Last month we focused on the vitality of integrating human touchpoints alongside AI for authentic relationship-building in marketing and sales. To ensure pipeline growth is optimized, here are strategies for the human component of lead and sales development.
Cadence
Establishing a consistent and strategic outreach cadence sequence emphasizing conversations is essential for maintaining momentum and staying top-of-mind with prospects. A well-planned cadence balances persistence with respect, ensuring you connect without overwhelming prospects. For instance, start with an initial call, leave a voicemail to build credibility, then follow up with a call that engages the administrative assistant and allows additional visibility into the team and role. Next, send a proactive email and then a LinkedIn connection request with a customized note. A typical cadence might look like: Day 1 – Call with a voicemail, Day 3 – Email, Day 7 – Social Media Touch, Day 12 – Call, and so on. Adjust the cadence based on the prospect’s engagement level and industry norms.
Time Management
Effective time management is critical for maximizing productivity. Use time-blocking techniques to allocate specific periods for activities such as prospecting, follow-ups, and administrative tasks. Prioritize high-impact activities that are most likely to advance leads through the pipeline. As phone conversations remain the most effective way to connect and generate appointments, that should make up the most time spent. For instance, start with an hour of focused research on prospects and accounts in the morning, then dedicate 5-6 hours to making outbound calls. Reserve time for emails, social media outreach, and team education during parts of the day with lower connection rates.
Match Activity to the Outreach Strategy
Tailor your outreach activities to the stage of the sales funnel and the type of account. For top-of-funnel activities, focus primarily on high-volume dialing. For target sweet spot accounts, prioritize quality over quantity by investing more time utilizing an omnichannel approach. In addition to solution-based phone conversations, personalized emails, LinkedIn messages, and direct mail should be added.
Nurture Non-SQLs
Consistently follow up with leads that are not yet Sales Qualified Leads (SQLs) through various channels like emails, calls, and social media. Categorize them by persona/industry, level of interest, and situation to facilitate personalized outreach about new offerings, relevant events, or content. Reference past interactions or meetings to build on existing relationships and demonstrate attentiveness. Share links to relevant blogs or resources that align with their interests and industry via email.
Value Proposition
Communicate your value proposition throughout the conversation. Start by clearly delineating the benefit to the prospect and continue to sprinkle value throughout the call. Highlight specific ways your product or service can address their pain points and add value to their business. Ensure that your value proposition is personalized and relevant to the prospect’s unique situation.
Technology
Equip your team with the right technology tools and provide thorough training to ensure they can use these tools effectively. TeleNet’s custom prospecting system is a pushed-base system that allows management to create a prioritized list of contacts for SDRs. This system saves time, eliminates guesswork, and increases productivity by streamlining the outreach process.
A well-rounded sales development strategy is crucial for optimizing your pipeline growth. By incorporating a consistent cadence, effective time management, tailored outreach, and ongoing nurturing of leads, you can build stronger relationships and drive more meaningful interactions with prospects. Remember, value proposition should always be front and center, demonstrating how your product or service can solve specific challenges. And, of course, leveraging the right technology can significantly enhance your team’s efficiency and effectiveness. By thoughtfully integrating these strategies, you’ll be well-positioned to cultivate authentic relationships and achieve sustained success in your sales efforts.
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