Quelle est la meilleure stratégie pour atteindre les prospects qui travaillent déjà avec un concurrent ?

When prospecting, first know what makes you different and better than others. Clearly understand your prospect's main problems, and offer them specific solutions aimed at their goals. It's important to know who to talk to, what to say, and how to say it effectively

As a company, we are here to help a customer solve their problems. Problems are specific: they are different across sectors, companies' size, countries, time etc. When building a value proposition, it must then be very specific. If a company is new in the sector, they must study their competitors weaknesses and provide a service that covers those weaknesses.

In crafting your value proposition, it's vital to consistently prioritize the best interests of your customer or partner. This approach not only demonstrates your commitment to their success but also establishes trust. Your proposition should clearly articulate how your solutions can uniquely address their needs, emphasizing a partner-centric approach. By showing that your primary goal is to enhance their business and their success, not just to win over a competitor, you position your services as both beneficial and genuinely aligned with their goals. This solution priority mindset should be the cornerstone of your value proposition.

Reaching out to prospects who are already working with a competitor requires a strategic approach that emphasizes understanding their needs, highlighting your unique value proposition, framing your message as a solution, building relationships, and demonstrating patience and persistence. Focus on providing value, building trust, and showcasing how your solution can help them achieve their goals.

Une fois un prospect potentiel identifié, je pense qu'il est important de commencer par des rapports désintéressés. Comme par exemple : s'informer sur leur fonctionnement en interne et pourquoi pas donner des conseils (en fonction de votre niveau d'expertise), pour commencer à sympathiser avec cette personne. A l'heure actuelle, j'ai l'impression que les commerciaux qui rentrent directement dans le vif du sujet, ont plus de difficultés car ils sont tout de suite catégorisé en tant que "vendeur". Or, se présenter plutôt en tant qu'expert ou conseillé peut-être considéré comme une approche plus "douce" et moins intrusive ce qui peut jouer sur la relation avec le prospect.

Information based on solid research gives great insight of the problems your prospective clients could be facing. This opens opportunities and with some customisation, we can talk about the solutions which are congruent to their requirements. Your knowledge also exhibits your preparation and your interest. Enthusiasm shows that the sales manager is here and passionate about providing you the best service.

Effective prospect research is key to tailoring your message. Utilize platforms like LinkedIn, Google, and social media for basic info about your prospect's role, company, and interests. Additionally, leverage AI tools like ChatGPT to assist in deeper research, analyzing industry trends, and understanding current challenges and goals. This AI-assisted approach can reveal specific problems your prospect faces, allowing you to offer a more targeted solution.

It is essential to prepare your commercial prospecting so that it is effective and provides the expected feedback. For example in the banking sector, it is essential to know your catchment area and your potential customers in order to enable you to be efficient and save time/costs. and this goal is materialized by a perfect knowledge of your proximity: culture, economic fabric. Then, and from this point, you are called to collect the necessary and useful informations on your prospect: sector, specific activity, number of employees, turnover, reputation... and therefore identify their needs and then allow you to offer them the appropriate product and enter into a : Win-Win business relationship.

Always put the human first in your outreaches. You are not addressing a company, you are addressing a person. You are much more likely to grab your prospect's attention if you can talk about their personal challenges in their daily tasks. Look for material such as: - Linkedin posts - Podcasts (you can look for your prospect's name on listennotes.com) - News articles Understand the key metrics they use, their current tools and the gaps you can fill. In your outreach, emphasize their problem and ask them to validate it. Once they do, you'll have their attention. The more generic you get, the less you are likely to receive replies, so make sure you're familiar with your prospects' pain points.

Thorough research on your prospects is key to crafting a message that resonates. By leveraging tools like LinkedIn (pay attention to posts & comments) and Google, you can gather insights on their professional background, industry specifics, and potential challenges or goals.This information enables you to create a more personalized and effective outreach strategy, showing your prospects that you understand their unique situation and are prepared to offer solutions that align with their specific needs and pain points. Remember, the goal is to demonstrate that your approach is not just about winning business, but about forming a partnership that genuinely addresses their concerns and aspirations.

Utilizing a referral or capitalizing on a trigger event such as a merger, a reorganization, or the implementation of a new regulation can significantly enhance your outreach to prospects currently with competitors. These events often signal a readiness for change, providing an excellent opportunity for you to introduce your services. By starting a conversation around these contexts, you increase your chances of getting a response and building a strong rapport with the prospect.

Utilizing a referral or identifying a trigger event can significantly enhance your outreach strategy. A referral, where someone familiar with your prospect endorses you, establishes immediate trust and credibility. Similarly, a trigger event, such as a merger or a new regulation, can create a timely opportunity for your proposition. These approaches not only increase the likelihood of a positive response but also provide a relevant context for introducing your solutions, making your outreach more impactful and tailored to the prospect's current needs.

In B2B sales, you just can't throw your hook out there and hope for a catch. Relevance is key, and if you are able to show your prospect you know what will be the subsequent challenges following a trigger event, then you'll probably sound like you know what the stakes are, which will make you look like an expert. Referrals are a great way to build trust, but they're not always easy to get. The way you ask for them and your intonation will make the difference. Assume your prospect is not your ICP, which could sound something like: "I had a question about ___, do you know who I could ask?" They'll generally tell you if it's them or someone else. And once you reach out to your prospect mentioning your referral, they'll likely listen

Storttelling, essa é uma ótima ferramenta para desencadear oportunidades. Espelhar uma grande oportunidade do seu produto em um concorrente direto do seu prospecto, é uma maneira dele abrir uma oportunidade para seu produto.

Referral marketing involves leveraging recommendations from existing customers, partners, or other contacts to attract new business. It relies on the trust and relationships already established within a network. Encouraging satisfied customers to refer others can lead to a more qualified and receptive customer base. A trigger event, on the other hand, is a specific occurrence that creates an opportunity for engagement. It could be a change in a prospect's circumstances, such as a new job, expansion of their business, or a regulatory change. Identifying and responding to trigger events allows businesses to reach out with timely and relevant offers, increasing the likelihood of successful interactions.

A melhor estratégia para alcançar clientes potenciais que já trabalham com um concorrente é fornecer valor e insights. Isso significa entender as necessidades do seu cliente e oferecer soluções que os ajudem a alcançar seus objetivos. Você também pode fornecer insights sobre as tendências do setor e as mudanças que podem afetar o seu cliente. Ao fornecer valor e insights, você se diferenciará de seus concorrentes e demonstrará que você é um parceiro valioso para o seu cliente.

In engaging with prospects aligned with competitors, differentiation is key. Presenting a compelling value proposition underscored by unique insights demonstrates how our solutions can distinctly enhance their current operations. This approach aims not at diverting attention but at offering a superior value proposition that aligns seamlessly with their business objectives.

When reaching out to prospects involved with competitors, it's essential to differentiate yourself by offering unique value and insights. This can be achieved through sharing valuable content, personalized suggestions, or exclusive insights into industry trends. By focusing on how your offerings align with their specific goals and challenges, you can capture their attention without appearing sales-oriented. This approach shows your commitment to understanding and addressing their needs, setting a foundation for a relationship based on added value and expertise.

É sempre útil separar a prospecção da visita de proposta. Jamais podemos oferecer uma proposta na primeira visita sem coletar dados, sem estudar o prospecto e sem entender o seu negócio. Depois disso, você canaliza todo seu esforço para uma dor específica do cliente. Agregando valor em sua proposta deixando ela mais personalizada com a cara do cliente, como algo exclusivo.

Providing value and insight is a key strategy in building strong relationships with customers. It involves offering information, expertise, or solutions that go beyond basic product or service offerings. By understanding the needs and challenges of your audience, you can deliver content, advice, or products that genuinely benefit them. Offering valuable insights demonstrates your expertise in the industry and positions your brand as a trusted resource. This can be achieved through educational content, personalized recommendations, or thought leadership. By consistently providing value, you build credibility and foster a positive perception of your brand.

Always, always follow up. Send a hand-written note, send some interesting research, follow people on LinkedIn and engage in conversation with their posts.

Always great advice Joann. Your insights pervade the business world. And keep us all on our toes. Thank you and thank you. It’s very appreciated.

In my experience, following up and ensuring follow-through are pivotal when engaging with prospects already working with a competitor. It's about finding the right balance in your approach. Effective follow-up, utilizing various channels like emails or calls, keeps the interaction dynamic. Equally important is fulfilling your commitments, whether it's sharing specific information, setting up meetings, or providing detailed proposals. This approach not only builds trust but also demonstrates a genuine commitment to understanding and catering to their unique needs and challenges.

O controle da venda está sempre na mão do vendedor, o acompanhamento é a rédia que o mantém no controle, ao perder o acompanhamento, o controle da negociação volta para o comprador.

Follow ups such as "did you read my last email?" or "any thoughts on that" don't bring any value. If your prospect read your emails while thinking "how am I gonna get rid of this guy", then your follow ups are useless, not to say damaging. Make it easy on your prospects, and make sure they think "huh, I'd never thought/heard of that before" Something like: "Hey {name}, I just remembered a relevant case study for our partnership with {company} during which we managed to increase their recovery rate by 4.2% by training our predictive models. Companies I reach out to generally rely on historical data instead of predictive analysis, mind if I ask what you currently use?" Ask specific question and pique your prospect's curiosity.