Account-based strategies have exploded in popularity in the past year, and for good reason. Effective selling is all about being hyper-personalized and providing real value, and an account-based approach has both of those facets in spades.

But breaking into an account can take time and patience. No matter how targeted and qualified an account is, you’ll almost never connect with a decision maker on the first try. You need to have the right platform and strategy in place to engage with the right people and move an account forward. From prospecting multiple contacts at the account to coordinating your efforts with marketing, we’ve identified a few key actions that can help you penetrate a target account and gain the traction you need to make the sale.

In this edition of SalesLoft’s Sales Tips, join Will Clarke, sales development rep, as he breaks down his strategy and best tips for getting engagement from your targeted accounts.

Transcript

Hey everyone, Will Clarke here with SalesLoft and today I just wanted to take a few minutes out of your day and share a few tips and tricks on how we are actively engaging with our prospects and breaking into these new target accounts. So, the introduction of live call coaching has been one that’s a real game changer for us here at SalesLoft. Just a couple weeks back I was on a call with a prospect of mine and he just so happened to be trialing a competitor of ours at the moment, and it was one that I had not yet come across in my time here. A teammate of mine was actually utilizing Live Call Studio and listening in on the other end and was able to whisper into my ear, you know, just give me a few insights into this competitor what they had to offer, you know, versus what we had to offer. As a result I was able to tailor the rest of my message specifically to this prospect’s needs based on what he had given me, and you know, ended up in scheduling an opportunity for an account exec of ours. And another thing that comes to mind has been, you know, the execution of account-specific content. You know, as SDRs we are engaging with these prospects everyday in the office, so we have teamed up with our marketing department to create specific content tailored exactly to them, you know, their needs that we have uncovered, and it really just takes that personalization to a next level, allowing them to realize that you have their best interest at heart, and are doing whatever it takes to win their business, so you can serve them. And the final thing I want to speak on may sound simple but really, you know, working the appropriate number of contacts within an account. You know, in sales we get told no a lot and it is very easy to get discouraged and want to move on, but since you firmly believe that you have that client’s or that prospect’s best interest at heart, it is very important to exhaust all opportunities and not move on even when you may feel that you want to. You know, just recently I was working an account where I believe I got up to six, maybe even seven contacts before I was able to finally break through the ice, generate that initial conversation, and as a result schedule an opportunity for our team. And so, thank you for taking a few minutes out of your day to learn a little bit more on how we have been actively engaging with our prospects. Feel free to comment below, share on your feedback and you know, if you’ve had a, you know, particular way that you’ve been able to break the ice with an account, we’d love to hear what you guys are doing out there. Thanks very much. Have a great day.

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