In sales, your pipeline is only as good as the leads you put in it. This is especially true for SDRs and BDRs.
How can you set meetings if the companies you’re prospecting aren’t good fits for you product or service?
Well, the answer is you probably can – but volume and quantity will most likely be missing. Why not just make it easier for yourself?
This is as simple as taking the time to identify accounts that are going to yield the greatest return on your time spent prospecting into them. Another way to put it, find your low hanging fruit.
Below are fours strategies any SDR or BDR can utilize to find the hidden gems within your CRM and make the best use of your prospecting time.
Target Based on Existing Customers – ICP
One easy way to find low hanging fruit is taking a close look at your current customer list and identify your ideal customer profile (ICP).
Question – Why is a customer a customer?
Answer – Because they’re finding value from your product or service
An easy way to find some quick wins is by taking a look at your current customer/clients and developing your target accounts list from there.
Find other organizations similar to your existing customers and leverage how you helped your current customer to get an initial meeting on the calendar.
This may require a little help from your marketing team, but another way to find low hanging fruit in your CRM is looking at visitor behavior on the site.
- Has a prospect visited the website recently? What pages?
- Did a prospect recently download a content piece? What resource?
- Did a prospect attend a webinar? What was the topic of discussion?
Blindly prospecting into your CRM is inefficient. It’s a spray and pray strategy.
Instead, leverage your sales/marketing tech stack to identify certain behavior patterns. There’s a reason a prospect downloaded that resources or visited your blog!
Leverage that behavior into targeted outreach aimed at helping them answer challenges they’re looking to solve for.
Look for Change Events
In most industries, change events lead to buying opportunities. Change in leadership, business model, etc are typically associated with new pain points – which your product/solution could potentially provide a solution for.
It’s going to vary based on what you’re selling, but identify what type of change events at a target organization that may lead to potential buying opportunities.
A few examples to help you generate ideas:
- Raised Funding
- Stock Performance
- Positive/Negative Press
All of these change events can generally be associated with a multitude of new pain points for the organization.
If you provide a solution that could potentially help, it’s always worth reaching out to learn more.
Pro Tip: Lead with a customer success story about how you helped another organization face similar challenges.
The Best Change Event?
Building on change events, one of the best change events you can leverage to schedule more appointments is change in senior leadership.
When a new senior leader joins an organization, they’re primary goal is to make an immediate impact.
This opens up a ton of potential conversations around how your product/solution can help them have that impact (and make them look good in the process).
As before, lead with existing customer success stories and share how you can help them replicate that success.
Pro Tip: Track changes in senior leadership within your existing customer list. If they already used your product once, they’ll be more open to exploring another partnership.
How have you become more efficient with your targeting? Leave us a comment below!