Métodos de abordagem de vendas: como aquecer seus leads B2B

Masterclass sobre pipeline de vendas: Parte Três

If you have completed the first two classes of the Sales Pipeline Masterclass – defining your target audience and building your B2B lead list, now is not the time to sit back and relax. It’s time for you to spring into action and start warming up those leads you created with a defined sales approach.

Esta postagem é a Parte Três de um novo Aula magistral series on how to build your sales pipeline. Building a strong sales pipeline is the #1 key to sales success. That’s why we created this indispensable step-by-step guide, to teach you how to build your pipeline the right way.

– Jeroen Corthout, Co-Founder Salesflare, an easy-to-use sales CRM for small B2B companies

In this third part of the series, we’re going to show you the right sales approach to warming up your leads for conversions after having used them to get our first 100 customers.

 

1. Comece com leads quentes

Selling to strangers is always difficult. That’s why one of the smartest sales approaches to warm up your leads is to start with your own network.

Most of us, over time, will have developed a network of friends and acquaintances in the industry. These could be concentrated locally or even spread out all across the globe. They may not be people you speak to every day or stay in touch with, but they’re definitely easy to start a conversation with.

Added to the fact that you’re already connected, is that they know what you’re doing or what you’re building.

Drop them a quick line, ask them how they are and what they’ve been up to and bring up your product. Ask them for feedback or help in making it better, and hopefully this will get them to try out the product for themselves.

Be careful, though. Don’t go about messaging everyone in your network. Shortlist profiles that are the closest to your ideal customer personas, and categorize them based on the kind of relationship you have with them. Keep smart notes about possible topics to discuss and how you can drive the conversation to what you have to offer.

 

2. Faça do networking uma prioridade

Networking has proven to be one of the most effective sales approaches. It is the one tactic that has helped businesses grow exponentially because it doesn’t just give you a chance to tell others about what you have to offer, but also learn from them and identify opportunities you could be missing out on.

Veja, por exemplo, o Salesflare. A cada duas semanas, realizamos o podcast Founder Coffee para conversar com fundadores de startups de diferentes setores B2B.

We don’t go all out and promote what our product does during the episodes. We make it a point to connect with the founders we are talking to, learning from their mistakes, discussing our challenges.

Isso nos ajudou a criar uma rede sólida por meio de interações pessoais que, mais tarde, geraram oportunidades de colaboração com diferentes equipes.

Similarly, you could join Facebook and LinkedIn groups to start networking online. But at the same time, also attend meet ups and conferences in your area – a face-to-face conversation always leaves a better impression than an online chat.

 

3. Levmarketing de conteúdo de imagens

Warming up your leads is all about actually establishing meaningful relationships with them. And what better way to do this than by becoming a reliable source of information for them? That’s why leading companies use content marketing in their sales approach to address buyers who are wary of overt, outbound marketing efforts.

If you want content to actually work for you, you need to know who your leads are and by that we don’t just mean what they do or where they work. You need to figure out what they are looking for, what kind of content they engage with and how you can offer them something better than that – all without coming off too salesy.

Once you know what kind of content your leads like to consume – blogs, case studies, videos, infographics and so on, you need to create a multi-channel strategy around it. This means you’ll be taking this piece of content and promoting it across all the channels that they tend to use regularly, using a consistent brand voice.

Para melhorar ainda mais esse aspecto, crie conteúdo que provoque uma conversa contínua e não tente fornecer muitas informações de uma só vez.

Por exemplo, mapeie os diferentes tipos de conteúdo que você cria de acordo com o estágio do lead no ciclo de vida do cliente.

 

4. Enviar e-mails frios

Cold emails have been part of the sales approach for years now. They offer the one channel where you don’t need to battle for attention amidst all the noise – as opposed to social media, for instance. But that shouldn’t be taken for granted.

Uma campanha bem-sucedida de e-mail frio é sempre voltada para o cliente e tem acompanhamentos planejados com base na interação com o primeiro e-mail ou no estágio do ciclo de vida do cliente.

Regras de ouro a serem seguidas ao usar e-mails frios para aquecer seus leads:

• Be sure you’re reaching out to the right person
• Faça com que tudo gire em torno do cliente (sempre customize e personalize)
• Mantenha-o curto e simples
• Encontre algum ponto em comum
• Mantenha a linha de assunto com menos de 50 caracteres (a palavra certa é crisp!)
• Don’t try to oversell (or overpromise)
• Concentre-se em agregar valor primeiro
• Reconhecer a abordagem fria
• Propose a time to talk (don’t leave it too open-ended)
• Don’t be desperate (a big no-no)

Let’s give you an example of what a personalized cold email looks like (you probably have some sitting in your inbox too).

You come across a conversation in a Slack Group that you’re part of and know that your product could add value to the person initiating it. Here’s what your message should look like:

Subject: <First name>, let’s help each other shall we?

Olá

I hope this email finds you well! I just wanted to reach out to you because we’re in the same Slack group of <group name and link> and I think I have something that might be of interest to you.

If I did my homework right, you’re spending <amount> on social ads every month to acquire customers at <company name>.

Well, I work at <company name> and we offer <value proposition> that can help you lower your monthly costs by x%. In fact, we’ll do all the heavy lifting too!

I’d love to show you how. If you’re interested, just reply to this email and we can hop onto a quick call.

 

5. Tente fazer ligações frias

Sim, muitas pessoas podem pensar que a chamada fria está morta. Mas a verdade é que pegar o telefone e simplesmente entrar em contato com seus leads pode ser uma abordagem de vendas eficaz para descobrir se vocês poderiam se beneficiar de um trabalho conjunto.

The only thing you need to make sure is that you’ve done your homework. Research the lead, their challenges, the solutions they are looking for and how you can be of value to them. This might take you a while to get through, but it will help you start a meaningful conversation from the get-go, instead of ending up blabbering on the call.

Also, make sure to re-introduce yourself or remind them how you got their information. You don’t want to come off as one of those loan sellers making random sales calls.

Uma chamada fria vencedora é aquela que conecta você a um tomador de decisões, aborda um desafio urgente para ele, agrega valor, cria urgência e, sem dúvida, tem acompanhamentos pensados com antecedência.

Está com dificuldades para criar um roteiro para suas chamadas frias? Nós o ajudamos: Scripts de chamadas frias para estrelas de vendas.

 

6. Planejar mensagens frias

Tried calling but the lead didn’t respond or pick up? Well, successful sales are not made in a day. You need to follow up.

If the lead doesn’t respond to your call, drop them a simple follow-up message. This should include who you are and why you are calling them. It should also ask when they expect to be free for a call. Give them a chance to schedule the call instead of forcing it upon them.

Assim como os e-mails de vendas, crie uma campanha de mensagens frias com acompanhamentos bem pensados. Por exemplo, se a sua primeira mensagem apresentou você e o motivo do contato, o acompanhamento deve perguntar se o destinatário ainda está enfrentando um desafio urgente e oferecer uma solução promissora.

Você também pode usar mensagens frias para envolver seus leads no LinkedIn, Twitter, Facebook e outras plataformas sociais.

Remember, whatever channel you’re using, your message needs to be highly targeted and personalized.

Also, while talking about warming up, don’t forget to warm up your inbox to up the deliverability of your emails and avoid that they land in spam. There’s a series of great tools for this, including QuickMail’s free email warmup tool.

 

7. Segmentar públicos personalizados com anúncios frios

Você já sabe como usar anúncios para gerar leads B2B no Facebook, Twitter, LinkedIn e outros canais. Mas você também pode usar anúncios para segmentar esses leads e seus semelhantes nas mesmas plataformas com anúncios frios.

Configure públicos personalizados para suas campanhas de anúncios usando sua lista de leads. Dessa forma, seu anúncio será exibido para um público com maior probabilidade de interagir com ele. Ao mesmo tempo, você também pode criar um público semelhante usando sua lista para alcançar mais clientes em potencial.

A abordagem de vendas mais eficaz para veicular anúncios frios de alta conversão é atrair seus leads oferecendo um recurso gratuito que proporcione a eles algum tipo de valor agregado. Por exemplo, você pode segmentá-los com um anúncio que promova um e-book do qual eles se beneficiariam imediatamente. Tudo o que eles precisam fornecer em troca é alguma informação que o ajude a qualificá-los melhor.

You could use the same tactic to promote other relevant content you’ve created for them.

 

Conclusion: what’s the best sales approach for you?

When it comes to warming up your B2B leads, your sales approach needs to remain focused on providing your leads with added value. You need to be consistent enough for them to not forget about you. On the other hand, you also don’t want them to think of you in a negative way for bothering them too much!

A abordagem de vendas ideal varia de empresa para empresa e, às vezes, até de lead para lead.

 

All set to warm up your leads and move to the next step? Don’t forget to tune in next week for Part Four in our Sales Pipeline Masterclass: Como marcar e conduzir reuniões de vendas como um profissional. Precisa se atualizar? Volte e leia Parte Dois: Como criar sua lista de leads B2B.

Esperamos que você tenha gostado desta postagem. Se gostou, espalhe a notícia!

👉 Você pode seguir @salesflare em Twitter, Facebook e LinkedIn.

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