The Narrative
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The Narrative

3 Easy Steps for Creating a Connection with Potential Clients

“people” icons connected by a framework

What do you think of when I say the word “sales?” Some people think of workflows and systems, while other people think of growth in their business. Still others might think of pushy salespeople DMing throughout the day, trying to get them to buy some “new and improved” program they may not need. What people often don’t think of, though, is creating a connection.

This is where most sales opportunities are lost.

Recent studies by SalesForce and HubSpot indicate that the way many businesses think about sales is outdated. Sales is more than just a numbers game, and people are tired of “being sold.” Overwhelmingly, clients in nearly every industry say that they want to be able to trust their sales specialist. They want a trusted advisor who knows their product inside and out — someone who will help them make the right decision.

Unfortunately, many Sales Teams are not living up to this expectation. However, those that make it a point to create that connection are seeing great results.

The Importance of Creating a Connection

How essential is it to create a connection with your prospects? Let’s look at the numbers.

  • 79% of prospective clients say that they want their sales rep to be a trusted advisor
  • 67% of clients indicate that they’re willing to switch brands when they feel like a number, rather than a person
  • 50% of sales people feel that lead qualification is the most challenging part of the job, but 67% of sales are lost because of a poor lead qualification process
  • In general, 68% of buyers trust the information they receive from marketing, but only 40% trust the information they get from their sales specialist

What buyers expect from companies has changed significantly over the past few years; this requires companies to pivot to meet those expectations. People don’t just want a flashy sales pitch. They want to feel some sort of connection. They want to know that they can trust the company they’re buying from, that they’re valued enough to be treated as a person rather than a file number or statistic.

How Can You, as a Business Owner, Create this Connection?

Now for the big question: how can you make that pivot without spending additional hours (and a lot of money) filling those needs?

The answer is threefold: first, make sure your team’s mindset is aligned with what your clients are looking for. Second, ensure they have the knowledge to effectively serve your prospects and guide them through the sales process. Third, equip them with the systems they’ll need to make a great client experience repeatable.

The first part involves ensuring that the people who will be communicating directly with your prospective clients are either empowered to answer their questions or knowledgeable about who to schedule your prospect with.

For some companies, this may mean hiring a Client Engagement Specialist to handle the personalized approach; for others, it may mean ensuring that their Intake Specialists better understand how to prequalify a prospective client in order to help them find the right solution.

Another way to carry this connection through is to make sure that your Marketing Team and Sales Team have a way to communicate with one another. This can be beneficial for both teams: it’s essential for your Marketing Team to understand what questions people are asking, and it’s vital for your Sales Team to be able to pick up on the messaging that brought you the prospect in the first place.

At UYB, we accomplish this by having a member of the Sales Team present in most weekly Marketing Team meetings. This, along with collaboration through Slack, allows us to keep a consistent flow of communication and ideas flowing without disrupting people’s schedules.

The second part involves making sure your Sales Team is equipped with the knowledge they need to guide your prospects through the process of finding the right solutions. Research shows that 60% of clients will come to you during the consideration phase — when they’ve researched your company enough to feel comfortable with calling, but they still need some questions answered before deciding to hire you.

When they’re greeted with a one-size-fits-all sales pitch, they’re likely to leave the call unsatisfied (and without purchasing from or hiring you). When they can talk with someone who is willing and able to tailor the conversation a bit — and someone who knows your products or services well — they’re a lot more likely to purchase.

Implementing the Right Systems

Hiring the right people and having the right mindset are key parts of building a strong sales process, but if you don’t have the right systems in place, you won’t find the sales results you’re looking for.

Like marketing, sales is a process that moves quickly. In order to keep the client experience consistent and equip your Sales Team to work productively, it’s vital to have effective, repeatable systems. These systems should cover the entire sales process, from first contact to the client onboarding process.

Once your team is equipped with these workflows, templates, timelines, and policies, they can be far more efficient and focus on connecting with your prospects and helping them find the solutions they need — and in the process, they can help you drive your business forward.

These systems will look a little different for each business, but the foundation of them stays the same. This is what we can help you build! (Interested in learning more? Let us know!)

Kristen David, a former trial lawyer and partner who went from working 85 hours a week and taking home way too little money in her law firm, built it up to a million-dollar-plus business, then sold her shares and pivoted into a business coach guru. She is now an international speaker, bestselling author, and operates a successful business, empowering business owners to build thriving, profitable businesses that are self-managed with systems. She helps busy business owners build those systems by implementing policies and procedures the Fast Track Way.

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