In the midst of all the call quotas, meeting goals and closed business salespeople have to manage, it’s easy to hope we remember to mention new products or services we have available. Multi-tasking account management, prospecting for new leads and educating prospects on new ways we can help almost guarantees those new products and services go unused.
Why is it critical that we not let new products and services drop on our priority lists?
Our prospects’ worlds are changing at a rapid pace, and they’re looking for providers who can help them move into the future and avoid pitfalls along the way. Our newest products and services are perfect in helping them to do that if our prospects know those products and services even exist!
When we sat down with Jeremy Krug, he revealed why he ensures his salespeople are building cadenced outreach campaigns for new products and services and how it helps them remove hope from their sales strategy.
Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.
T – Trigger: Why is it critical to have a trigger for standing up a campaign for our newest products and services? Without it, we’ll never know to launch our outreach tasks on specific prospects who most need the new products and services we’re selling. Jeremy shared with us that his most recent campaign was created because of the release of a new product that would save his prospects more than half of what they were paying previously – making it a top priority for his salespeople to let prospects know about.
R – Repeatable: The reason making a new products and services campaign repeatable is important is that we don’t want to try and remember the outreach steps, messaging or cadence across each of the prospects who need to know about it. Doing so would be re-inventing the wheel every time and limit the number of prospects we can offer our new products and services to.
Jeremy and his team established a campaign in his CRM specifically for the type of prospect that would benefit from his company’s new product. When a prospect responded, it ‘tagged’ salespeople for follow-up with that prospect for a deeper conversation.
I – Improvable: If we simply create a new campaign and let it run without looking at where we can improve it, results will quickly deteriorate. This is why it is critical that each campaign have goals that generate movement within our pipelines, span outreach methods like email, phone and social media, and of course educate our prospects about how our new products and services can save them time and money and of course, gain an advantage over competitors.
Jeremy shared with us that when we reach out as part of a campaign, it’s critical that salespeople identify some massive problems that prospects may not even know about and educate them about how that problem impacts their business and of course, how the salesperson can help.
M – Measurable: If we don’t measure results, we won’t know if a campaign is working. Jeremy said his salespeople track inbound responses to the campaign’s outreach tasks. Additionally, it’s possible to dive deeper in measuring the effect of a campaign by measuring adherence – are our salespeople using the outreach tasks agreed to, and are they targeting the right people within their prospects’ organization?