Salespeople are all trying to refine their sales approach. Sales managers are all looking for that perfect script. Businesses think that if they can just figure out the right combination of emails, in-person meetings, offers, and benefits, that they can sell to anyone.
But the truth is, there is no one-size-fits-all solution to selling. And that’s because every lead is different.
Customers are human beings. And companies are unique. You can’t expect that exact same techniques to work for everyone.
How Are Leads Different?
- Leads come from different sources. It is unwise to assume that a lead that finds your product or company organically is the same quality as one who was driven through an advertising campaign.
- Leads come with different amounts of knowledge. Some people will do a lot of research before you ever connect with them, while others will need a basic introduction.
- For B2B sales, leads will have different amounts of power. Some of the sales leads that you speak with will be able to pull the trigger, while others will require approval from several layers of management.
- Leads will be in different financial situations. For B2B or B2C sales, one of the biggest things for salespeople to understand is how pricing and discounting will impact different types of buyers.
- Leads will have a different understanding of the competitive arena. Some leads will know who your competitors are and what they offer, while others will be starting their research with your brand.
These are just a few of the many ways that sales leads can vary. They will turn up at different places in the sales funnel, asking different types of questions and expecting a personalized experience.
So the question becomes, how is your sales team equipped to handle them?
What’s a Sales Team to Do?
- Ask lots of questions. The best salespeople are great at getting the information they need to craft the appropriate strategy. Asking questions at the outset of a conversation allows you to ascertain who the buyer is and what they are looking for.
- Target specific segments of the market. It’s important for companies to know what types of customers they are most likely to convert. Rather than trying to create a one-size-fits-all approach to selling, fine tune an approach that works for one specific segment of customer.
- Prepare for surprises. Having the right kinds of promotional resources (case studies, whitepapers, testimonials, etc.) for different stages of the sales funnel will allow a salesperson to tailor their strategy to each individual buyer, rather than a static sequence that will work for some leads and not others.
- Measure and optimize. The worst thing a sales team can do is settle into a pattern without understanding how they’re performing. We need to continually update our approach based on real-life feedback and metrics, always pushing to convert more customers.