Cold calling can be hard and unproductive for both SDRs and prospects. Ideally, your inbound marketing efforts should generate enough quality leads to ensure that your SDRs never have to make a call without previous contact or an expressed interest from the potential customer. But even with a lack of inbound support, there are still three big steps you can take to ensure your SDRs don’t go into their calls cold. Namely, select the right accounts to target, learn key insights about the accounts, and effectively communicate this intelligence so that your SDRs can have a relevant conversation with their prospects when they call.
Target the Right Accounts
Before your SDR team starts calling prospects, it is essential for them to know which accounts they should target. Who you target is based on your ideal customer profile (ICP). Your ICP is important because it represents the ideal profile of companies who would be interested in your product. Once you’ve defined your ICP, you can then use it to determine your true Total Addressable Market (TAM). Your TAM comprises all of the accounts with the highest revenue potential and those mostly likely to turn into customers. When your SDRs reach out to these specific prospects, they are guaranteed to be speaking to prospects whose pain points match your solutions. This significantly increases their chances of being successful on their outbound calls.
Identify Insights Before The Call
Another way to increase your SDR success rate, is to identify some specific insights about your prospects before picking up the phone. Gaining a deeper understanding of your prospects can give your SDRs a huge competitive edge. This means knowing far more than basic firmographics.
Knowing the technology stack of your prospects is an invaluable way for your SDRs to prepare for a call. The right technology intelligence can inform your team on what type of technology products their prospects are using, how much they are spending on these products, and when those products are up for renewal. With this information, your SDR’s outreach is no longer cold. Instead, it is informed and enables them to highlight their solution’s differentiation and precisely articulate how their product solves the prospect’s pain points. When your SDRs provide these highly relevant insights, their prospects are much more likely to stay on the call and say yes to a follow up appointment or demo.
If you’re an SDR, you have approximately 10 seconds to convince your prospect that you are worth talking to. Knowing your prospects’ tech stack beforehand prepares you to immediately make an impression by identifying their pain points and offering your value proposition at the start of the call.
Armed with this valuable technology intelligence, there are a few different ways you can persuade the prospect into wanting to learn more about your solution:
- Competitive Take Out: If the prospect is using competitor products, show how your solution addresses well-known pain points.
- Complementary Targeting: If the prospect is using a complementary product to yours, highlight how you can enhance their existing solution.
- Up-sell: If the prospect is using old or unsupported products, encourage them to upgrade or consider an alternative solution.
- Cross-sell: If you have a family of products, identify if the prospect would be a great fit for one of your other solutions.
- Opportunistic News Driven: A bad review on a competitor product or recent end-of-life notice is a great opportunity to call the companies considering a new solution.
When SDRs follow all of the aforementioned steps, they are no longer cold calling—they are providing their potential customers with a solution that they truly need. It is important for SDRs to emphasize this in their minds when reaching out to prospects. If they approach the call with confidence, knowing that they are helping their prospects, the people on the other end of the call will be much more likely to believe that the information and perspective they are receiving is valuable.
How HG Insights Can Help Fuel Your Prospecting Success
HG Insights offers a proven way to fuel your prospecting success with tech intelligence. Using account intelligence from HG Insights, you can analyze your top customers to better define your ICP, and target the accounts that have the highest propensity to buy. See how you can improve your win rates by: