Are Your Teleprospecting Efforts Targeted To Your Audience?
If we all enjoyed the same things, there would not be much variety in the World. There would not be a strong need for Marketing, and one simple message would be able to reach everyone the same way. But that is not the case – thankfully, otherwise life would be pretty boring. Granted, we all strive for the same end result, but the means to getting there is always different for everyone. This same concept most certainly applies for the different roles within an organization. The communal goal within an organization is to make more money, and reach new revenue goals year after year. It’s not a simple task, and it takes the synchronization of different components to get there – marketing targets the right audience, IT increases the productivity of the staff, sales has the right messaging, and the CEO ensures the unity of the machine. With this thought in mind, you need to be aware and acknowledge that some divisions within an organization may have little concern over what another department is doing; they have their own problems and tasks to deal with. That being said, it is important as a business development representative, to ensure that the time and effort that you are investing to penetrate a company is not being deleted or thrown in the junk mail folder due to lack of relevancy.
When targeting an individual within a company, leaving voicemails and sending emails, make sure that your bullet points highlight the capabilities that are relevant to the needs of your audience. A Director of IT will have less interest in your SEO capabilities than your ability to integrate with their current investments. The VP of Sales is not going to see the value of your solution if you are highlighting your ability to be deployed within 3 months rather than your ability to increase conversion rates.
When targeting IT, focus on functionality, integration or productivity. IT folks don’t want to keep changing the solutions that they have purchased, that makes them look bad. So try to speak about how you can provide “additional value”. CEOs are often interested in everything working together and the departments having what they need to succeed. The detailed functionality of the solution is not as important as the message of increased productivity and cohesiveness between all departments.
We all play the sales game, and we all acknowledge that a lot of the success comes from reaching out to as many people as possible. Don’t shoot yourself in the foot by sending a generic email with no relevance to the role of your prospect. Taking the time to customize your messaging to the specific needs of that department demonstrates the research done on your part and your sincere interest in making their job easier.