Although the challenges of 2020 may have carried into 2021, we have the unique benefit of foresight as we embark on this unpredictable year.
When the pandemic struck last spring, it came rather unexpectedly, leaving industry professionals to scramble and react to the situation at hand. This year, we’re still dealing with the repercussions of COVID-19, but most people have become seasoned in running a company amidst a global pandemic. We’ve struggled, we’ve cried, we’ve learned, and now, we can grow.
In a turbulent market, a proactive sales approach is a necessity. There simply isn’t time to sit around waiting for prospective clients to find you. This year, you’ll need to spend some time actively prospecting as the market—and the industry—grapple with the ‘new normal’ and the changes ushered in with the pandemic.
Today’s client is experiencing feelings of uncertainty and concern, but also feelings of hope and optimism. By showing up in the right places, you can secure a reputation as a forward-thinking industry leader and remain top-of-mind with prospects until it comes time for them to make a purchasing decision.
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While active prospecting does take more time than playing the waiting game, it can easily be done in an efficient manner to ensure that you’re proactively gathering business and putting your best business foot forward in a tough year.
Put on your sales hat and follow these six strategic steps for proactive selling in 2021.
Step 1: Establish your CRM platform.
Great CRM software can make prospecting an easy process, as it provides you with a database to store valuable information about each of your leads. You can keep track of how many times you have checked in throughout the sales process, log vital details like budget and event date, and assign your team members accordingly. Before starting to actively prospect, make sure your CRM is up to date so it can serve as a streamlined framework for your sales needs. Many catering software applications have built-in CRM, so it may be as simple as getting organized and utilizing it properly.
Step 2: Review prospective company websites.
Corporate clients expect you to capture their brand and feel perfectly, so you need to study up before starting any work. Just as your website tells your prospects everything they need to know about you; you can learn a wealth of information from a potential client’s company website. Review their “About” page to get to know their team and their company story. You can also learn a fair amount about a business by browsing its blog posts to see what they talk about most. Consider their core values and how they interact with others in a professional setting.
Step 3: Scroll through their social media.
Everyone is on social media nowadays, so you should be able to access Facebook, Instagram, and Twitter accounts for many of your corporate, wedding, and social prospects. Dig into their profiles to see what they are posting about and who they are engaging with and take note of ways that you can relate to them. It does not need to be strictly professional; maybe they are a fellow wine lover or you both have pets—a personal element goes a long way in developing a human connection that builds the Know, Like, and Trust factors.
Step 4: Visit them on LinkedIn.
While LinkedIn is considered a social media platform, I believe it is so valuable that it warrants a step of its own. LinkedIn often has more detailed information than a typical profile on Instagram or Facebook, so you can learn a lot about a person or company’s achievements. Spend some time sifting through a prospect’s recent posts, experience, awards, and other notable features on their profile. In many cases, you can get a promising idea of their interests and what motivates them.
Step 5: Look at their competitors.
When you want to gain insight into your own market, you might head over to your competitors’ pages to see what has been keeping them busy. If you are looking to learn more about a prospect and their industry, take some time to review their top competitors and identify what sets them apart. You will be able to use this research to demonstrate your industry knowledge, and you might even find a few extra leads to add to your prospecting list.
Step 6: Navigate around the gatekeepers.
When you are ready to make a sales call or send an email, you might encounter a gatekeeper—the person who is responsible for answering phones and relaying messages to the real decision maker. If you want to connect with those in charge, you need to befriend the gatekeeper with kindness and consideration. In many cases, these gatekeepers have a fair amount of influence over the decision-makers’ choices, so a little bit of effort goes a long way. Be friendly, get to know them and, if possible, consider sending over a little gift to warm them up. Once you have the gatekeeper on board, their boss will be more open to listening and making their choice.
Now, this might seem like a lot to do to improve your business, but the secret is that it can be done in 15 minutes or less every day. In the beginning, you may have to spend more time optimizing your CRM and getting your systems in place. However, as proactive selling becomes a habit, it will become second nature and you will find yourself actively prospecting as leads come up. A little bit of time spent on intentional sales each day can make all the difference in 2021, pushing you forward in the most profitable direction.
