To transform your first prospect meeting into effective account-based marketing (ABM) relationship, you need to engage your audience, build credibility, and ask them a simple “yes”.
You have to have a conversation, not a monologue.
Ask your new contacts about themselves to find out what motivates them. This will help you build a relationship and determine how your product or service can best be positioned to bring your company inside.
Structure the first ring so that it can lead to another ring.
Yes, the whole conversation can seem strange. Everyone, except the most experienced, needs to practice. Get up and say it out loud. Practice with a friend or colleague until the conversation becomes natural. Ask your friend to record a video of you on the phone. It doesn’t get much stranger than being in the video, but seeing yourself in action is priceless.
In B2B marketing, the customer largely buys the personal relationship. Here are three tips to help business development and salespeople win and start building the relationship in the first conversation.
1. Engage the audience
Instead of mentioning your title and organization, briefly explain what you really do and find a way to relate this to a general situation.
For example, you can say, “I have put together custom topics to describe our new commercial product for customers.” For example, you would sell your kids on a Saturday hike on a new trail. You know he’ll like it so quickly. When they arrive. Right there. But first, you have to convince them that they want to go.
This type of approach allows you to tell a story about a particularly daring or adventurous move you made in marketing or your personal life. You can remember appropriate (non-controversial) news or ask new contacts about their relevant experiences.
You now have a starting point for conversations and perhaps the beginning of new and possibly lasting relationships.
2. Build credibility
Tell them something interesting about you that will give them a reason to hear about it. Please tell them about your work experience, life experience, or education and what you establish as a source of knowledge in this field.
You can choose to talk about a relevant project that will give you the experience you need to advance your career. Or a case study that you did at school. You can talk about what inspired you to start.
Then ask, ask and then ask what they are trying to achieve and what their current challenges are. Once you begin to understand your circumstances and suggest that you are in their shoes, you will be in a much better position after increasing your account coverage. You can decide if this is a valuable target company and then prepare to create a reliable presentation for a solution to your challenges.
Don’t say how your product can help them until you know what they are dealing with. This information is not accessible at this first meeting. This first meeting is a building block or point of contact. The more you notice, the more likely you are to close a deal and then land and expand.
3. Ask a simple “yes”
Nobody likes to feel like it’s a sale. And most people would like to say yes if they can. For example, ordering a card is an easy way to get a simple “yes”: “Hey, can I have your card? I would like to connect to LinkedIn.” Or you can try …
- “I would love to hear your advice on this concept that we are testing.”
- “I would like to know more about your challenges in getting your product to market.”
- “I read an article that may interest you”.
If you had a good conversation, you can ask to come later for a coffee or a meeting. Or you can suggest a meal if you are out of town for a conference.
Don’t ask for something that requires them to respond at the home office. By giving them a simple “yes”, you can take the next step in the relationship.
Bonus: project energy
Whether you are tired, neutral, or having a good day, you may not be designing effective body language. In general, people want to get involved and do business with those who radiate positive energy.
You can project energy through facial expressions, hand gestures, and vocal variation.
- Your facial expressions are the first guide to guide your colleagues on how they should feel about you.
- Hand gestures can stimulate conversation and help build trust.
- Show your passion with your voice. You are interested in the stories you tell. You care about your product and your business. You are excited about this unique conversation. Let it all manifest through the ups and downs and the tone of your voice.
Your new contact realizes who you are through your general presence and body language.
Give them a positive base of content and form to build that new relationship.