For identity access management providers, finding prospects and then cultivating them into leads is an important part of the sales growth cycle. Prospects are potential leads, and potential leads represent the sales needed for business success.
Here is how you can successfully prospect for more of them and grow your customer base in the process.
Know Who Your Customers Are
Too many companies prospect for potential new clients the way they go fishing. They simply assume that if they keep throwing something out there, sooner or later they’ll draw the kind of attention that pays off. They fail to grasp that they need to be fishing at the right hole and using the type of bait that will attract their target.
You need to know who your ideal client is and understand what their challenges, goals, and pain points are to know what influences their purchasing decisions. Putting together a hypothetical profile known as a buyer persona can yield valuable insights such as the following:
- Tends to occupy upper management position such as VP of Technical Development or IT Department Head
- Very busy, so needs identity management solutions that are comparatively easy to use and troubleshoot
- So much is riding on choosing the right identity management provider, that he or she prefers to testing it before committing
Once you have details like these, they can be used to create a sales approach that inspires both interest and trust.
Use Social Media
Used correctly, social networking platforms drive sales in today’s business world. Twitter, Facebook, and LinkedIn are great places to grow your list of prospects because they provide the opportunity to connect with potential customers, establish and nurture relationships, and share content that people will find relevant and useful. Even after a prospect graduates into a sales-ready lead, you can create brand loyalty by continuing to engage with them and offer solutions to their problems.
Create Relevant and Useful Content
Good content that is relevant to your target market will actively attract prospects to your identity access management product offering. Once they recognize your company as an industry expert that regularly provides information they can use, they will share your content with their friends and associates, subscribe to your newsletters, follow you on social media, and ultimately help you build a loyal following that includes future prospective clients.
Optimize Your Website
A corporate website is often the first point of contact between a prospect and a company. As such, it can make or break a rewarding future business relationship. Therefore, it is important to ensure that the site has informative content, a 100% responsive design, and is otherwise user-friendly. This applies to every page on the site, not only the index or a campaign-specific landing page. You should also run tests to confirm that information is easy to find, the site navigation is good, and that it is properly optimized for search engine visibility.
When prospecting for identity access management opportunities, don’t make the mistake of focusing solely on where the next sale is going to come from. You don’t want a prospect-turned-customer to buy and then run; never to be seen again. Every prospect needs to be regarded as a potential relationship that will be there for the long haul, not a one-time purchasing opportunity.
Are you struggling with finding qualified prospects? Let us know in the Comments below.
To learn more about how identity management solution providers can successfully prospect for more opportunities, be sure to watch the free, on-demand “Identity Management Revenue Growth Acceleration Q&A Webinar.”