When you’re trying to increase your sales pipeline with qualified B2B sales leads, it’s easy to focus solely on communicating your message, but the best way to increase your success is to really listen to what your current and potential customers have to say.
Below are four areas to focus on in order to improve your listening skills:
1) Keep your message simple and succinct.
The best interactions with customers tend to be ones when they do most of the work. If you find that you are talking more than your prospect, then your initial message may be too long and complicated.
Start out a cold call with a simple and succinct message, then turn the conversation over to your prospect as soon as you can and get ready to listen.
2) Listen with the intent to understand.
Don’t approach your dialogues with other companies as something to be endured until you can fit your talking points in.
Instead, take the time to focus on what your prospect is saying so you can get a sense for what their business pains and problems are and then ask appropriate follow-up questions.
People are interested in business solutions, and the more you can show that you understand (and can resolve) their problems, the more likely they are to become a valuable lead.
What does a successful lead qualifying call look like? B2B Lead Generation – Three Elements of a Successful Sales Call
3) Ask engaging, open-ended questions that prompt your prospect to give you more information.
Many businesses want help, but they don’t actually know which pieces of information to provide to others.
As the seller, you should cultivate the ability to ask questions that get them to think about – and then explain – the problems they’re facing.
For example, you might ask “What do you think is the biggest challenge facing your company over the next five years?” This will help you get some genuine insight into the way their company operates, the kinds of pressures staff members will face, and what kinds of solutions that will likely be successful.
4) Offer examples of how you’ve helped others.
There’s no substitute for success, and that’s especially true when talking to potential customers.
After you’ve had the chance to truly understand where they’re at and what they care about, try to give a few examples of how your product or service helped someone in a similar position.
Concrete examples and success stories are powerful tools to use during your conversation and can open the door to further interest and lead qualification.