Prospect: what is it, how to gain his trust and sell to him

customer satisfaction

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Prospect is the word that designates that person who got in touch – no matter what – which is your company and, in some way, showed interest in buying your product or service. It usually comes from your marketing strategies. And understanding who he is and what his needs are is essential to closing more sales.

Marriage, friendship, work… trust is the basis of every human relationship. And when it comes to your prospect, that’s the same truth.

When someone chooses your product or service, they are putting time, budget and also hope/expectation that it meets their existing need.

Because of this, it is essential that there is trust between the prospect and the salesperson. After all, answer it yourself. How comfortable would you feel giving up a significant amount of money if you don’t trust anyone trying to sell you something?

We know that trust is difficult to earn, easy to break and quite difficult to regain. Therefore, it is necessary to be careful in this mission. After all, only selling more and better can make companies grow.

In this article, in addition to explaining what a prospect is, we’ll talk about how you can make them believe your speech. That way you’ll be closer to closing the sale and generating value for it.

Come on?

Good reading!

Wait a minute: what is prospect?

Before we talk about trusting or distrusting, we need to define what prospect means. He is nothing more than that person who contacted your company in search of the solution you can provide.

But it’s important to distinguish: prospect is different from suspect. Both are leads, but the first is the one that already “consumes you” through email marketing, blog content, etc.

In other words, he is – in theory – one step away from buying.

The suspect, in turn, is a stage behind.

He’s even interested in what you’re selling, but for a variety of reasons he’s not ready to buy.

The reasons can be different: either because you haven’t decided what exactly you want, you don’t have money or you aren’t sure about becoming a buyer.

That cleared up, let’s go ahead!

Why don’t your prospects trust you?

But after all, why aren’t you selling to your prospects?

Below are some reasons why they don’t see you as someone to be trusted.

Hasty steps in the process

It is essential that your company’s sales process reflects the real needs of your customers. The steps should be realistic and satisfy the prospect’s desires – not yours to sell early, for example.

Asking the prospect for personal information without having a mature relationship is a shot in the foot. So take a moment, reflect and examine your entire process. Constant feedback meetings help a lot in this mission, as well as implementing the so-called agile methodology.

Make sure the early stages are focused on understanding your potential client’s needs. Show that you know the pain and are an authority on the subject – hence the importance of inbound marketing.

Don’t forget to save important information within your sales funnel. After all, any detail can be essential for the sale to be concluded at a later stage.

If you can’t effectively record important information about your prospect, you run the risk of asking questions that have already been answered.

What message do you think this conveys during your sales routine?

Communication failures

As we said, trust is critical when it comes to sales. Just like in a friendship relationship, you confide things, exchange knowledge and receive attention. In the relationship between seller and prospect, this is no different.

Would you trust someone who has never cared about you, doesn’t know your name, where you work, or who doesn’t remember the last conversation you had? Certainly not.

Also, receiving generic emails with a simple “Hello” or asking for the needs to be repeated again is not good. Again: would you trust those who don’t pay attention to you, who don’t make the effort to get to know you better?

Internal culture may be wrong

Prospect, prospects Are faster and faster to sell more in less time.

This can be very counterproductive. After all, as mentioned above, generic messages, without personalization, do not captivate leads.

Research shows that personalized emails are 6x more likely to turn sales than those that aren’t. This means that sellers need to take the time to take such action. An efficient way to do this is to use a CRM system that allows you to use pre-written email templates.

Not responding at crucial moments

It may be the fault of social media and/or search engines, but the truth is, people are used to getting answers and attention almost instantly.

Because of this, it can generate enormous frustration and distrust when the sales team does not respond to a question or does not respond to a prospect’s request quickly.

Of course, it is humanly impossible to service all leads within the funnel in the time necessary for them to be properly nurtured. But having this manual process leads to failures.

Having a sales system that is the salesperson’s eyes, mouths and ears is essential. He is the link so that the relationship of trust that is being built is not broken. It is he who alerts the moment to act and what is the most correct way for this to occur.

A CRM that helps the prospect to trust the salesperson has alerts on opportunity stagnation and automatic actions to send emails when the lead moves within the sales funnel, for example.

Thus, no business opportunity is lost, after all, CRM tells the sales team the moment to act assertively.

Sorry to say, but maybe you’re pissing off your prospects, okay?

Selling is a task that takes time and patience. Although 79% of leads from marketing never actually see sales, there are some precautions that the commercial team must always be aware of.

Being assertive in contacting prospects is not such a simple task. When it comes to sales, regardless of the segment, being direct and building a good relationship with the customer is an excellent way to achieve the goal of selling.

More than that. That’s why a trusting relationship between the sales team and the prospects is essential, not even to disappoint or irritate them.

After all, let’s agree. Sometimes personalities clash and priorities are unclear. Therefore, with a lack of communication, opportunities taken as “certain” end up being lost.

So beware! You might be irritating your prospects. We list below some mistakes that cause a potential customer to give up on the purchase.

You are not getting to the point

It is important that, when talking to your prospects, there is assertiveness. Respect your time and that of the customer on the other end of the line.

Even if the conversation takes place casually (which is important to build relationships) it is essential to get straight to the point. Self-confidence is good, but too much of it can distract the focus from the call. After all, time is money for both the seller and the customer.

So: get to the point. Tell the prospect who you are, the reason for the call, and what you want. It is essential to have an honest and direct conversation. Listen to the customer’s pain and make it clear how your product or service solves it.

Are you in the present or in the past?

How are your selling tactics going? Is your company’s sales playbook constantly being updated or is the sales team still using the same approach as years ago?

Sales is an industry that is constantly changing and, not keeping up with them, is a risk for any business.

One of the important points to have an updated speech is to seek to be an influencer. After all, prospects have access to pretty much every type of content. Have all the answers just a click away.

Many have certainly researched a lot about your business. They looked for some kind of social proof or referral before filling out a form on your website, for example.

That’s why being an influencer is important. Play the role of consultant, who listens carefully to the prospect and manages, within the offered solution, to adapt it to what the client needs. That’s what we’re talking about. And it is vital for the growth of any operation to focus on the customer, obviously.

Have this assertiveness in the speech. Didactically show how the company manages to solve that customer problem. This is good sales practice. And that’s living in the present and ensuring the future of the company’s business, of course!

The focus on influencing will obviously give more confidence to the one on the other end of the line. Even if the sale does not take place immediately, the seed is planted.

“Cool, I liked it, but at the moment I can’t buy it”.

If you hear this, so as not to miss the sale timing in the future, what do you do? Freeze this opportunity and schedule a reminder to get in touch later.

Then that’s it. You listened to him, understood the pains, showed how the solution your company sells helps you and was available to answer any questions. The path was paved.

You are ignoring customer needs

Don't ignore the prospect's needs

Few ways are as effective at irritating prospects as ignoring their needs and blindly following your “perfect” sales plan to close the deal.

Let’s think about B2B sales. Let’s say you sell software and, on the other end of the line, the customer doesn’t really understand how it works – but knows that maybe it can solve their pain.

Pursuing your playbook for sales is not necessarily a good thing. The sale can even be sealed, but what value is being added?

If you were unable to show, in a simple and didactic way, how the solution works for the prospect, the chance of a churning later on is real. And that will negatively impact the company’s CAC and LTV.

How can you scale growth if the MRR varies every month? Ignoring the customer’s real needs (maybe your product or service doesn’t serve them 100 %!) and striving to hit the sales target almost never works. Also, how will you be able to ensure customer success if you can’t understand it?

When prospects come in with a lot of questions, it’s up to the seller to quickly assess what the approach should be. What to ask him in relation to the level of experience with the searched product and, even, his level of experience in relation to the function he performs.

That’s right.

The commercial team may be serving a newly hired director who is looking to improve the company’s internal processes. And so it came to you in search of a solution that fixes these issues.

Therefore, it is quite possible – or even likely – that he does not have knowledge of the product he is looking for, as well as of what the company he is working for really does.

So listen

“We have two ears and only one mouth.” That phrase, which you’ve certainly heard a few times, applies a lot in sales. Listen to what the prospect has to say. After all, if your first impressions are right or wrong, it’s critical to listen initially so you know what tactic to adopt. This, incidentally, is one of the 10 commandments of the modern salesperson.

After all, research shows that there are 4.2 times more chances of being able to schedule an appointment with the customer when there is some kind of personal connection with the buyers. Therefore, in this sense, the work of the pre-sales team is important, with always attentive SDRs.

So, to strengthen this relationship, nothing better than a good active listening to fully understand what the prospects need.

But what if the error is in prospecting?

According to a B2B lead report, 50% of the time (!!!) is wasted on unproductive prospecting. And as 79% of leads end up not becoming customers – as mentioned above – it is necessary to take some precautions to perform the task of prospecting. Even so, it is necessary to get the ideal customer profile (ICP) right.

Within this idea, having a tool that helps with automation is essential. With CRM Pipe Run it is possible to create different types of funnels, and one of the most common uses is for prospecting customers.

One of the best ways to get this mission right is to segment the last 25 to 50 deals and see which ones were gains or lost – within a good CRM this is very easy to do.

Then, analyzing the contact’s profile – title, sector, origin of the lead, among others – you start to see similarities between won and lost opportunities.

Doing this, pulling the information that you’re CRM offers, it is much easier to get the prospecting strategy right, isn’t it?

After all, good prospecting is half a sale. And lead generation needs to happen more assertively (call the marketing team for coffee).

So, how can we help you?

To learn more about what CRM is all about with automatic actions, opportunity stagnation alerts, and personalized emails, complete customer registration, proposal submission and everything you need to gain the prospect’s trust

Take the opportunity and read two articles that can be useful in your daily work.

The first talks about the motivation of your sales team and how CRM helps with this. After all, to gain the trust of your prospects, you need to have motivated salespeople, right?

The second discusses how sales coaching can be an alternative to stimulate the best in each professional on the sales team.

Good sales!