How can your business get more meetings with those who have buying power?
First things first, so you do this the right way:
- You should not be asking for meetings
- You should not be begging for meetings
- You should not be spamming for meetings
Attracting decision-makers requires a tactful approach and various resources. Things like SMART goals, buyer personas, sales metrics, and other tactics should all be included in your outreach strategy.
Attracting Decision Makers
To optimize your tactics, you should include offers and strategies that address all stages of your buyer’s journey. These tactics and strategies include:
- SMART goals
- Buyer personas
- Segmentation methods
- Premium content
- Landing Pages
These tactics support buyers in their sales cycles and act as a natural offshoot to complement the corresponding call-to-action (CTA). A CTA gives prospects an opportunity to raise their hand, convert, and become a lead.
A CTA could be an offer to:
- Schedule a free assessment
- Schedule a tour
- Schedule a consultation
- Anything that has perceived value
When a potential buyer clicks your offer, the tables are completely flipped. You are no longer asking for meetings, begging for meetings, and spamming for meetings. The prospect is signing up for the scarce time that is available on your schedule.
Keep in mind the stage of the buyer’s journey:
- The Awareness Stage
- The Consideration Stage
- The Decision Stage
Following the above model with ensure you have the right content in the right context to do it the right way.
Avoid The HIPPO
Your primary focus should be on data, goals, and buyer personas. There is no place in your strategy for the HIPPO.
The term HIPPO describes the highest-paid person in the organization or the highest-paid person's opinion. The HIPPO is most likely wrong unless they fit exactly square within the buyer persona you are targeting.
Your company should never write a buyer persona based on the interviews or surveys of one person. Avoid the HIPPO trap, and do not allow the highest-paid person's ego-driven opinion to drive your strategy.
Learn to focus on important sales metrics such as:
- The average client lifetime value (LTV)
- The cost of client acquisition (COCA)
These metrics will help validate your outreach strategies. For example, the LTV negotiates what you can afford to invest in acquiring new clients.
The Bottom Line
Getting more meetings and acquiring large clients means focusing on a variety of factors like the ones explained above. However, you must also have a good handle on the length of your sales cycle and your prospects' buyer’s journey. You must use additional content in a context that is relevant to your buyers to accelerate their process.
Product/market fit must be established for your entire strategy to work, and you must understand your deal stages. For instance, what are the discrete stages someone goes through between the time they began interacting with your sales team and when they closed into a client? Your CRM should be able to track all of that.
Once you generate leads, you must find a way to nurture them like using:
- Social media
- Phone calls
- Offline events
Your goal as a sales professional should always be to educate and build trust at scale.
How does your sales team get in front of the right decision-makers? Let us know in the Comments below.
If you want to know more about how you can attract more decision-makers, enroll now in our free 7-day eCourse: Go-to-Market Strategy 101 for B2B SaaS Startups and Scaleups.