Getting the right customers is by far the best way to run a business. When you have the right people in your business, it all just works so much better. You might not think of your customers as being ‘in’ your business, but, in many respects, they are.
Your customers are an incredibly important part of your business, and you’ll spend a lot of time with them and working for them, so it makes sense to ensure that they’re the right fit for you.
With that in mind, being clear on who your ideal customers are is important. Knowing and having your customer avatar really nailed and refined should be high on your priorities if they’re not already.
Once you decide whom or at least what types of customers you’re looking for, you’ll be able to search for them. We knew this when we started our business, but we quickly realised that looking for customers is really time-consuming and not always that successful.
Trawling the Internet, networking at meetings, buying data – it all just seemed a little bit hit and miss. How many times have you tried cold-calling, for example? Or tried to gather a mailing list for a really specific marketing campaign?
We live in a data-rich environment. We live in a world where more data was created in the last two years than in all the years before it. It makes sense if you’re in business or sales to use this data.
And the great thing about data is that it’s readily available.
So, we had a thought…
What if we could search in one place for a niche or category of business and get in return details and data about those businesses in the area? Why couldn’t we return contact details, addresses, phone numbers and even social media links?
Then we created Sales Radar. Now you can search through the contact details of millions of businesses and get the contact details you need to start working on your sales relationships.
Let’s look at why this is so important for your business and how you can use the information that Sales Radar gives you.
Firstly, here’s what a simple search on Sales Radar will give you.
Let’s say you search for marketing companies in Birmingham.
You’ll get a lot of results back, but here’s how each company is broken down for you.
- Company name
- Number of employees
- Phone number
- Year founded
- Bio about the company
- Social media links
- Contact details for individual employees
You’ll have a lot to work through, but with the right focus, you’ll get a really good base to work from.
Let’s break down the process and give you a few examples of how you can use Sales Radar in your campaigns.
Company name – Although you’ll get some great information from Sales Radar, a quick Google search of the company name will pull up more information to work with. Maybe the company has won an award or been given some funding. You could check their online presence and any news stories they’ve been involved in. All this will give you a good overview of the company and of course help you to see if they’re a good fit.
Website – A good company website will give you loads of content and information to work on – maybe a team page or a blog. Subscribe to their emails or simply read more about them. When you’re going to approach a company to sell to or work with them, you’re better informed than not.
Number of employees – On the face of it, this is just a vanity metric, but let’s use a little example to show you how the number of staff could help your campaign and search. For argument’s sake, let’s say that you’re an accounts training company and you offer this service in-house. It would make sense for you to have a minimum number to train, and you could simply rule out a whole chunk of your search from the results that Sales Radar gives you.
Moving on from this, you could place the small companies into a different ‘Audience’ and target them with one-to-one training instead. Being more targeted with your approach in your sales calls or marketing is a far more lucrative way to work.
Phone number – Pretty obvious? Well, not necessarily. Of course, you could go straight in and call the main phone number for the business, but that’s not the most intelligent way to go about it. Another way would be to google the phone number. You’ll gain a load more listings on the Internet and again get some great research on the company for you to use in your follow-up or first contact.
Address – The postman is underused in this digital age. How great did you feel the last time you got a parcel? Remember? Or was it so long ago? You could start your marketing campaign to these new potential customers with some lumpy mail. Then, add them to a specific ‘Audience’ in Sales Radar and schedule follow-up calls to see if they got it. The more exciting and abstract the better here – as long as it’s in line with your business and your marketing message, of course.
Year founded – Maybe your service or product is only suited to new businesses. You could instantly discredit established businesses here or create several ‘Audiences’ and target them slightly differently.
Bio – The bio will give you some really useful content to work from right from Sales Radar, and when you add the companies to an ‘Audience’ or into your Sales Radar account, it will pull all this information across. This means that next time you’re in need of a quick reminder about them before a meeting or during a surprise call from them, you’ll be on the ball!
Social media links – Social media is a brilliant place to look before you engage with a company. You can get a good feel for their current status and what they’re interested in and can find content to start up a conversation with them. The LinkedIn link that Sales Radar will give you is for the company page, if they have one. Many company profiles will have links to the employees, and you’re then able to connect personally with the very people at the company whom you need to start a conversation with!
Contact details for individual employees – And, of course, if the results give you individuals’ emails, you’ll have more chance of reaching the very person you’re trying to contact. Send them a personal parcel, follow up over email and then call them. All of that can be scheduled in Sales Radar to help you to stay on top of hundreds of similar sales conversations.
Getting to the right people with the right message and setting a system to follow up with timely and personal messages are now so much easier.
In a world of data, it makes sense to use this data in your sales and marketing, and it makes sense to be targeted and personal too.
Create and establish your customer avatar and then search for it on Sales Radar. Create a simple but relevant system of marketing, sales and follow-ups to really grow your sales leads and customers.