Updated on November 1, 2021
The biggest difference between B2B and B2C sales process is that in B2B you are getting your message in front of the ultimate buyer – the decision-maker. But identifying the right decision-maker, the need to skip the gatekeepers and actually reaching out to the person in charge, can be a complex and time-consuming process indeed.
One of the biggest obstacles that sales representatives are facing nowadays is how to make sure that they are talking to the right person. Maybe you have an amazing sales pitch, but if you are presenting it in front of someone who has zero buying power, you are just wasting both of your time. In a study by Agency New Business is stated that when it comes to new salespeople,
only 1% make it past the gatekeeper to a decision-maker.
In the past, you had to talk to at least skip over 2 gatekeepers, and spend at least one hour before you reach the decision-maker. Today, you no longer need to speak with actual gatekeeper. Instead, by using Sales.Rocks Company Search, the necessary contact info about your target person is just one click away. In this post, we will outline how using Bulk Data will help you narrow your search down, and target the right person you should be pitching.
Connect with the decision-maker
The journey from finding to reaching decision-makers is always different. The Internet can provide vast amount of information about a person if you know where to look. But, how can we be sure that the info is verified, accurate and valuable?
Our Sales.Rocks platform uses a range of filters for properly tailoring and targeting your desired decision-makers. Log into the platform, and start by clicking on the Bulk Data option located on your left.
If you want to find a decision-maker, fill in the empty search boxes by choosing the filters and options mentioned below:
- Location (region, postcode, headquarter location, branch location)
- Industry (SIC code, NAICS code, NACE code or search by keywords)
- Company size (Employee range, Revenue range)
- Company status (Founded date, Operating status)
Contact option is not a mandatory filter, but for this purpose, it is the most important one. Checking in the following boxes will help you reach the right decision-maker:
- Phone available
- Email available
- Website URL
After completing this process, only one click separates you from having a list of decision-makers for your campaign. With all this info in your hands, remember that when it comes to the B2B world, personalized sales approach takes a different approach. In this situation, your message should be adapted not only to the role of the decision-maker, but also to the specifics of the company.
Use a Multi-Channel Approach
Corporate decision-makers are active on various channels. Many of them start their day by reading their email, and answering phone calls. This is why you need to use the multi-channel approach.
Now, let’s imagine that you have your decision-maker’s phone number. You called several times, but they never called you back. Many business people are not comfortable with phone calls, and avoid doing business that way. Others get a constant flow of phone calls during the day, and prefer closing deals that way.
For both these decision-maker types, you can try reaching out via other channels. The most effective second choice is email. Cold outreach works, but only when it is done in the right manner. Our experience has shown that the best way to get cold outreach right is to personalize your email. This will show them that you did your research, and you are ready to talk business.
So, instead of sending a generic email, make sure you create a well-crafted personalized mail from the subject line to the sign-off. Here is an example of how our sales reps use Bulk Data filtered info when sending a cold, introductory email. In this email, we are offering benefits from our platform to a recruitment agency:
[Sales representative name] from Sales.Rocks here. Hope you don’t mind me reaching out 🙂
We help Recruitment Agencies like [company name] to find the right candidates for employers. We understand that recruiting people takes a huge amount of time, and for many firms, it is a real struggle to find enough time to do it well.
With our Bulk module, reaching to the right people has never been easier! Here is a [blog link/ brochure link] that can show you how we do it.
Are you available for a fifteen-minute call on [time and date] to discuss ways the Sales.Rocks platform can specifically help your recruitment agency?
[sales representative name]
Our team in Sales.Rocks believes that follow-up emails are the most effective ones when there is no response from the first mail. Here’s an example of how you can use the Bulk Data to create a personalized follow-up email:
I decided to reach out to [company name] only because I am confident that we could add value to your recruitment system with our Bulk module.
Is using a tool for precise targeting of the right candidates a priority for your company? If so, here is a [brochure link] that you might find helpful.
I have a few more ideas about how Bulk module can help [company name]. Let me know if you’re interested in hearing them. If not, thank you for taking the time to consider it.
[sales representative name]
Keep nurturing your ideal customer
Maybe your ideal customer is not ready to purchase your service right now. But it doesn’t mean they won’t be ready in the future. The important thing is to keep nurturing them while planting the seed for future collaboration.
Continue to educate them on how your solution can help their company. Send them relevant materials like blog posts, case studies, infographics etc. to help them work smarter. Build credibility by positioning yourself as an expert, not only as a salesperson.
How to skip the gatekeepers
Decision-makers are extremely busy people. You may have attracted their attention with useful content, but that will be soon forgotten. This is why a multi-channel approach, and constant re-targeting is crucial in B2B marketing. This will ensure that you constantly remind decision-makers about the benefit their company can reap from your solution.
Most importantly, don’t risk losing your ideal buyers because of the competition. Act fast. Filter them out, offer your solution, and make them your clients as soon as possible.