Click to view full-size image in a new browser window
4. Talk about your competition
When leads prompt conversations about the competition, acknowledge what they have to say. Don’t dig for any openings to criticize other companies in your industry, but use the conversation to speak to your company’s differentiators.
Explain how your business does things differently and why your solution is a better match for the lead’s needs. You’ll end up with a more receptive audience when you’re ready to talk about your industry and how your company stands out. When they hear that you know what other brands in your industry are doing, and that your company is ahead of trends, leads will trust what you have to say.
5. Use your CRM platform to stay updated and accurate
Today’s buyer is empowered. According to Salesforce Research’s State of the Connected Customer, "84% of customers say the experiences provided by a company are as important to them as its products and services. That experience includes their interactions with sales. They expect you're not only familiar with their business, but also their history with your brand, support tickets, and beyond."
Leads and customers expect you to be familiar not only with their business, but also with their history with your brand, including social media interactions, live chat conversations, and earlier-resolved support tickets. To cater to them, you need to use your company’s CRM system to its fullest capabilities. Keep all client data, notes, records from your interactions, and observations in one central location — your CRM platform — so you can treat it as your single source of truth, and others in your company can do the same. In addition to keeping your data complete, use the features built into your sales platform, including a sales dashboard and insights from reports and sales forecasts.
Because your CRM platform is essential to your work, you likely need access to it on the go, too. Use a mobile CRM app so you can pull buyer data instantly, whether you’re in transit, working remotely, working from home, or sitting in their waiting room right before you’re called in to present your sales pitch.
The faster you get up to speed with who they are and the intelligence you and your team already gathered on them, the easier it will be to influence the relationship.
6. Rely on quantitative data
Between active users, marquee accounts, revenue generated (or dollars saved) for existing clients, and customer satisfaction scores, there’s a lot you can say that’ll inspire confidence among potential buyers. Use data points that demonstrate the value your customers receive. Share case studies and actual metrics, instead of adjectives, to help drive your point home.
For example, “Client A increased their website conversion rate thanks to our recommendations,” doesn’t paint the picture as well as “Client A saw a 30% increase in conversions on their landing page when we used X tactic.” Of course, only case studies immediately relevant to a lead are necessary. You don’t want to foster an overall sense of benefits — you want to explore the benefits they specifically need.
Take pride in and evangelize your company’s accomplishments, too, when a lead takes interest. Average years of experience at your company, awards that highlight critical capabilities, niche certifications, demonstrable subject matter expertise, and other commendations can sometimes impact a lead’s desire to work with your company.