even if you do end up going over what piqued their interest in the first place, if you bury it in other irrelevant information, there’s a good chance the prospect will leave the conversation either confused or irritated.

Follow up right away with a personalized message

If someone initiates contact with your business, they expect timely, personalized contact. Some sales people will not prioritize inbound leads and follow up with a delayed, impersonal email. Most of the time when prospects take the time to reach out, they are probably also reaching out to your competitors as well, and they’re evaluating your business alongside your competitors. If you send a generic, impersonal message, your prospect will not feel like a priority and immediately be more inclined to work with your competitor (who will be personalizing!).

Don’t give up too soon

If you don’t reach an inbound lead on the first attempt, stay persistent. With an inbound lead you have even more reason to not give up. This is not a cold lead that may or may not hang up on you once you do get through. This person reached out to your business. If you give up after one or two calls, that shows the prospect that you’re not making them a priority.

It takes an average of six attempts to secure a sales appointment (check out our blog article on this topic here), including with inbound leads. You’ve taken the time to reach out to this person with lead generation, they responded, and you took the time to do the research to determine they could be a fit. Don’t give up on something this good after a couple of calls.

Having a solid lead generation strategy in place is a boon for any business, and is becoming increasingly necessary to keep up with the competition in the changing sales landscape. In order to fully realize the benefits though, it is also necessary to think through how to handle those leads once they come in to make sure you’re not missing opportunities. It’s definitely worth it to make sure you, your sales team, and your lead generation partner are on the same page and to outline a specific process for moving these valuable leads along in the sales cycle.

Drop us a line and let’s talk about this and other strategies for making the most of your sales pipeline.

Dispatches from a Modern Day Sales Rep

How Email Marketing Changed My Work Life for the Better

Not just ten years ago I was your typical run of the mill sales rep, toiling away in the daily obscurity of cold calling and constant rejection. I was a hard worker, but you can only do so much when giving a list of companies and told to “call them and see if they are interested”. I found that every day I was spinning my wheels, finding that not only were most of these companies uninterested, but that I was spending the majority of my day just trying to find the correct contact to tell me that they were not interested in our solution. Even when I would have a good conversation, it would normally turn out that our solution was not the best fit for the company on my list.

I was at my wits end, and the frustration was endless. Pleas for improved leads would go unheard, and no one seemed to have any idea on how to increase sales opportunities. The fact that my company had just spent a lot of money, however misguidedly, on immense call lists amped up the everyday pressure to find interested prospects, and everyone in the office seemed on edge, concerned about their jobs, and the future of the company.

Enter email lead generation. Suddenly instead of fruitless cold calling, every day I started receiving replies from my target contacts at companies that already were interested in us. The partner we chose got to know our business, what we do, how we do it, and most importantly, who our product benefits the most. Through their lead generation database, they were able to compile tens of thousands of new companies, in our target market, that were not included in our current lead database.

Not only did they completely revamp our leads, but they then put together great emails, marketing our service and what we do best, and began sending them off to the thousands of companies that were now in our database. Once that occurred, everything changed. All of a sudden I would get in to work in the morning and have several emails sitting in my inbox from companies who responded to email campaigns expressing interest in our product. Every day I would have the opportunity to actually reach out to interested companies and have highly productive conversations about our offerings. Suddenly opportunities were everywhere, sales skyrocketed, and morale was at an all-time high.

Putting a lead generation process in place not only allowed us to reach out and contact thousands of companies at once, the partner we chose also continuously manages that database, reaching out to these potential customers on a regular basis.  This allowed us to maintain consistent contact with our base, so that when they’re ready to sign on, we’re top of mind and easy to reach. We went from struggling to just have a good conversation or two every day to struggling to handle the amount of leads coming in.

We chose LeadSeek as our lead generation partner and once they entered the picture our sales took off and we never looked back! Life is good!