4 Attention-Grabbing Ways to Get Noticed by Your Prospects
Inside sales reps spend a lot of time prospecting and desperately need to find a way to get their prospects to the next level. Email, phone and social are the typical methods they have for their outreach. It’s hard to really know what will catch a prospect’s attention. How do you know if your communications with your customers and prospects are working? You need to think differently about the effectiveness of your communications in order to understand how to optimize.
The odds are not in your favor: You have only 15 seconds (tops!) to capture the attention of your prospect. And if you do capture their attention, they are less likely to click than they used to be, so measuring engagement via click-throughs is less effective than before.
Even if you do get the click, that might mean nothing. Just because someone clicked on something, it doesn’t mean they are interested in what you have to say, or at least interested enough to stick around: 55% spend fewer than 15 seconds actively on a page. Check out your own web analytics, and you’ll be shocked at just how little time anyone spends on any one page.
Social shares don’t mean that your content was read (or will get read) either. It’s just too easy to share content after a glance without ever engaging with or reading it. Though, grabbing your prospects’ attention can still be a simpler feat than you might think. Here are four ways to effectively gain the attention of your prospects: content, frequency, channels and mobile.
Improving content is critical to success, and there are several ways to do it. For example, research shows that news, current events and other types of newsworthy content gain more attention than generic content. Can you find a way to make your content relatable to current events or meaningful issues that are happening in your prospect’s world?
Also strive to move away from talking about your product or service and towards understanding the industry you are selling to and the pain points of the target audience member. Focus on being helpful and on problem solving, not on selling. Then your content will be relatable content, and therefore more engaging.
You can also use specific data points to build credibility and demonstrate your own expertise (and that of your organization) in the industry. Not all of this content has to be developed from scratch. You show this kind of expertise when you share relevant content as well, demonstrating to prospects that you’re “in the know.”
Frequency doesn’t mean as often as you can, sending your prospect an email every hour or even every day. Instead, supplement your email marketing and keep you and your brand top of mind through a consistent and value-added social strategy that is just frequent enough.
Like a single ad on TV, a single social media post isn’t going to garner any attention (unless it’s shocking, of course, which you don’t want). Rather, this is about finding an authentic voice on social media, listening for information that is relevant to your prospects and sharing it. (And being strategic about it helps too!)
Social media helps you increase your frequency, meaning the number of times your prospects might see you, so you can avoid the temptation to over-email as a way to stay top of mind.
Let’s face it: Your arsenal is pretty limited. Your channels are limited to social media, email, phone and (sometimes) chat. What’s a sales rep to do? Use them all! Triumphing via one channel alone is unlikely. The power comes through using a variety of channels in a consistent cadence. (And that helps with your frequency too!)
You shouldn’t rely on email alone—but you should be good at it. You shouldn’t rely on the phone alone—but you should be good at it. And obviously, you shouldn’t rely on social media alone, but it should definitely be utilized as part of your prospecting plan.
As for chat, inside sales reps are finding that chat (or instant messaging) enables them to engage with a prospect much faster than via email—dramatically so. Using chat as one of your channels means quicker responses than email or voicemail. In addition, it’s less intrusive than a phone call, takes less time than using email or the phone, and lets you multi-task. Plus, it creates a more casual exchange accelerating your relationship with your prospect. If you haven’t yet considered chat as a channel, now is the time.
For sales people, “mobile” is not about having a mobile-friendly site. It’s about how you as an inside sales rep can capture your prospects attention, and how you can give them a clear and easy way to engage with you while they are on their phone.
Although the exact number varies depending on whose research you refer to, half of all email is now opened on a mobile device. Mobile devices are now the first screen of choice for many executives to check email, browse the web, conduct research and communicate. Studies show that now people spend more time on their mobile device (51%) than their desktop computer (42%). In fact, people check their mobile phones up to 150 times a day!
That means all of your email communications should be mobile friendly, from the template your company uses to your approach in your one-to-one communications. This mobile prevalence also means you should use email and social together to reinforce your message in all the places people visit on their phones.
Getting clicks may make for easy metrics. But gaining your prospects attention is what turns prospects into leads and leads into opportunities. Start implementing these four attention-getting strategies to optimize your prospecting and you will be more effective in your selling.