How to drive sales pipeline results

Building a sales pipeline refers to the process of identifying, qualifying, and nurturing potential customers with the goal of converting them into paying customers. It is a way of visualizing and managing the sales process from initial contact to close.

The pipeline typically includes several stages, such as:

1. Prospecting: Identifying potential customers interested in the company’s products or services.
2. Qualifying: Assessing whether the potential customer is a good fit for the company, whether they have the budget and authority to buy, and whether they have a current need for the products or services being offered.
3. Nurturing: Building relationships and providing value to potential customers over time, through activities such as lead nurturing campaigns, email marketing, and webinars.
4. Closing: Securing the sale and finalizing the transaction with the customer.

Building a sales pipeline is vital for several reasons:

1. It allows for better forecasting and planning, as it provides visibility into the potential revenue that may be generated from different pipeline stages.
2. It helps to identify where the most promising opportunities are, so that sales resources can be focused on those areas.
3. It enables salespeople to prioritize their time and effort by focusing on the most promising leads and opportunities.
4. It helps to identify potential roadblocks and challenges early on, which can help to minimize potential delays and obstacles.
5. It enables the sales team to track progress and measure success by monitoring the progress of leads and opportunities through the different pipeline stages.

Building a sales pipeline is a key aspect of selling. It is essential for your to have a straightforward process in place for identifying, qualifying, and nurturing future customers to increase the chances of closing deals and achieving sales targets.

Three Keys to Success

There are three keys to building a thriving pipeline for your company

1. Clarity on your ideal client
2. Messages that grab their attention and interest
3. A Consistent method to get in front of the ideal client. We call that an outbound cadence.

Get Clarity on the Ideal Stakeholder Role

Get as focused and specific as possible about the targeted role – using the role profiles from this toolkit

You must have a solid understanding of the following:

• WHO has a problem that they are ACTIVELY looking to solve?
• Who is the likely and best role who will become a decisionmaker or a champion who will influence the decision or put you in direct contact with the person who can make the decision? You will need to get access to a natural person who has a real name and a real job to do.
• A way to lay to your strengths. The problem your ideal client is looking to solve should be something you are comfortable with. You will have to build up the experience, expertise, and demonstrable track record in this area to become a trusted resource to them.
• Who is your ideal client? Don’t wait to ‘get to them later’ when you’re ‘better prepared.’ There is no perfect time. Target your IDEAL stakeholder
• Example: My ideal stakeholder is a VP of Infrastructure manufacturing companies in the USA that have between 1,000 and 10,000 employees

Grab Their Attention

Grab their attention, be specific, and cut through the general messages others use.

What is the root-cause problem you’re trying to help them solve: the problem CAN NEVER BE “they don’t have a subscription with us.” That’s not their problem; that’s yours. How does your ideal stakeholder talk about their challenges and their issues? What is their definition of success? What is it they care most about? Focus on that.

Your messaging should be about the outcome, result, benefit, and value your ideal client wants most, NOT about your method, deliverables, and things you’re going to do. Focus on the results. Help them be successful. To do that, you probably have to make them aware that something new is even POSSIBLE.

Your message should include three key points:

1. Who your ideal stakeholder
2. What problem do you solve, and what outcome do they see as a result
3. Why should they choose you

Example: I have a system for mid-size printing companies’ sales teams to double their sales pipeline in 120 days and increase sales by at least 50% within six months.

Develop Your ‘Scripts’

people you know or have met before (See the “Leverage your network and database” section above) :

(1A) Hi X, it’s Michael Jones. It’s been a while, and I was thinking of you. How are you?

(catch up conversation, be genuine, look for ways to help them, and provide value in any form)

(1B) X, the reason I’m calling is that [I have a system for mid-size printing company’s sales teams to double their sales pipeline in 120 days and increase sales by at least 50% within six months] and I wondered if that’s something that your company might be interested in?

If they are interested, you say “Great…” and set a time to meet and go into more detail. If they aren’t interested right now, use the following:

X, thanks for letting me know. I’m guessing that your sales are growing well? (see how they respond). And if that’s the case, ask, “What is the main initiative or project that you’re working on or will be starting next? (this can help to find other opportunities). Then ask, “Do you know anyone working at a printing company that may be interested in a guaranteed way to grow their sales and pipeline?”

If they are a potential referral source and not ideal for client use:

X, the reason I’m calling is that [I have a system for mid-size printing company’s sales teams to double their sales pipeline in 120 days and increase sales by at least 50% within six months] and I wondered if you might know anyone working at a printing company that might be interested in growing their sales?

If you get voicemail, use this:

Hi X, it’s Michael Jones calling. It’s been a while, and I was thinking of you. I’d love to catch up and will send you a quick email.

I look forward to hearing from you.

Learn How to grow your sales with email marketing.

In your email to their use:

(3A) Hi X, I just left you a message. How are you? I was thinking of you today and would love to catch up and hear how you’re doing and what you’re working on. My main focus these days is helping mid-size printing company’s sales teams to double their sales pipeline in 120 days and increase sales by at least 50% within six months], not sure if that’s something your company might be interested in [or wondering if you know anyone working at a printing company that might be interested in growing their sales?].

I look forward to hearing from you.

When calling someone you just recently met or connected with on LinkedIn, use the same scripts as above, but start with:

(4A) Hi X, it’s Michael Jones, we recently joined on LinkedIn, and I’ve sent you [xyz guide, etc.]. How are you? Great, I just wanted to confirm you received it. [Then continue with (1B) script]

If you get voicemail, use this:

(4B) Hi X, it’s Michael Jones, we recently connected on LinkedIn, and I’ve sent you [xyz guide, etc.]. I just wanted to confirm you received it and to share with you [a system for mid-size printing companies’ sales teams to double their sales pipeline in 120 days and increase sales by at least 50% within six months]. I wondered if that’s something that your company might be interested in. I’ll send you a quick email and look forward to hearing from you. You can also reach me directly at 123-456-7890.

Then send them an email with a similar message to the above.

Follow Up Until they “Die or Buy.”

If they don’t reply to your message within days, call them back, use the same script (2A and 3A), and email again. Update the statement slightly as needed. If you don’t get a reply five days after the previous attempt, pick up the phone and make one final call. Leave a personal message like:

(5A) Hi X, it’s Michael Jones here. I just wanted to confirm that you’re getting my messages, as I haven’t heard back. I hope everything is okay. I’ll shoot you a quick text/email and look forward to hearing from you.

Follow a Consistent Prospecting Method (Outbound Cadence)

Reaping the rewards from your marketing becomes easy when you’ve planted the right seeds. How will you get in front of your ideal clients consistently? Prospecting is all about leverage, momentum, and consistency. Prospecting is often a marathon, not a sprint. The most successful salespeople stay on top of their prospecting and continue to work on, improve, optimize, and refine it over time to see the best results. What is the most direct path to consistently reach your ideal stakeholders? There are many paths you can take. We’ll guide you on the best one for your specific situation, as the path you focus on will depend on the maturity of your marketing and how robust your pipeline is. Here are three prospecting activities that work exceptionally well if done consistently and are optimized and refined actively throughout the process.

1. Leverage your network and database

a) Make a list of all possible referral sources who can introduce you to your ideal clients.

1. 1. Pick up the phone and call each one of these people. Ask how they are doing, catch up for a couple of minutes and then launch into your script (see below).
   2. If you don’t reach them, leave a voicemail using the script. (see below)
   3. Go through the follow-up process (see below)

b) Make another list of all past employers, vendors, suppliers, and clients, and do the same for any present ones.

2. Pick up the phone

USE THE PHONE and call each one of these people. Ask how they are doing, catch up for a couple of minutes and then launch into your script (see below).

1. 1. If you don’t reach them, leave a voicemail using the script. (see below)
   2. Go through the follow-up process (see below)

3. Make a list of ideal future clients

Think about those with that you don’t have a relationship yet, but would like to have one.

1. 1. Find them on LinkedIn and connect with them.
   2. If they accept your connection request, send them a valuable resource (an article you wrote, a case study, a video, a checklist, a guide, etc.)
   3. Regardless of whether or not they accept your connect request pick up the phone and call each one of these people. Launch into your script (see below).
   4. If you don’t reach them, leave a voicemail using the script. (see below)
   5. Go through the follow-up process (see below)

Nurture for the Long Term

Sometimes people aren’t ready to respond or buy. That’s okay; nurture them. After the initial two weeks of follow-up, switch to a nurturing sequence if you still haven’t received any response. Using your CRM to track your nurture and follow-up is vital. Once someone is in your nurturing phase, you should be sending them one of the following every 3-4 weeks:

• The article, video, guide, or another piece of content that we have created
• Share someone else’s content or news piece you think they’ll find relevant
• Call, email, or message “Hi X, it’s Michael Jones here; I was just thinking about you….”
• Send a letter in the mail
• Introduce them to someone or refer business or an opportunity to them
• Share or feature them on a podcast, interview, or article you’re creating
• Find any ways to provide value to them (think to Give, Give, Give)

Nurturing keeps you top of mind. As the weeks and months go on, your pipeline will get more significant, and more people will be in it, and that compounds to create more opportunities. Keep working on prospecting, follow up and nurture daily. The seeds you’re planting today will feed you for years as long as you continue to tend to them with love and care.

Become a Student of Timing & Frequency

Block off at least 1 hour a day, ideally 1.5 hours or more, from Monday to Friday, and spend that time doing your prospecting. Suppose that time is 10 am to 11 am. Start at 10 am working through the phone calls, emails, messages, etc., until 11 am. Don’t stop. Don’t take a break. Work with focus, diligence, and commitment. If you’re doing prospecting for more than one hour each day (highly recommended), take a break every 45mins to 1 hour for 10-15 mins.

Then get right back to it. Remember, the seeds you’re planning today are the ones that will not only ‘feed your family,’ they will create a thriving business for you that produces real wealth. It doesn’t matter how busy you think or feel; everyone can find 1hr+ each day to work on their prospecting. So put any excuses or fears you have aside. Everyone has them, but to achieve the potential you want in your business, you must do this and do it every day.

Find Contact Information

How do I find my ideal stakeholder prospects’ phone numbers and email addresses?

• To find email addresses, Once you connect with an ideal client on LinkedIn, you’ll see their email address in their profile.
• To find phone numbers, the best ways is to check the LinkedIn profile of the person you want to speak with, look at their location, call their company office at that location (Google to find that), and then either (a) use the dial by name directory or (b) reach the operator and say “Calling to speak with xxxx,” and they’ll put you through to their voicemail most often – which is fine, use the voicemail script.

Manage Follow-Up and CRM Activities using Salesforce.com and Outreach to manage your follow-up.

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