In the competitive world of sales, it often takes multiple touches or contacts with a prospective buyer before a sale is made, and this can create a lengthy sales process and increase costs for VARs. Identifying and attracting potential buyers who are already close to making a buying decision can save time and reduce costs for sellers.
Clients who fit this profile typically have a specific problem they are trying to solve and have a basic idea of what products or services are available to help them reach their goals. They may even know the vendors and VARs who can offer them the products or services they need. In essence, they are ready to sign on the dotted line and likely won’t require the extended sales process that it takes to bring a cold-call client to a final sale.
What are the best ways to find and attract these high-value clients?
In this day of digital information and social media, the channels for reaching potential clients are more expansive than ever. Consider one or more of the following strategies to help bring interested buyers to the table.
Events. Develop an informational webinar or in-person event for the targeted buyer group. Sellers sometimes shy away from these type of events because they require planning, coordination, and resources. However, if done right, the events allow the VAR to bring willing clients in the door by offering something of value to them — information.
Digital Media. The Internet offers endless avenues to reach prospective buyers who are doing research on the products and services they need. A VAR might consider publishing an electronic newsletter that, like events, draws in potential buyers by offering useful information. A blog offers a different format, but serves a similar function.
Social Networks. Sellers should also make use of social media outlets. These sites offer a free or low-cost method to attract potential buyers in an interactive and more casual format. Social media allows for some creativity in how the VAR’s message is presented and how they engage with potential clients.
Personal Contact. Reaching out via personal channels also builds relationships with new and existing prospects. A phone call or personalized email can make clients feel valued and important. It helps the VAR remain top of mind when the prospect is ready to make a buying decision, as well.
Sometimes reaching the right potential clients can be better than reaching the most potential clients. Cold-calling strategies might bring in a greater number of potential buyers for VARs, but a large percentage of those potential buyers will fade away before a sale is made.
Employing one or more of these techniques can help the VAR attract high-value clients who are likely to make a decision on a product or service soon. Focusing efforts on these prospective buyers can yield substantial benefits in terms of time and money saved.
Contact eXemplify today to learn more about bringing the right clients to the table.