An effective approach asks the right questions, helping the customer to recognize their problems, needs and possible solutions. However, the current scenario is not simple. To give you an idea, the customer acquisition cost (CAC) has increased by 60% in recent years, according to the RD Station Sales Panorama survey.
In other words, as operating costs increase proportionally, we will also see an increase in the demand for greater productivity and the pressure to achieve targets.
Remember: prospecting is not a game for amateurs germany email list perhaps that is why 40% of salespeople pointed out prospecting as the most difficult part of the sales job , according to data released by Zippia.
We’ve created this quick guide to help you plan better and master the essential details to perfect your approach to potential clients. Enjoy!
What is sales approach?
The sales approach is the first direct contact between the salesperson and a potential customer. It is the moment to create a connection, spark interest and start a dialogue that reveals the prospect's needs.
This initial contact can happen in a number of ways, such as cold calling , cold emailing , social media messages, in-person visits or WhatsApp. It’s not just about presenting a product or service, but about gaining attention, building trust and paving the way for conversion .
An effective approach combines planning, persuasive communication and personalization to maximize results.
Why is making a good sales approach so important?
Many people consider the approach to be the most difficult part of prospecting. Approaching means approaching a person, usually without having ever spoken to them before. That's why it's so difficult and is called cold calling.
According to the book Building a Second Brain by Tiago Forte, there are people who will only be reached if you approach them. There are people who have no other way to get the kind of guidance you can provide. People who don't know where to look for solutions to problems they don't even know they have. You can be that person for them.
How to overcome a salesperson's biggest fear
Whoever said rejection was right ! In fact, Gustavo Pagotto, founder of the Pipelovers community , always reinforces this issue in his lectures with the following scale of salespeople's fears:
Rejection
That's why dealing with rejection has become an essential skill in sales , as the prospects who don't buy will always be the majority.
Being clear that no-sales are the rule, never taking it personally and not automatically assuming that the problem is with your service are ways to avoid any salesperson's confidence being shaken.
It's always worth remembering that if your list of prospecting companies is poor, not even the best salesperson in the world will be able to generate results. Therefore, precise segmentation and personalizing your approach are the ways to gain more confidence and face your fears.
The power of personalized sales approach
There are many options for approaching channels and they should be used taking into account the behavior of different potential customer profiles:
Telephone
Social media
In person: networking, events , PAP – door to door
Do you know why? Here’s what a LinkedIn study revealed about B2B buyers’ preferred ways of approaching themselves :
The research Crack the Sales: B2B Sales Report , carried out by reev, reinforced this trend of using “ a personalized approach and never, ever using a script during the call process or automated messages on social media, as this opens the door to negative and polarized feedback from the buyer. ”