Prospects are more than data and signals. They are like friends from school!

prospects-are-friends

People buy from people they know and like.

In the age of data and predictive modelling, you’d be doing less ‘knock on the door’ sales and more ‘contextual’ selling. You could be precise; your message might resonate. Data & Signals are beautiful. But, your prospect is more than a collection of signals and intent. She wouldn’t appreciate that you magically drop down from the ether when she is researching about your product.

Your prospect is more than a collection of signals and intent. She wouldn’t appreciate that you magically drop down from the ether when she is researching about your product.

But why?

You’ve invested in the state of the art marketing automation system. You’ve the most sophisticated email cadence system that does not let a lead go cold. You’re always on top. You track every move.

You’re obviously more confident than ever when approaching a prospect.

The truth is, your confidence in the data you have about your prospects does not translate to a shared warmth between you and your prospects. It’s earned over a period of time and certainly not because you know a creepy lot of details about another person.

The truth is, your confidence in the data you have about your prospect does not translate to a shared warmth between you and your prospect. It’s earned our a period of time and certainly not because you know a creepy lot of details about another person.

Enter relationship cadence.

Unlike software tools that allow you to schedule and quasi-customize your follow-ups, relationship cadence is about maintaining a rhythm of ‘touch-points’ each leading to incremental familiarity, acquaintance, warmth and may be, friendship.

Use the signals that data throw. Use the tools that allow you to be efficient. But none of them are a replacement for the relationship cadence that you orchestrate.

Don’t have the time for it?

I’ll leave you with a cartoon strip.

                                                   Image Courtesy: Chicago Sales Coaching

Your prospect might need you badly. But if they don’t know your first name, you’re that crazy salesman, who shows up at unwanted moments!

We’re building PipeCandy, for sales reps based on my experience in prospecting for over 13 years now. If lead generation, qualification and establishing warm connections with highly relevant prospects are things you’d like to do better, you’d like our product.

Sign up now and we’ll get you going once we are ready for the prime time.

Author Bio

Ashwin Ramasamy

Slips poor jokes & gets away with a poker face. Carries a no BS attitude at getting things done. First to arrive at the office, Ashwin’s energy does not ebb through the day. Ashwin is one of the co-founders and he sets the tone for marketing, sales, design & culture.

  • Stanley Thomas

    The best lead system tool I came across and use on the daily would have to be leadferret.com. It’s easy to use and the leads are incredibly accurate.