Sales prospecting is hard work but it quickly gets even more frustrating when prospects refuse to talk, make excuses, or worse, going completely dark on you. In fact, more than 40 percent of salespeople say that prospecting is the most challenging part of the sales process (HubSpot). Though many salespeople despise prospecting, it’s an important part of sales.
One of the most dreaded scenarios in sales is when a prospect stops responding altogether or goes dark. This can be discouraging, causing some salespeople to give up on the opportunity completely. The good news? There is an easy way to keep track of and help you devise a plan to penetrate these accounts that went dark, geolocation! Below are three ways to utilize geolocation to reach difficult sales prospects.
1. Use Data, Stats, and Analytics
A great start to figuring out how to reach difficult sales prospects is to visualize your data on a map. Using geolocation to display your CRM data on a map helps to make your data more digestible than it may be in a report or spreadsheet. You can map any of your Salesforce data, such as last activity, and search the map for regions with prospects with no activity in the past month. The map adds that extra dimension a list view or report cannot: a geographic understanding of where your records are and how they relate to each other in proximity. This gives you a clear picture of what areas you need to spend more time in during your outreach.
2. Plan trips around prospects you haven’t interacted with recently
After putting your data on the map, use it to easily plan a trip around areas of inactivity and quickly find nearby accounts, opportunities, or leads to make your trip as productive and efficient as possible. 80 percent of sales prospects need at least 5 follow-up calls or visits after a meeting. Mapping inactivity ensures that you aren’t giving up on difficult sales prospects by making it easy to locate and plan trips around them. As shown in sales enablement statistic, sales reps are giving up far too fast on potential clients. The majority of sales take time and continuous communication with the customer.
3. Collaborate to Build Marketing and Sales Alignment
Going a step further, geolocation can also help get the right message to your prospects at the right time. Up to 65% of sales reps aren’t sure what content to send. Marketing can help. Your marketing team can easily put your inactive prospects on the map and then create messaging for as finite or large of a group you want to target. Tailor your message by their level of inactivity, title, company size, and more.
Tools like Salesforce Engage allow sales reps to do this on their own as well. Another use for that data are Sales Development Representative (SDR) direct dial campaigns to assist when trying to reach difficult sales prospects.
Prospects often can be difficult, don’t give up. Research completed by RAIN Group states it takes an average of eight touches to get an initial meeting (or comparable conversion) with a new prospect. Geolocation is a great tool to find and plan a trip around MIA prospects and should always be considered when figuring out how to reach difficult sales prospects.
Interested in learning more about geolocation? Request a demo!