5 Myths About Prospecting - Winmo
The article debunks common sales prospecting myths by emphasizing the importance of targeting the right clients—those who pay well, challenge your team, or boost your reputation—leveraging your network through reciprocal referrals, and valuing face-to-face networking at industry conferences as effective strategies for connecting with decision makers and growing your agency.
Prospecting success relies on tenacity, a thick skin, and a targeted list of decision makers to reach out to. But there are many myths about sales prospecting—small obstacles that some salespeople see as insurmountable. Here are some of the most common myths and the truths behind them.
The right clients are hard to find
Your agency should focus on leads that are the right fit—prospects that your agency wants, needs, and will help you grow. To simplify, consider these three categories of A-level prospects:
- 1.Clients that pay well (or at least on time): Maintaining a consistent portfolio of reliable clients is essential for staying in business.
- 2.Demanding clients: Clients who push your team to learn new technologies or tactics make your team stronger and better.
- 3.High profile clients: These clients can help build your agency’s reputation and attract other high-profile clients.
I’ve found every opportunity my network can offer
If you know someone in your network who could solve one of your client's problems, making that connection is a valuable prospecting technique. Being a matchmaker keeps you top of mind for both parties and helps build trust. It also increases the chance of referrals from your client’s network, and those new contacts may already be familiar with your work.
- Refer your clients to people in your network who can solve their problems—they’re likely to return the favor and refer you to new prospects.
Face-to-face networking is a waste of time
Attending conferences that serve your target market is a valuable prospecting strategy. Research attendees ahead of time, schedule meetings if possible, and keep your selling concise and respectful of others’ time. Conferences are an opportunity to make personal connections and reach decision makers directly.
- Play by unspoken conference rules, and you’ll be prospecting left and right.
- Remember that not every business card you get is an opt-in to your email list.
It takes too long to stay in touch with every contact
Tracking your clients’ career paths can reveal new business opportunities. If a decision maker changes companies, the new contact at their old company might want to get to know you, and your original contact may be interested in working with you at their new position. Social media, especially LinkedIn, makes it easier to keep up with these changes. LinkedIn notifies you when connections update their profiles, and services like WinmoEdge publish news of C-suite changes.
- Use LinkedIn to keep up with your clients’ career paths.
- Their new company could become your new client.
I have to keep emailing prospects
With B2B email click rates below 3%, text-based emails may not be the most effective way to engage prospects. Using video on social media or embedded in emails is a powerful technique to get attention. A simple introductory video, even shot on a smartphone, can engage your target market and add personality to your message.
- When implementing an email campaign to gain prospects, include video.
- Videos will engage viewers and differentiate your agency.
Nobody uses social as a serious networking channel
Social media is a powerful tool for agencies, especially in B2B. LinkedIn is key—keep your page updated, accurate, and filled with quality content. Guest blogging for another company can add legitimacy and expose your agency to new audiences. If your prospects are active on Twitter, engage with their content and add value to conversations to get noticed by the clients you want to work with.
- Create an updated social media site (most likely with a focus on LinkedIn or Twitter) with quality content.
- This will give your agency both legitimacy and exposure.
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