Sales tactics that just plain work

05 July 2017 by

Did you know that only around 2% of website visitors fill out a contact form and the rest leave without a trace? Leadfeeder helps you get more qualified leads by showing you which companies visit your website, where they come from and what content they read on your site.

In this guide, we’ll go through the best sales tactics for boosting your sales with Leadfeeder. The process begins with identifying a sales lead and ends in strategies for closing a deal. It will give you an excellent overview of best practices used by Leadfeeder experts and it will provide actionable tips for how you can utilize website leads to make more sales and more money for your company.

We’ll go through two powerful sales approaches step-by-step:

1. The direct sales approach i.e. “Cold Outreach”

2. Social selling with Leadfeeder

Leadfeeder on laptop

Approach 1: “Cold” Outreach

6 steps outlined below.

Cold outreach is the quickest and often the most efficient way to follow up on the most interesting leads visiting your website. More often than not, people compare products and/or services before making a decision to purchase and no matter what stage they are at in the “buyer’s journey” Leadfeeder increases the probability that you’ll contact them at the right time.

You don’t necessarily have to know the exact person who is visiting your website because, as one recent study suggests, there are over five people influencing the typical purchasing decision in B2B companies. Therefore, the key thing in cold outreach is the right timing and a personalized sales pitch based on their web behavior.

In the 6 steps of this approach we’ll show in detail the best ways to contact Leadfeeder leads.

Step 1 – Look at the visit details and find out what the lead is searching for

visit details in Leadfeeder

Start by examining the visit details of the company lead, such as location, pages viewed, source, and time spent on website. This gives you a good idea about what they are searching for on your website and how they found it in the first place.

In this case the lead has come through AdWords ads because “source / medium” is “google / cpc” (Cost Per Click) and we know the exact keyword they have been searching for: “lead generation website”.

With this information we understand that the company is interested in a lead generation solution or website. Based on their behavior on our website, we can also assume that they are interested in generating more leads, reading lead generation tips and finding out who is visiting their website.

Step 2 – Find the relevant contact person(s)

To search for the right contacts at the company that has visited, you can either use LinkedIn, google the company to find out more information or simply click through to the company’s website and look there.

To use the LinkedIn approach just click on the “Contacts” link or click through to LinkedIn to do a direct search of people working at the target company.

From the company information presented by Leadfeeder (visible in your lead feed) you are also able to see the location of the visit. This helps you narrow down the relevant people to contact.

Salesforce

The “Who to contact” section (shown here) is also really helpful as you can see your 1st, 2nd and 3rd degree contacts on LinkedIn. If you already know someone from the company, it’s so easy to call them or message them on LinkedIn and ask for an introduction to the key decision-maker.

If you use Pipedrive, Salesforce, Zoho CRM or webCRM you can also send leads directly to your sales pipeline. This helps you with the follow-up process because your activities and a company’s visits on your website are stored and displayed in one place. Leadfeeder creates activities automatically to your CRM after a lead has been connected from Leadfeeder.

Step 3 – Search and filter LinkedIn contacts

LinkedIn contacts

When viewing all a company’s contacts on LinkedIn, you can narrow down the list of employees who work at the company.

With LinkedIn’s new interface, you can e.g. search with the company name and a job title, like ‘digital marketing manager’. In this screen shot we’ve searched with: “company:Salesforce, title:“Digital Marketing Manager””.

On top of that you can apply location filters from the right-hand side. This allows you to select the visit location as a filter; in this case we’ve used “San Francisco Bay Area” because that’s where Leadfeeder showed that the visit originated from.

Having made this search we are left with 4 people from over 23,000 employees that work at Salesforce. As a result we now have a relevant decision-maker to contact at this company and we can email them or start engaging with them on LinkedIn and in other social channels.

Step 4 – Contact the prospect

Look through the filtered list of employees and choose who you want to reach out to. If you use LinkedIn Sales Navigator, you can send them an InMail directly, if not, you can also find their email address from a free service such as Hunter.io. If you have access to phone directories, you could search for their phone number as well. You should seize up the situation: sometimes it is easier just to call and on some other occasions sending an email works better.

Hunter.io

In this case, by using hunter.io we can see quickly what is the form of the email address or the exact email address from this company. With that information you can then draft your sales pitch to the correct person. You can also try and reach leads through the corporate phone number or via their personal phone number. A personal phone number might be hard to find, depending on the market you are operating in. However, if you are able to find a corporate number from the company website, you can ask who is responsible for “marketing”, for example, or try to get connected to the decision-maker at that company.

Step 5 – Know what to say

When you contact the lead(s) you have selected via phone or personalized email, base the conversation or pitch around what the lead read or searched for on your website. Please note that it’s not good practice to say that you saw the lead visit your website because it’s not particularly interesting or relevant to your pitch.

Below are some example emails you could try.

Email ideas:

Email #1

“Hi Andrew, My name is John Doe and I work at a company called Leadfeeder. We help thousands of companies get more sales leads by identifying the unknown website visitors that would otherwise go unnoticed. We already work with ‘company A’ and ‘company B” (references) and would you be interested in having a quick chat in the coming days about how we could practically help you increase your sales and get more qualified leads for your sales team?”

Email #2

“Hi Emma, We periodically reach out to companies who show interest in XYZ product/service. This is a courtesy email to see if you have any questions about XYZ. Do you have a few minutes to chat this week? In the meantime, I thought you might find this article/link interesting.”

Track the opens/clicks of the emails you send. Once you notice they have shown further interest on your email, you can schedule the next follow-up – and remember, timing is everything.

There are free tools available (e.g. Bananatag) that help you track the emails you send and who opens and clicks.

Phone call ideas:

Here are some examples of sales pitches you can make over the phone.

In this case, we have seen that based on their web behaviour, this lead is looking for information about lead generation tools and is checking out our blog for lead generation tips:

Sales pitch #1

“Hi, this is John Doe calling from Leadfeeder. We help thousands of companies worldwide get more sales leads by identifying unknown website visitors that normally go unnoticed. We already help ‘company A and company B (references)” to get more sales leads from their digital channels. Do you have time to have a quick chat next Tuesday about how we could help your company get more qualified leads and better sales opportunities?”

Sales pitch #2

In another case, we see that a lead has been looking for email marketing tips and reading our blog post called “How to write a follow-up sales email that doesn’t suck”.

“Hi, this is John Doe calling from Leadfeeder. Our solution, Leadfeeder can help you to get more sales leads and clear ROI from your email marketing campaigns by identifying your website visitors and how they behave on your website. I could give you some ideas on how to get more qualified sales leads from your email marketing. Do you have time to meet next Thursday afternoon?”

Further reading:

LinkedIn football table

Approach 2: Social selling with Leadfeeder

5 steps outlined below.

It takes a few minutes to search for your leads on LinkedIn and Twitter and then building a relationship can take days, weeks or months.

The first question you should answer is who are the important decision-makers you usually sell to or want to sell to? If you are selling to enterprises or larger companies the social selling approach is particularly powerful.

As we have mentioned in this blog post about social selling with author Tim Hughes, Leadfeeder leads are an ideal starting point for your social selling approaches. Tracking website visitors gives you one of the most important advantages in sales: the right timing.

Once you have established your prospect pool of the most interesting companies, search for the key decision-makers from LinkedIn and Twitter. Click through on specific leads that fit within your target audience and then “Follow” them so that you can see their activity on LinkedIn without actually having to be connected with them. Don’t send a contact request and cold InMail, but rather just follow them and start building a relationship first. They will get a notification of you following them, so make a good impression and don’t be too pushy at first.

These are the 5 steps you should take to establish yourself and build relationships with potential buyers. The examples are from LinkedIn.

Step 1 – Build your personal brand

Everything you do in Linkedin boils down to building your personal brand and how you can show your expertise in your profile. When you take action to approach someone online, make sure your profile is built for showing your expertise and especially for how you can help people with your skillset. You have to build credibility and perfect your ability to stand out from the crowd. Creating content around your expertise that can help your target prospects with their problems is an ideal starting point for building trust and relationships that later on can be used to close deals.

Step 2 – Share

Sharing helpful content is a way to help your audience learn more about their industry and this is why it’s super important to maintain a certain qualified audience you share the content with. Not everyone is your target audience, so make sure your own brand and content are targeted to help the right kind of audience. Sharing your own content is important, but also share other people’s content if you think it can help your target audience. One of the best ways to engage with people on Linkedin is to share their blog posts and tag their name when you post. You might give a general intro to the article or thank the writer or ask him/her something. It’s an excellent starting point for a conversation. On top of that you could tag 3rd parties into the conversation, for example your prospect who might be looking for services you offer. Tag them in content related to their field and ask what they think of the article or how they see the subject overall. This is an easy starting point that can be gradually advanced towards a meeting and later closing a deal. More about this in the Engage part.

Step 3 – Listen

Listening is the key in every relationship and sales is no different. If you can’t form a genuine relationship with the prospect, you’ll be hard pressed to make the sale. Today’s buyer is so informed about what they are buying that without an intellectual connection it’s really hard to stay on top.

You can see the activities of your targets by going to their profiles and viewing “See all activity” if you have connected with them already or they are your 2nd-level connection.

Activity on LinkedIn

Listening means that you follow the prospect in online channels to learn what are they interested in, what they talk about and who they talk to. This gives you the edge because it means you learn what their challenges are. It also means you won’t pitch too early about your killer product or service without knowing anything about them or their company. Both Linkedin and Twitter are very good for listening.

Step 4 – Engage

As mentioned in Step #2, engaging is the next step once there’s an opportunity for a conversation. Asking for help and giving your thoughts on certain content is a good starting point in many situations. Don’t be afraid to publish your own content and then reach out to your network to ask for their opinions. Always keep the prospect in mind. What is your audience? Who are you talking to?

Step 5 – Help

Helping is what it comes down to when building relationships that lead to sales. You as a sales rep have to be able to provide value and help upfront, even before you have your audience in your sales pipeline. In 2017 buyers can do a lot of searching and gain knowledge related to services they need very easily. Only those who can add something more than what they find from Google will win.

Once you have established trust with a prospect and they know who you are and how can you help them, it is naturally easier to reach out to them and start the real sales process. If you really know your prospect(s) and can offer them help with your solution, you can then gradually move the sales process to “offline” channels like email or even by setting up a meeting with them.

If you have done the first steps well, you’ll notice that investing time in social selling is really worthwhile, especially with enterprise-level prospects. Building your personal brand on social channels and offering help to people will also help you build your company’s image and drive you more inbound leads as prospects begin to trust you as a thought leader in your field.

Further reading:

Extra Tip – Linkedin Sales Navigator

Sales Navigator is a premium feature on LinkedIn. The good news is that if you haven’t tested any of LinkedIn’s premium features before, there is usually a 30-day free trial available. If you work in sales or marketing and are actively looking for new business opportunities, it is worth the investment.

If you have access to LinkedIn Sales Navigator it’s a great add-on tool for doing social selling because of its advanced search and follow features. For example, you can quickly build a lead list with the “Lead Builder” feature using keywords, job title, location and other filters. When you have saved those people as leads, you’ll see all of their updates and behaviour in your Sales Navigator home page. That should be your window on what your prospects are doing.

Sales Navigator

With LinkedIn Sales Navigator, you can build a lead list based on the best prospects you find on LinkedIn and start engaging with them even though you are not a 1st degree contact.

After you’ve created your Sales Navigator lead list you can follow their activity on your timeline at an individual level or at company level if you are following multiple people from the same company.

The latter approach gives you great insights on what is happening on a company level, so you can comment or start a discussion based on what is actually happening at their workplace.

Prospects

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