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Salespeople are always striving to close more deals, but when you've exhausted every strategy you can think of—from refining your pitch to switching tools—it can be overwhelming to pinpoint exactly where you need to improve.
This guide offers a roadmap to enhance your prospecting, taking into account proven techniques, powerful platforms, insightful case studies, and best practices.
Outline:
To prospect effectively for local businesses, you need to first understand your target audience.
For local markets, this means paying close attention to regional trends and customer preferences.
Start by examining your current customers and analyzing market data. Look for patterns in these areas:
By using insights from this data, you can fine-tune your targeting strategy.
For example, tracking engagement metrics in your CRM system can highlight which industries are most interested in your services. This allows you to concentrate your efforts where they’ll have the most impact.
After defining your ideal customer, the next step is creating outreach strategies that connect with their specific needs.
In crowded markets, generic messages rarely stand out. To succeed, your outreach needs to feel personal and relevant to each prospect's situation.
Here’s how to make your communication more effective:
This thoughtful approach shows prospects that you understand their needs, laying the groundwork for trust and stronger connections.
Using a sales platform like Resquared, you can leverage features like our AI Snippets, which automatically generate custom text based on information about small businesses available from various public sources.
Cold calls and email campaigns can be highly effective when tailored to the individual and executed with care.
Start by using active listening and asking open-ended questions to better understand what the prospect needs.
For email outreach, stick to a simple yet effective structure:
Check out this quote from Rob Druce, Partner Sales Specialist and Account Executive for Small Business at RingCentral!
“Whoever you believe in gave us two ears and one mouth. And there's a good reason for that. I've made the mistake of jumping into calls and just assuming this individual is just like me and you almost get too salesy. Definitely focus on active listening.”
Hosting events allows businesses to connect with prospects in a more personal setting, whether in-person or online. These events should focus on offering practical value rather than pushing for a sale.
Here are some event ideas tailored to different audiences:
These formats can help you foster meaningful relationships while positioning your business as a trusted resource.
It's easy to get caught up in constantly tweaking your sales technique or trying out the latest tools.
However, a truly effective approach involves both refining your skills and leveraging a comprehensive sales platform.
This way, you can automate those time-consuming tasks and free yourself up to focus on what really drives conversions: building genuine relationships with your prospects.
Here's what makes Resquared stand out as a sales platform:
From Cold Email to $2000 Deal: Sean's Prospecting Success Strategy
“I created a list of cities that were somewhere between 500,000 and a million in population, because if I'm only going after like Chicago's and New York and all the big, big towns then there's a lot more competition there.
But if I can get those secondary cities, then it's more likely that I'll be able to find some traction.
So I was looking at who else I have in my arsenal of clients that we've been able to do good things for and worked well with and chiropractors kind of came to the top of the list.
And so I started in Charlotte and so I modified the email that you gave- modified that including a quote from the chiropractor we had worked with and sent it out.
And really up until today, I hadn't seen a whole lot come back from that. And then this morning I got a response and an hour or two ago had a phone call and they've got to read our contract over, but they're signing on for $2000 a month.”
How a Compelling Email Increased Response Rates by Over 200%
I was working with a client who provides Review Management Software for restaurants. Initially, his sales emails focused heavily on the software's capabilities: sentiment analysis, response templates, multi-platform integration.
While these features are impressive, they weren't moving the needle in terms of sales.As we collaborated, I continually pressed him with questions like:
This process led us to the true heart of his Value Proposition: His software helps restaurants get more customers, which directly translates to turning more tables and increasing profit.
We shifted the focus from the software itself to the outcomes they deliver: on average, his clients see a 15% increase in positive reviews within three months, leading to an average revenue boost of 7-10% in the following quarter.
This reframing completely transformed his sales approach.
Instead of talking about features, his emails now paint a picture of busier restaurants, happier customers, and healthier bottom lines.
The response rate to his sales emails increased by over 200% after this shift in messaging.
How Tailored Emails Skyrocketed Engagement for a Magazine Owner
With Resquared, Klodiana from Best Version Media saw incredible results from her email funnel.
Together, we implemented 4 key strategies that led to remarkable results:
1. Hyper-local specification
Max (Customer Success Manager at Resquared) personalized her emails by adding hyper-specific details about the neighborhood, ensuring that her outreach felt tailored and unique.
2. Adding numbers
By incorporating figures, prospects can visualize results more clearly. Using specific numbers in an email can transform abstract concepts into tangible outcomes, making it easier for the recipient to picture the potential benefits.
3. Do not include any links
Sending links right off the bat can increase the chances of your email ending up in the spam or promotions folder, which is the last thing you want.
4. Tweaked subject line
It’s the first thing your prospect will see, meaning you have just a split second to grab their attention. This makes it crucial to use a concise and compelling phrase—ideally four words or less—to instantly hook them.
Think of it as your first impression. If the subject line doesn’t stand out or spark curiosity, chances are your email won’t even get opened.
Tackle Objections Effectively
When prospects raise concerns - like pricing - don’t just defend costs. Instead, show how your product or service delivers value in the long run. This shift in focus can help win their trust and move the deal forward.
Use the AIDA Formula
Structure your outreach - whether it’s a cold call or email - around the AIDA framework: Attention, Interest, Desire, and Action. This keeps prospects engaged and naturally moves them toward making a decision.
Rely on Data to Guide Decisions
Keep an eye on these metrics to fine-tune your sales strategy:
Boost Engagement
Tailor your approach by focusing on:
Closing more deals in small business prospecting isn't about finding a single magic bullet or perfect formula.
It's about discovering what works for your specific audience, constantly improving your skills and processes, and using the right tools to streamline your efforts.
Key takeaways:
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