5 Things B2B Sales Reps Need to Know About Leads Before Calling Them

5 Things B2B Sales Reps Need to Know About Leads Before Calling Them
Photo : Jonathan Francisca from Unsplash

You've gone out there and done the prospecting, highlighted the ideal client, and you've scheduled a discovery call. Now it's time to dazzle the prospect with your product and convert that lead into a paying customer. Sounds easy, right? Well, not so fast. 

According to a SalesForce study, a whopping 85% of B2B customers report being dissatisfied with their phone experience. When you factor in that 92% of all customer interactions occur over the phone, you can see how this can start to become a huge source of frustration for sales reps and business owners looking to maximize revenue.

So, what is the cause of this lackluster performance, given that sales reps now have access to some of the best technology in the world and huge troves of data? Well, most of the time, it simply comes down to a lack of preparation.

If you really want to engage and convert a prospect, then you need to be ready to overcome a wide variety of objections while showing that you understand their problems by demonstrating how and why your product or service will overcome them. If you haven't done your homework before making the call, then you're going to have a pretty hard time doing that. 

On that note, let's take a look at five things sales reps need to know about their leads before calling them. 

1. Company/Industry Data

Before you call your lead and try to impress them with your pitch, take some time to do a little research on their company and the industry they operate in. 

This doesn't mean you have to dive deep into their history or figure out what the CEO prefers to eat for lunch. Instead, just hop on to their website and read some of their recent blog posts, catch up on the news in their sector, and read some of the latest posts across their social channels, especially LinkedIn. 

Remember, if there is anything that people like to do, it's talk about themselves. With this in mind, opening the conversation about some exciting/controversial news in their industry or congratulating them on a recent success will give them plenty of opportunities to open up and break the ice. 

2. A Record Of All Past Communications

LinkedIn's Global State of Sales Report found that 88% of B2B buyers only make a purchase when they view a salesperson as a "trusted advisor." And what's the best way to establish trust as a salesperson? By listening.

Suppose you can show the prospect that you have listened to them and understand the information that has previously been shared. In that case, they will be far more inclined to believe that you actually have their best interest at heart and you understand them more as a person/business. 

We all know how frustrating it can be to repeat ourselves when dealing with a company - constantly being passed from rep to rep without finding anybody who is willing to pay attention to what you are saying. Don't be that guy. 

Make sure you take the time to go over all of the past communications with the client before making the call and try to have access to it while you're talking to them as well. Extra brownie points if you can relay what the lead has already said back to them so you can point out that you have been diligent and are giving them your full attention. 

3. The Specific Pain Point That Your Prospect Feels 

A recent B2B Buyer Behavior Study from Demand Gen revealed that 76% of B2B buyers expect personalized attention from solution providers based on their specific needs. In other words, buyers don't want a generic solution to their problems. They want something that feels tailor-made and unique to their situation. 

Seeing as you have already qualified the lead through your prospecting, you should have a good idea of how your product/service will help them overcome their problems. 

As a sales rep, it's your job to articulate and explain the core features and benefits of the product that are most relevant to the client, demonstrating how it will remedy their specific pain points and help deliver value to them. 

4. Marketing Automation Data 

Let's say you don't have access to a previous record of communication with the prospect. That doesn't mean that they are going to be completely unfamiliar with your brand or have no experience dealing with your company. 

If you want to get a headstart and increase your chances of converting the lead, you need to use marketing automation data. These days, a wide variety of tools keep a record of how many times a lead has visited your site, the pages they interacted with, the content they download, and the ads they clicked on. 

When you have nothing else to go on, this information can give you valuable clues into the kind of things the prospect is interested in, subsequently giving you a potential direction to steer the conversation towards, rather than going in cold.

5. The Next Steps Required 

Last but not least, you need to prepare for when everything goes as planned and the lead is ready to jump on board. However, if you don't come up with a clear action plan and you are stumbling over your words, sounding surprised that your own sales tactics worked, then you could be just about to lose that lead you worked so hard to win. 

Be ready and prepared to discuss the next steps with the client and what a successful relationship will look like. Talk about goals, objectives, and measurables, and don't be afraid to get specific. 

Also, you don't have to beat around the bush and act coy here, so why not highlight how the relationship is mutually beneficial to both parties and what you and your company will do to ensure that your new client meets their goals? 

Finally, let them know they will have all of the support and guidance they need from you when moving forward. And the most important of all - don't forget to deliver on those promises. 

Careful What Is Discovered

Converting a lead is one of the most difficult tasks that sales reps face, yet it is also one of the most important. By the time you come around to picking up the phone, a lot of work will have already gone into the prospecting process, which means that sales reps must do what they can to bolster their chances of success by preparing themselves properly before each call. 

In general, you want to go into each new phone conversation armed with the essential knowledge about the prospect, their company, and their industry; from there, it's all about listening, understanding their specific problem, and then using your sales skills to demonstrate to the potential client how your company will drive value to their business.

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