Being a sales development rep can seem like a slog. Long hours on the phone, hundreds of first encounters with skeptical “gatekeepers” intent on weeding out prospective sellers, and a near equal number of thinly veiled dismissals such as the ever popular “no thanks” or “this just isn’t in our fiscal plan right now” are almost inevitable in this line of work. Capturing the attention of B2B buyers is arguably one of the toughest jobs out there, and yet, when it does happen, the rewards can be staggering, particularly with enterprise-level clients.
We’ve spent a substantial amount of time studying our own successes and failures in the SDR arena here at ListenLoop, and are thrilled to present 5 of the most important tips that sales development representatives in both the SaaS sector as well as others can use to improve their conversion rates at trade shows, industry conferences, networking events, etc.
Tip # 1: Moving Beyond the Pitch
It’s easy to fall into a trap of telling a B2B buyer how great your product is. We’ve all done it at times, but at the same time, we know it isn’t the most effective way to get a message across. Thoughtful questions will open up a prospect to a new level of engagement. Prior to making a call or having a conversation with a prospect, do a little research on the buyer in question. Once you have information in your corner, you can apply personalization to your questioning, which will open up a bigger conversation leading to how you can solve their problems.
Pro tip : use a number of different services (Datanyze, Nerdy Data, etc…) to see the current tech they have running on their site.
Tip # 2: Contact Information Is Gold
Whether it’s an email address, phone number, business card or website, make sure that you have a method by which you can follow up on connections you have made at the sales events you attend. You can always re-introduce yourself to a potential client and remind them what exactly makes your product so appealing to them. Even if a potential buyer doesn’t bite on your product or service the first time, they may be in a better financial position to at a later point.
Here at ListenLoop, we leverage the sales prospecting and intelligence tools found in three powerful software resources, SalesLoft, Datanyze and DiscoverOrg, to ensure that our relationships with potential clients are becoming successful conversions whenever possible. After all, knowing how to cultivate rewarding relationships with leads and new prospects is just as important as making a powerful first impression!
Tip # 3: Games Pay Off
Whether it’s a raffle, a time-sensitive offer or any other form of promo, it’s important to remember that games really do pay off. B2B buyers are human too, and everyone enjoys a diversion that provides them with something new or exciting during their work week. A bit of incentive goes a long way in this business.
Tip # 4: Don’t Wait – Book Now
Instead of telling a potential buyer that you will follow up with them to a book a product demo, make sure you get them on the schedule today. As soon as you can sense that a buyer is interested in your product, begin moving towards a more formal demonstration or meeting.
So, how can you jumpstart this process? Essentially, this is where your own personal “flair” comes into play. Whether it’s a raffle, strategically placed business cards near coffee stands or appetizers, or seamless integration of YouCanBook.me reservation systems into your website using iFrames, find a way to make it as EASY AS POSSIBLE for clients to act on their interest in your product or service. As a general (and obvious!) rule of thumb: the easier and more attractive it is for a client to schedule a meeting with you, the more likely they will be to make it happen!
Tip # 5: Keep The Content Sharp
It’s all too easy to turn into a lifeless automaton when delivering the same rapidfire sales pitch to hundreds of potential customers, particularly when so few actually end up becoming paying customers. That being said, the best SDR professionals acknowledge that each new face could be a lucrative sale. Make sure the pitch stays sharp, and you’re much more likely to reap better results over time.
No matter how complex or sophisticated your software or service may be, it’s essential that your pitch make it very clear EXACTLY how the client will benefit from doing business with you. If you can identify their specific professional challenges, then you can make a compelling case through conversation and directed questioning, establishing precisely how you can solve their problems for them.
Finally, don’t be afraid to request a meeting with your prospective client. Yes, this is a very direct tactic, but many buyers will respect the fact that you are willing to take the next step and get to the point. If the buyer doesn’t have an interest in developing the professional relationship further, this will also give you an opportunity to identify their key concerns and objections which you can then resolve.
Interested in learning more powerful B2B sales solutions from industry insiders? Stay tuned for our next blog publication!