No one can argue that in retail and consumer sales, location is key. The right location can make or break the success of a new store or restaurant. Why? Because to attract a prospective customer, the business must be easy to find, easy to access and convenient to get to.
The same principle applies to your business location. How does your business footprint, or location, impact your ability to attract new buyers in a B2B world? There are several best practices to improve the likelihood that buyers can find you when they need you.
Your LinkedIn profile should not merely be your resume. When viewed, your profile should create a reason for prospects to act and engage. Your title is less important than your role. In other words, what value can you add to a prospect and their business? Do you share content that is relevant to the people you want to sell to? Is it crystal clear what you do and who you do it with? Regular updates and reviews of your online profile is a best practice habit in business development and prospecting!
Last week my office line rang and I answered it. (Yes, some people still do answer the phone!) Immediately, the caller asked to speak with Dennis. Not working with anyone named Dennis my response was, “You must have the wrong number.” The caller continued, “That’s okay, I am sure you can help me,” and immediately launched into a scripted pitch. I hung up. If you want me to trust you and spend time with you, then treat me with respect. Don't use a gimmick to engage me.
Here is another trick that someone recently used. I was unavailable and my assistant answered my phone. The caller left a message, “Please have her return my call as she is expecting my call today.” No last name, no company name, just an inference that it was social or personal rather than a business call. This is not a game I want to play with someone who purports to add value to my business.
Prospecting was and is one of the hardest aspects of sales. Getting people, who don’t think they need your product or service, to engage with you is a challenge. Yet, people do it every day with success. Why do some people struggle while others succeed, even having potential clients reaching out to them? Discipline, persistence, targeted messaging and staying connected to your prospects’ interests are key elements to improve the likelihood that buyers will find you when they need you. Implementing these best practices creates a strong professional footprint that is easy to find, easy to access, and convenient to get to – the location, location, location trifecta that can lead to increased sales calls.
Good luck and good selling!