{"id":7933,"date":"2020-07-01T17:26:31","date_gmt":"2020-07-01T17:26:31","guid":{"rendered":"https:\/\/www.ringcentral.com\/small-business\/blog\/?p=7933"},"modified":"2025-07-16T01:24:55","modified_gmt":"2025-07-16T08:24:55","slug":"sales-prospecting","status":"publish","type":"post","link":"\/us\/en\/blog\/sales-prospecting\/","title":{"rendered":"11 tactics for sales prospecting in a digital world"},"content":{"rendered":"<p>It might not be as exciting as closing a sale, but, for small businesses, building sales prospecting into your regular routine is crucial. By continually working on prospecting, you can help protect against the kind of sales lulls that can spell trouble for a small business.<\/p>\n<p>The good news? Through our work with thousands of businesses that use RingCentral in their sales process, we\u2019ve learned a lot about modern buyers. (Turns out, they tend to be more comfortable shopping and researching online for themselves\u2014which can actually make sales prospecting easier for you\u2026 as long as you\u2019re proactive.)<\/p>\n<p>One key to modern sales prospecting that isn\u2019t talked about quite enough is the growing need to take it online with digital prospecting activities that put you in front of your ideal customer <i>before<\/i> they begin to research solutions. And don\u2019t think digital sale prospecting is just for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/b2b-sales\" target=\"_blank\" rel=\"noopener noreferrer\">B2B sales<\/a> either\u2014all kinds of small businesses can benefit from the prospecting tactics we\u2019ll cover later.<\/p>\n<p>Speaking of which, here\u2019s a roadmap of what we\u2019re about to cover, in case you want to skip ahead:<\/p>\n<ul class=\"table-of-content\">\n<li><a href=\"#What exactly is sales prospecting?\">What exactly is sales prospecting?<\/a><\/li>\n<li><a href=\"#11 digital sales prospecting methods\">11 digital sales prospecting tactics<\/a>\n<ul>\n<li style=\"padding-top: 10px;\"><a href=\"#Build the foundation: customer avatars and using the right sales prospecting tools\">Build the foundation: customer avatars and using the right sales prospecting tools<\/a><\/li>\n<li><a href=\"#Become a thought leader: how to create and share content so you\u2019re seen as a resource\">Become a thought leader: how to create and share content so you\u2019re seen as a resource<\/a><\/li>\n<li><a href=\"#Connect with leads and prospects: how to communicate with prospects once they opt-in\">Connect with leads and prospects: how to communicate with prospects once they opt-in<\/a><\/li>\n<li><a href=\"#Build your pipeline: techniques to always be meeting new prospects\">Build your pipeline: techniques to always be meeting new prospects<\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83e\udd14 Are you thinking about purchasing a sales app? What should you consider during the buying process? Grab the <strong>buyer&#8217;s guide to sales apps<\/strong>.<\/p>\n<p class=\"p1\">\n<div class=\"download-form-widget standart-download-form\" data-url=\"http:\/\/netstorage.ringcentral.com\/ebook\/the_buyer's_guide_to_sales_apps.pdf\" data-id=\"69d2adcf4ef5d\" id=\"69d2adcf4ef5d\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d2adcf4ef5d.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9  Get the guide<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free guide to purchasing the right sales apps for your business. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d2adcf4ef5d.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p>\n<hr \/>\n<p><a name=\"What exactly is sales prospecting?\"><\/a><\/p>\n<h2>What is sales prospecting?<\/h2>\n<p>Before we dive into the how, let\u2019s be clear on the what. Sales prospecting is the first step of the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales process<\/a>, when you identify prospects and begin communicating with them to determine whether they have potential to convert to customers.<\/p>\n<p>Sales prospecting, also called business prospecting, lead prospecting, or customer prospecting, is all about keeping your pipeline full so that you always have prospects at different phases of the sales process. The idea here is that ideally, you\u2019ll always have prospects ready to close.<\/p>\n<p>For small businesses, it\u2019s especially important to incorporate strategic prospecting skills into your daily routine so that there is always another sale coming down the line.<\/p>\n<p>The modern sales prospecting process looks a little different than it used to because the modern buyer has changed. Buyers are newly savvy\u2014and willing to do a lot of online research to determine the best solution for their problem. That means your sales prospecting <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-techniques\" target=\"_blank\" rel=\"noopener noreferrer\">techniques<\/a> are less about <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/does-cold-calling-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">cold calling<\/a> and more about ending up on their radar during the research process.<\/p>\n<p>In short, sales prospecting has gone digital.<\/p>\n<p>This also means that modern sales prospecting requires more <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/cross-functional-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-company collaboration<\/a>. Since marketing shares the role of delivering warm leads to your sales department, prospecting is really a shared task between these departments. Plus, support and even product development can get involved if leads reach out through a support forum or request a certain feature in their research process.<\/p>\n<p>But just because prospecting is the job of the whole company doesn\u2019t mean sales reps can slack\u2014it\u2019s as important as ever to connect with fresh leads to explore their needs and introduce them to your solution early on.<br \/>\n<a name=\"11 digital sales prospecting methods\"><\/a><\/p>\n<h2>11 digital sales prospecting tactics<\/h2>\n<p>Okay, enough theory, let\u2019s dive into actual tactics that will help you perfect your sales prospecting strategy.<\/p>\n<p>We\u2019ve organized our tactics into a sales prospecting process that should be easy to visualize, implement, and fit into the rest of your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales strategy<\/a>:<\/p>\n<ul>\n<li>First, build a foundation by getting to know your ideal customers and assembling the tools you need to succeed.<\/li>\n<li>Next, work to integrate into your field, be known as a thought leader (either as a company or as an individual) and become a resource that prospects will come to for advice.<\/li>\n<li>Then, connect with prospects after they request a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-demo-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">demo<\/a> or <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-call-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales call<\/a>.<\/li>\n<li>Finally, continually build your sales pipeline.<\/li>\n<\/ul>\n<p>Along the way, we\u2019ll share three stories of real businesses who used some of these sales prospecting tactics, so you can see them in action.<\/p>\n<p><a name=\"Build the foundation: customer avatars and using the right sales prospecting tools\"><\/a><\/p>\n<h2>Build the foundation for successful sales prospecting<\/h2>\n<p>Before you dive into prospecting, you need to build a foundation for success. There are two kinds of tools at your disposal: the work you do to create your customer avatar or ideal <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">user persona<\/a>, and software tools to speed up the process.<\/p>\n<h3>1. Create a prospect avatar<\/h3>\n<p>You\u2019ve probably heard the advice that you should create an \u201cideal customer\u201d or \u201ccustomer avatar.\u201d But if you\u2019re creating an avatar that isn\u2019t based in reality, it probably won\u2019t be as effective as possible for you.<\/p>\n<p>Instead of creating a generic customer avatar for sales prospecting, consider creating a <a href=\"https:\/\/www.synthesia.io\/tools\/talking-avatar\">talking avatar<\/a> that can interact with and represent customer preferences more dynamically. Be super specific about who your actual customers are (and who you want them to be). Look through your CRM and your notes. Find the customers that have been the most profitable, the longest-term customers, or who have purchased from you multiple times.<\/p>\n<p>It\u2019s up to you\u2014this is about creating your<i> ideal<\/i> prospect avatar, based on the parameters you set. If dollar value is important to you regardless of time commitment, examine the biggest spenders. But you can also take a more dynamic approach, weighing dollar value versus number of sales calls to find the customers who made the most efficient use of your time.<\/p>\n<p>If you\u2019ve had a bad experience working with some more challenging customers, you might consider who was easy to work with, converted quickly, or didn\u2019t require too much hand-holding during the setup process.<\/p>\n<p>Once you\u2019ve found some ideal customer examples, you can start examining common threads between them. Where did they come from? What convinced them to convert? Most importantly, what problem did you solve for them? Use these questions to construct an ideal prospect avatar.<\/p>\n<p><a href=\"https:\/\/netstorage.ringcentral.com\/documents\/outbound_playbook.pdf\"><img decoding=\"async\" class=\"aligncenter size-medium wp-image-7934\" src=\"https:\/\/www.ringcentral.com\/small-business\/blog\/wp-content\/uploads\/image1-232-695x247.png\" alt=\"\" width=\"695\" height=\"247\" \/><\/a><\/p>\n<h3>2. Use sales prospecting tools<\/h3>\n<p>The best thing about going digital with your sales prospecting is the ability to use software like a <a href=\"https:\/\/getprospect.com\/b2b-contact-database\">B2B contact database<\/a>\u00a0to keep track of where leads are in the pipeline, stay organized, and measure effectiveness.<\/p>\n<p>The foundation of any sales software stack is always going to be a good CRM. The right CRM keeps you organized and gives you a place to keep track of crucial information about prospects.<\/p>\n<p>The next important tool for prospecting? A communications <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/communication-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">tool<\/a>.<\/p>\n<p>You may associate prospecting with calling, which is probably still the most popular forum for sales communications. But, more and more, people appreciate the option to communicate with businesses in the same variety of ways that they communicate with, well, <i>everyone else<\/i>.<\/p>\n<p>That means it\u2019s a good idea to offer your sales reps the option of calling, messaging, emailing, and even texting prospects. Now, here\u2019s the key: try to find a tool that does all of these things (or at least, a few of them) instead of paying for multiple tools that only do one thing. Not only does this save you money, it also saves your team time because they won\u2019t have to keep toggling between apps and windows.<\/p>\n<p>For example, with RingCentral, you have all of these communication options at your disposal\u2014and all in one place.<\/p>\n<p>It also offers the flexibility to let your reps work from home if needed. Because it\u2019s a cloud-based solution, that means salespeople can make calls from anywhere in the world using either their computer or their cell phone. That\u2019s the kind of flexibility that results in super-efficient sales prospecting.<\/p>\n<p>And if you want to go one step further and really optimize your sales prospecting tools for success, make sure that the tools and <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/best-sales-apps\/\" target=\"_blank\" rel=\"noopener noreferrer\">apps<\/a> you choose can communicate with each other. For instance, <a href=\"https:\/\/www.ringcentral.com\/apps\/?appCategory=CRM\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral integrates with all of the most popular CRMs<\/a>, creating a powerhouse software stack that centers your prospecting activity in one hub.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip<\/b>:<\/div>\n<p>As we mentioned already, prospecting isn\u2019t just on the sales team anymore, so internal communications can be just as important as outbound communications. With RingCentral, you get the best of both worlds:<\/p>\n<p><center><iframe style=\"padding-top: 10px; padding-bottom: 20px; width: 90%;\" src=\"https:\/\/www.youtube.com\/embed\/bAaEj0aBBPA\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/center><\/div>\n<div class=\"box\">\n<h2 style=\"padding-top: 0px !important;\">Prospecting success story: Using technology to simplify the sales process<\/h2>\n<p><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/goosehead-insurance.html\" target=\"_blank\" rel=\"noopener noreferrer\">Goosehead Insurance<\/a>, a nationwide insurance broker that shops on behalf of their clients to find the best policies at the best rates, learned firsthand how crucial the right technology is for their sales team.<\/p>\n<p>When their <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/find-best-phone-service-for-small-business\/\" target=\"_blank\" rel=\"noopener noreferrer\">phone system<\/a> started holding them back, they looked for a better option and found RingCentral. Before, their sales reps would have to forward calls to their personal phones in order to get work done on the road\u2014which really limited their flexibility.<\/p>\n<p>Plus, without an integration between their phone system and CRM, they\u2019d have to look up phone numbers in their CRM and manually dial. At the end of a call, they\u2019d have to copy their notes back into their CRM.<\/p>\n<p>Once they switched to a sales software stack that included RingCentral and Salesforce, everything started working seamlessly, no matter where reps were working from.<\/p>\n<p>Now, with a single click, reps can automatically update prospect\u2019s call histories\u2014saving them a couple hours a day in tasks they once did manually. That\u2019s more time to prospect and more time to meet their sales goals.<\/p>\n<\/div>\n<p><a name=\"Become a thought leader: how to create and share content so you\u2019re seen as a resource\"><\/a><\/p>\n<h2>Become a thought leader to grease the wheels<\/h2>\n<p>Once you\u2019ve got your foundation built with a solid prospect avatar and the right technology, you can start taking daily actions to become a resource in your industry. That\u2019s why it\u2019s crucial to know what problem you solve for your ideal prospect, so you can end up on their radar when they start looking for solutions.<\/p>\n<p>And what\u2019s the best way to get your name and your company in front of them when they start looking for solutions? By positioning your company or yourself as a thought leader in your industry. Think of it as greasing the wheels for your prospecting team and making their job easier down the road. (It\u2019s a lot easier to have a conversation with a prospect if they\u2019ve seen your webinars or listened to your podcasts as opposed to a prospect who\u2019s coming in cold.)<\/p>\n<h3>3. Create and share content<\/h3>\n<p>Content is key to being seen as a thought leader and therefore is step one to digital sales prospecting. By creating and sharing content that targets your ideal prospect, you can build trust and educate at the same time.<\/p>\n<p>Then, when they do go to make a purchase, they\u2019ll already be aware of your company or you as an individual, and they\u2019ll be more likely to convert.<\/p>\n<p>Here\u2019s an example of how to do this on LinkedIn. Chris runs an agency that targets B2B businesses that need help with revenue and growth marketing. These leaders tend to be LinkedIn power users, so he uses this channel to share his expertise\u2014his posts regularly get hundreds of likes and comments, which according to him have translated into high-quality leads:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7935 \" src=\"https:\/\/www.ringcentral.com\/small-business\/blog\/wp-content\/uploads\/image2-204-774x1024.png\" alt=\"Chris Walker uses LinkedIn to share his expertise, gets hundreds of likes and comments, which have translated into high-quality leads.\" width=\"477\" height=\"630\" \/><\/p>\n<p>To get started creating content, look back at your CRM and find the common questions, sales objections, and problems that your ideal prospects come to you with.<\/p>\n<p>Think through your prospect avatar to brainstorm topics that are relevant to them, but not necessarily directly related to your company.<\/p>\n<p>Then, get to work creating content. You can start a blog, contribute to your company\u2019s blog, write guest posts for industry blogs or magazines, and even consider speaking at conferences in your industry (which you can then share videos of).<\/p>\n<h3>4. Be a resource where people are asking questions<\/h3>\n<p>Being a resource is another way to familiarize leads with your name and your company before they even land on your site.<\/p>\n<p>Start by finding the places where your prospects and people in your industry go to discuss industry news, hash out problems, or ask questions. That might be a local Facebook group or app like Nextdoor, or it could be an industry forum or LinkedIn page.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1Pro-tip<\/b>:<\/div>\n<p>Just about every question you can think of has been asked on Quora. Use it as a resource!<\/p>\n<\/div>\n<p>Don\u2019t just pop in and start talking about your company\u2014take the time to listen to what\u2019s being discussed and figure out who\u2019s asking what. By listening first, you\u2019ll be able to see what kind of answers get the best responses and learn the tone that people in that group respond well to.<\/p>\n<p>When it comes time to offer advice, aim to be genuinely helpful more than to sell, sell, sell. You can mention your product or that you work at X company to bolster your authority, but try to answer questions and provide advice sincerely.<\/p>\n<p>If you have a company blog post that directly answers their question, you can share it. Just remember, at this point, it\u2019s all about building awareness.<\/p>\n<h3>5. Be active on social media<\/h3>\n<p>You may have heard that some salespeople have found success using social media and wondered how exactly they accomplished that. The key is to see social media not just as a forum for life updates and travel photos, but as a place to continue building your reputation as a thought leader.<\/p>\n<p>You don\u2019t need to try to use every single social media platform for sales prospecting\u2014instead, return to your ideal prospect and determine which platforms <i>they<\/i> spend time on.<\/p>\n<p>Sharing is the name of the game on social media. Be sure to share posts from your company blog, articles from other industry blogs and publications, and relevant news articles. When you do share links from other sites, be sure to tag the writer or company and use industry hashtags to give your post greater reach.<\/p>\n<p>Add a sentence or two of your own commentary in addition to the link to start reinforcing that you\u2019re a thought leader in your field. Eventually, you might even start sharing posts that are more of your personal commentary and less about sharing content.<\/p>\n<p>Just remember to always share links from your company so that prospects will know how to learn more and even request a sales call.<br \/>\n<a name=\"Connect with leads and prospects: how to communicate with prospects once they opt-in\"><\/a><\/p>\n<h2>Connect with prospects directly<\/h2>\n<p>Eventually, after you\u2019ve established yourself as a thought leader, you&#8217;ll naturally direct traffic to your blog and website\u2014traffic that hopefully requests more information about your product.<\/p>\n<p>Once someone has converted from cold traffic into a warm prospect, use these methods to connect with them directly and move the sales process forward.<\/p>\n<h3>6. Connect with your prospects on different channels<\/h3>\n<p>As we already mentioned, the most common way that you\u2019ll connect with prospects is on the phone. Surprisingly, people still respond well to phone calls, especially in a B2B context.<\/p>\n<p>But, if you want to go a little further than most toward setting your prospects at ease, you can get in touch in multiple ways.<\/p>\n<p>For instance, you can offer an option on your opt-in form for how a prospect would prefer to be reached: via email, phone call, or even text message. Or, you can include a chat widget right on your site to address pre-sales questions quickly and easily.<\/p>\n<p>If you\u2019re aiming for a digital sales prospecting experience, offering options besides phone calls is a great way to tailor the experience and satisfy phone-averse prospects.<\/p>\n<div class=\"box\">\n<h2 style=\"padding-top: 0px !important;\">Prospecting success story: texting to increase lead engagement<\/h2>\n<p>Does it sound a little far-fetched that your prospects really want to communicate with your sales reps via text? <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/triumph_motorcycles.html\" target=\"_blank\" rel=\"noopener noreferrer\">Triumph Motorcycles<\/a>, one of the fastest-growing motorcycle brands in the US, was skeptical, too.<\/p>\n<p>According to Operations Manager Brandon Keller, they hadn\u2019t even thought to offer the option until they started considering a switch to RingCentral. \u201cIt wasn\u2019t until we started talking with RingCentral that we realized how much we could also benefit from additional services built into the system like SMS, electronic fax, online meetings, a mobile app, and other communication services,\u201d he said.<\/p>\n<p>But they gave it a try, giving their lead engagement reps the chance to try business texting. The result?<\/p>\n<p>\u201cWhen we started using the RingCentral SMS tool to text consumers, we doubled our engagement rates over what they\u2019d been when our reps were making phone calls,\u201d Keller said.<\/p>\n<p>Plus, SMS messaging isn\u2019t only more engaging for their prospects, but it\u2019s more efficient for their reps as well because they can have conversations with multiple prospects at the same time:<\/p>\n<figure id=\"attachment_7937\" aria-describedby=\"caption-attachment-7937\" style=\"width: 448px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-7937 \" src=\"https:\/\/www.ringcentral.com\/small-business\/blog\/wp-content\/uploads\/image3-17-576x1024.jpg\" alt=\"Texting isn\u2019t just an option for sales communications, it\u2019s useful for follow-ups and customer service too.\" width=\"448\" height=\"796\" \/><figcaption id=\"caption-attachment-7937\" class=\"wp-caption-text\">Texting isn\u2019t just an option for sales communications, it\u2019s useful for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-follow-up-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">follow-ups<\/a> and customer service too.<\/figcaption><\/figure>\n<p>Between the engagement rates and the time savings, it\u2019s been a real game changer for getting more prospects in their sales pipeline.<\/p>\n<\/div>\n<p><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/schedule-a-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-5611\" src=\"https:\/\/www.ringcentral.com\/small-business\/blog\/wp-content\/uploads\/request-a-demo-banner-1024x364.png\" alt=\"\" width=\"840\" height=\"299\" \/><\/a><\/p>\n<h3>7. Be human<\/h3>\n<p>There\u2019s a lot of debate out there about the importance of scripts when it comes to sales calls, and we\u2019re not here to take a side. Not because we don\u2019t have an opinion on it, but because there are specific scenarios where scripts are useful (when you have lots of customers asking the same questions), and others when they\u2019re not (when your customers tend to have more complex and technical questions about your product).<\/p>\n<p>Whether you like to wing it or you rely on a tried-and-true script, don\u2019t forget to be human.<\/p>\n<p>As the sales process moves more and more online, it\u2019s easy to underestimate the value of human connection. Stand out among the crowd by making it clear that you aren\u2019t a robot by communicating naturally.<\/p>\n<p>Take the time to connect with a prospect and listen to them before diving into a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-sales-pitch\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales pitch<\/a>. Small talk might seem outdated, but it helps to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-conversation-starters\/\" target=\"_blank\" rel=\"noopener noreferrer\">start the conversation off <\/a>on the right foot and helps all parties relax.<\/p>\n<p>Even if you are reading (or texting) from a script, try relaxing the language or ad libbing a little to sound more natural.<\/p>\n<p>Additionally, don\u2019t forget your newfound position as a thought leader just because you\u2019ve got a prospect in your pipeline.<\/p>\n<p>Continue to share resources as you move a lead through the sales process. From educational blog posts tailored to their needs, to case studies from others in their industry, tailor the resources you share with them to show that you\u2019re listening.<\/p>\n<p>By continuing to be a resource and being personable, you\u2019ll drive home the trust factor that makes a lead convert.<\/p>\n<h3>8. Test and change your sales call tactics<\/h3>\n<p>Finally, whether it takes one interaction or ten, don\u2019t think your work is done when you have a successful sales call. The beauty of online selling is that it makes it easy to examine your work to figure out what worked and what didn\u2019t.<\/p>\n<p>Start by examining the effectiveness of your thought leadership efforts by using your analytics tools to figure out where your website traffic is coming from. You can even include a \u201cHow did you hear about us?\u201d survey question when a prospect opts-in to a sales call to understand what\u2019s working.<\/p>\n<p>After you close a deal\u2014or even when you don\u2019t\u2014you can always ask for feedback. Follow up with your new customer a few days or weeks later to see what they liked about the sales process.<\/p>\n<p>If you use RingCentral, you can also examine your reports to see how many touchpoints you had with prospects, how they communicated, how long you spent on the phone with them, and other sales <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/sales-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a>.<\/p>\n<p>When you see emerging patterns of what works (and what doesn\u2019t) for your prospects, change your process slightly, test the new version, and examine the results. Over time, you\u2019ll be able to hone your process and optimize for success.<\/p>\n<div class=\"box\">\n<h2 style=\"padding-top: 0px !important;\">Prospecting success story: learning from successful sales<\/h2>\n<p>Canadian point-of-sale company <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/touch-bistro.html\" target=\"_blank\" rel=\"noopener noreferrer\">TouchBistro<\/a> took this tactic to the next level by including Gong.io in their sales software stack and connecting it to RingCentral through our open API.<\/p>\n<p>By switching on RingCentral\u2019s call recording feature and sending the call database to Gong, a conversation analytics tool, they were able to identify patterns and strategies that their top salespeople used to close more deals.<\/p>\n<p>They fed hundreds of thousands of calls, emails, and texts through Gong, which analyzed the content of calls at different stages of the sales process and identified what worked about the calls that were successful.<\/p>\n<p>\u201cThe most striking difference was the order in which the reps presented our software, hardware, and services during their Solution Presentation,\u201d said Vice President of Sales Paul Snelson.<\/p>\n<p>Based on what they learned, TouchBistro developed a framework of best practices that they shared with the company\u2019s reps and through one-on-one coaching.<\/p>\n<p>In the end, it meant a 10% increase in close rates and 12% boost in lead-to-opportunity rates. That\u2019s a big shift empowered by digital selling.<\/p>\n<\/div>\n<p><a name=\"Build your pipeline: techniques to always be meeting new prospects\"><\/a><\/p>\n<h2>Build your pipeline of prospects<\/h2>\n<p>Whether you close the deal you\u2019re working or not, the job of sales prospecting is never done. You should always be looking for ways to fill your pipeline, so you can continue moving leads through your sales process, closing deals, and reaching your goals.<\/p>\n<h3>9. Ask for referrals<\/h3>\n<p>When you think of the small businesses you <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">interact with as a customer<\/a>\u2014maybe it\u2019s your chiropractor, a contractor for a home improvement project, or a store you frequent in your neighborhood\u2014how many of them would you be willing to refer a friend to? Barring a bad experience, probably <i>most <\/i>of them. But how many have you actually referred someone to?<\/p>\n<p>Most of us would be happy to send referrals to our favorite small businesses, but we just don\u2019t think of it on our own.<\/p>\n<p>Even though it might seem straightforward, just asking for a referral can be the key to building your pipeline. After all, your customers probably know plenty of people just like them.<\/p>\n<p>The best way to get referrals is to ask for them and build that into your regular sales process. A few days or weeks after making a sale, set a notification in your CRM or calendar to remind you to follow up with your new customer. (It\u2019s also just a customer service <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">best practice<\/a>.) Check in, see how they\u2019re doing, and ask if they know any friends who might also be able to use your product or service.<\/p>\n<p>Of course, if they do end up sending someone your way, be sure to follow up quickly and deliver excellent service. In some ways, your customer put their reputation on the line by endorsing your company, so be sure to respect the trust they placed in you.<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip<\/b>:<\/div>\n<p>Worried that your customer didn\u2019t have a good enough experience with your company to send a friend to you? Use it as a customer service opportunity to make it up to them, learn what went wrong\u2014or sincerely <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-apologize-to-a-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">apologize<\/a>.<\/p>\n<\/div>\n<h3>10. Attend industry events<\/h3>\n<p>It\u2019s true, industry events are generally not a \u201cdigital\u201d sales prospecting tactic (although thanks to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/small-business-adapting-covid-19\/\" target=\"_blank\" rel=\"noopener noreferrer\">COVID-19<\/a>, many are certainly becoming digital)\u2014but the follow-up you do afterward certainly can be.<\/p>\n<p>When you\u2019re selecting and attending industry events to attend, remember the foundation you already built. Consider your prospect avatar first\u2014who is your ideal prospect and what are the kinds of events they might be attending?<\/p>\n<p>(While you\u2019ll certainly learn a lot at a sales conference, if you\u2019re trying to use an event as a sales prospecting tactic, you\u2019ll need to consider the events your prospects would attend, not necessarily the ones <i>you\u2019d<\/i> normally go to.)<\/p>\n<p>You can actually use the community you\u2019ve already formed on social media and online forums to figure out the kinds of events your prospects generally attend.<\/p>\n<p>Once you\u2019re there, don\u2019t fall into hard-selling mode. The value in attending an industry event can be so much greater than trying to find people to sell to\u2014you can make valuable industry connections, get ideas for the kinds of events your company might want to speak at or sponsor later, and more.<\/p>\n<p>Just think beyond selling. Make genuine connections with people, answer their questions, and find opportunities to connect people who should know each other.<\/p>\n<h3>11. Be a connector<\/h3>\n<p>Speaking of connections, being a natural connector can be a great way to build your circle\u2014and your pipeline.<\/p>\n<p>When you meet someone new, whether through online networking, socially, or at an event, try to consider who they should know. Who could help their business? Who might be hiring in their industry? Who works in a similar field and might be interested in networking?<\/p>\n<p>Just be sure to check in with both parties before introducing them to be sure they\u2019re interested in meeting.<\/p>\n<p>You probably know more people than you think\u2014start checking in with them more consistently so you can have a good idea of who they\u2019d like to meet. Plus, by getting in the habit of connecting people, you\u2019ll naturally grow your network as well.<\/p>\n<p>But how does networking relate to sales prospecting?<\/p>\n<p>Well, if you\u2019re a connector, people will naturally want to connect you with others. You\u2019ve shown that you value networking, and they might feel like they owe you one.<\/p>\n<p>(And even if it doesn\u2019t work that directly, we think it\u2019s good sales karma anyway.)<\/p>\n<h2>Have your online sales prospecting strategy ready<\/h2>\n<p>As a small business, you know the importance of constantly maintaining a pipeline of prospects to keep sales moving and cash flowing. Sales prospecting is the first step of your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">entire sales funnel<\/a>, so it\u2019s important to start out strong.<\/p>\n<p>When you take your sales prospecting tactics online, you take the first step in optimizing your entire sales process for the digital age. As customers become more comfortable with online research, placing yourself right in their (digital) path is the best way to build your reputation and showcase your thought leadership.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It might not be as exciting as closing a sale, but, for small businesses, building sales prospecting into your regular routine is crucial. By continually working on prospecting, you can help protect against the kind of sales lulls that can spell trouble for a small business. The good news? Through our work with thousands of &#8230;<\/p>\n","protected":false},"author":29,"featured_media":7780,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43336],"tags":[18603,380],"class_list":["post-7933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-sales","tag-prospecting","tag-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>11 tactics for sales prospecting in a digital world | RingCentral<\/title>\n<meta name=\"description\" content=\"Sales prospecting isn\u2019t just done on the phone or knocking on doors anymore. 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