Before a single call is made or email is sent, you need to know who to target on an account level, but more importantly you need to know why you should reach out to this account. This may seem like business 101, but you’d be shocked how many companies don’t know who their true Ideal Customer Profile is until months/years into outreach. Outbound can be a great way to identify who your true ICP is, but you still need to have a basic idea before you start scaling your outreach with a value prop that matches up to your ICP Sales strategy.
Questions to Ask
From a best practices standpoint, it’s helpful to consider several criteria when you are piecing together a basic ICP. If you’re struggling to identify your ICP start with the following list of questions:
- Who was the last person you had a great conversation with?
- What type of company they were?
- Who had the shortest sales cycle?
- What client makes you the most money?
- What was important to them?
Areas To Cover
The next things to look at are:
- Industry – First things first, what industry lines up with your value proposition? Many companies will have a value prop that extends beyond 1 industry, so it’s important to not limit your scope to ONLY looking at a few industries but rather looking at your value prop and piecing in all industries that can be impacted.
- Region – Are you trying to prospect into companies within a specific region? Now’s the time to identify companies that fall within that space.
- Revenue – Is there a specific revenue threshold that would make a company NOT a good fit? It’s important to note that revenue is a fickle metric and there may be some great prospects that fall outside your targeted revenue range. We recommend setting a range that falls below/above what your ideal target revenue is.
- Employee Count – Much like revenue, employee count indicates a good fit. Especially if your product pricing is based on headcount. It is recommended to err on the side of broad rather than too narrow since employee count can change quickly or be manipulated to reflect something inaccurate.
Identify Your Buyer Role
Once you’ve nailed down the Ideal Customer Profile, the next step is identifying who within the company you should be reaching out to and also understanding why this person would benefit from your service/product. A typical B2B sale will almost always involve more than one person, with some sales involving up to 20 people at an enterprise level, so only targeting 1 person per account can leave a lot of potential on the table.
That said, looking at every person that CAN be involved in the sale can be daunting because the involvement will vary from company to company, which is why we’ve broken down these categories into 2 roles called the Target and the Influencer.
The Target is the decision-maker and the person you’d like to meet with the most. This will typically be the Director/VP at a larger company but may be a C-Level decision maker at a smaller company. The influencer is the person who might want your service/product but is either too senior to care or too junior to have a final say. The purpose of reaching out to the influencer is not to close with them, but rather get the door open and create either a champion or a referral.
Close More Deals and Make Fewer Calls
Prospecting is challenging for even the most experienced sales teams. Unanswered calls and emails are the norms. Expensive sales data lists often end up being a waste of time and resources. How can your team get more qualified leads and stop wasting energy on cold calls that go nowhere? The answer is improved sales data, with ReachMyICP. The ebs/Growth team is a group of sales data specialists, and our process helps you get more qualified conversions on your schedule. Ready to get started? Contact us today!