Getting meetings with prospects is hard enough. Getting them to listen is a whole different challenge. They’re bombarded with sales pitches every day, and they’re used to hearing messages that are generic or irrelevant. As a result, they often tune out.
Sales Gravy’s Kayla Kilch knows how demoralizing it is to see a prospect’s eyes glaze over when you’re mid-pitch. When this happens, many salespeople will push harder and will begin to sound like a pitch rather than a person. A better way, she says, is to create the kind of pull where prospects lean in and say, “How can we get started?” In this issue of PromoPro Daily, we discuss her strategies for making prospects feel excited to work with you.
- Lead with curiosity. According to Kilch, before you even think about pitching, you should be curious about your prospect’s world. Research what’s going on in their industry, at their company and in their specific role. When you’re speaking with the prospect, ask open-ended questions and listen to for the underlying pain. This allows you to gather knowledge to position yourself as an informed resource.
- Use content as a sales magnet. This could look like sharing PPAI Magazine articles or thought leadership pieces that address your prospect’s challenges. Kilch says you could also craft short LinkedIn posts that offer promo-related tips or insights. Every time you share something helpful, you reinforce your value, she says.
- Showcase past successes. Let prospects see how you’ve helped clients overcome similar challenges and achieve specific, measurable results. When sharing case studies, Kilch recommends focusing on the transformation and not just the transaction. She also advises collecting and sharing strong testimonials that highlight the benefits and outcomes your clients experienced.
- Become a trusted partner. Prospects should never view you as just a promo provider. According to Kilch, this requires a fundamental shift from a transactional mindset to one of being a problem-solving partner. You can get there by translating features into benefits and tangible outcomes. You should also meticulously craft your value proposition to be unique for each prospect. When you consistently do this, Kilch says prospects start to see you as someone who understands their business.
When your message is clear and engaging from the start, prospects are far more likely to stay interested. Start by eliminating the fluff and getting straight to what matters. The more you do this, the more your prospects will start to seek you out.
Compiled by Audrey Sellers
Source: Kayla Kilch is the HR and marketing ops manager for Sales Gravy.
