As sales leaders, we've all noticed a shift in buyer behavior over the past few years. At The Center for Sales Strategy, we've been tracking this trend closely, and it's clear that the landscape has changed dramatically.
Recent studies, including one from HubSpot, suggest it takes anywhere from 12 to 15 touches before a prospect is ready to meet with sales.
This might sound alarming, but it's our new reality. The question is: how do we adapt our strategies to meet this challenge head-on?
First, let's acknowledge that this isn't about working harder; it's about working smarter.
So, let's break down what a 15-touch outreach program might look like, keeping in mind our core principle of always providing value to the prospect.
Your first touch needs to be impactful. Craft a subject line that speaks directly to your prospect's challenges. Remember, it's not about you or your product—it's about them. Keep it concise, under 150 words, and include a clear call to action with valuable content.
Diversify your approach by reaching out on LinkedIn. Personalization is key here. Offer to share industry-specific insights that could benefit their role or company.
Create a short, professional video that demonstrates your understanding of their specific challenges and hints at potential solutions.
Education is a cornerstone of our approach. Share a relevant blog post that addresses a pain point in their industry. This positions you as a thought leader and resource.
Share an industry-relevant post on LinkedIn. This could be from an influencer or your own content. The goal is to keep providing value and encouraging engagement with your brand.
Over the next few days, focus on sharing industry stats, inviting them to webinars, and offering success stories. Each touch should move them closer to seeing the value of a meeting.
If you've gained direct contact, use it wisely. A phone call or text message can be effective, but always lead with value—perhaps a new insight or opportunity relevant to their business.
If there's still no engagement, it's time for a graceful exit. But remember, sometimes prospects respond best when they feel they might be missing out.
Throughout this process, we emphasize the importance of tracking and analyzing your efforts. Monitor open rates, click-through rates, and conversion rates.
Aim for open rates of at least 40% and click-through rates between 15 and 20%. These metrics will help you refine your approach over time.
The goal isn't just to get a meeting—it's to establish yourself as a valuable resource and trusted advisor. By focusing on the prospect's needs and consistently delivering value, you're not just adapting to the new reality of sales; you're excelling in it.
Combining persistence with value is the key to success in today's sales environment. It's not about the number of touches; it's about the quality and relevance of each interaction.
Start implementing this strategy today. Create your email templates, set up your sequences, and, most importantly, commit to providing real value with every touch. The sooner you adapt, the sooner you'll see results.