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Every two weeks, Courierâs Workshop newsletter provides a simple, step-by-step guide to one key business topic that can help you start or grow your business. |
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Brought to you this week by Fiverr. |
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How to get new customersSales outreach is how you get in front of potential customers of your business. Largely relevant for those that sell to other businesses (B2B), itâs the process of finding the people who might be interested in your product or service (aka âprospectsâ), reaching out to them, building a relationship and finding a solution thatâll benefit you both. Making sales through outreach is notoriously hard â thatâs why your strategy needs to be distinctive and relevant to your industry, product and prospects. |
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đŤ If you learn something new from this Workshop newsletter, why not pay it forward and send it to a friend? |
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Here's how01: Outline your ideal customer Think about the type of companies your product or service would be a good fit for â maybe even write descriptions of hypothetical companies based on existing customers. 02: Create a targeted list Define the criteria that companies need to fulfil to be worth reaching out to â eg, size, values or awareness of your product. Put together a list of between 50 and 100 initial companies to reach out to. 03: Think about buyer motivations Consider the different priorities of the specific people youâll be speaking to at your target companies, from founder-CEOs at smaller businesses to sales reps at larger ones. 04: Get searching Identify the right prospect to speak to at each company using their website, LinkedIn or social channels. Set up a spreadsheet to organise and keep track of the contact details. 05: Pull together educational materials Create brand books, short videos or âabout usâ blurbs that are easily skimmable. If the conversation develops, you might bring in more substantial materials like white papers or studies. 06: Assemble a tech toolkit Think of tools that can make the relationship as seamless as possible, like personalised video platforms, meeting apps or email management software. 07: Decide on channels Go where they are: whether thatâs through email, LinkedIn, social channels or phone calls. You might need to use multiple channels.
08: Work on your initial message
09: Follow up |
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P.S. There's more where this came from on our website. |
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Tips and tricks |
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âCold callingâ is a notoriously difficult way to start a relationship. Ideally, youâll go âwarmâ instead â meaning youâll have carried out proper research into the prospect, have gained introductions through common connections or will be following up with prospects that have already shown an interest. |
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Casting the net too wide is a common mistake. Going after the wrong kinds of customers is a waste of time and resources, so focus your outreach on a narrower list of prospects that are more likely to convert. |
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Flexibility is key to this process. Itâs not about offering the exact same terms to all your prospects. Youâll need to use a certain amount of nuance and understanding of each customer on a case-by-case basis. |
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Virtual selling is here to stay. If digital outreach wasnât already pretty much the norm pre-pandemic, then it definitely is now, so getting comfortable using online tools and platforms is essential. And, according to a study by management consulting firm McKinsey, 75% of sales prospects prefer video conferencing to phone conversations. |
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Level up |
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Courier, Level 1, 88 Hanbury Street, London, E1 5JL, UK |
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