But many sales people struggle to find the adequate time needed to customize their outreach for each prospect. Personalizing content: 31% of sellers say that sending one-to-one, customized messages to prospects is the most effective approach.That way, buyers won’t jump ship due to uncertainty or misunderstandings. Success plans (sometimes called mutual action plans) are a great way to collaboratively map out the buying journey with customers, so everyone is aligned and engaged on clear next steps that are anchored to the buyer’s goals. If sellers don’t offer a simple, direct next step, they risk irritating, confusing, or disenchanting prospective buyers. Ensuring the next step is very easy: The buying process is often complex: In fact, 77% of B2B customers say their last buying experience was extremely complex or difficult.Implementing tools like conversation intelligence solutions can help, as they automate follow up by capturing next steps and action items on call meeting notes, so reps remain accountable and nothing ever falls through the cracks. This is particularly true for account executives who are trying to prevent future ghosting from buyers who are themselves busy professionals and likely aren’t going to reach back out if they don’t get a clear answer or requested information from a provider. Anticipating needs: Part of delivering an exceptional customer experience from the jump is being as proactive as possible with prospects.Do you want them to provide more details, schedule a meeting, or direct you to someone else who’s better suited to speak with you? It’s easier for a prospect to engage with your outreach if you tell them exactly what you want or need from them. Include a call-to-action (CTA) that acts as a clear next step to prevent confusion or neglect on the buyer’s end. Including a CTA: Don’t forget that your follow up emails should always point prospects in a clear direction.That way, your solution is still top-of-mind for prospects, while reps are freed up to focus on other initiatives.
Some sales engagement platforms, for example, enable sellers to set up different types of email sequences that automatically reach out to silent buyers over a specified period of time. With the right tools, your team can take the burden of following up with each prospect off of reps’ shoulders. Automating the process: Reps are often inundated with myriad administrative tasks that take precious time out of their days.
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