A Story From the Front Lines of B2B Lead Generation: Construction
In B2B sales, lead nurturing is an extremely effective way to convert more leads into sales. Developing relationships with prospects through every stage of the sales funnel is what has helped our B2B sales representatives at Abstrakt get so many opportunities for our client partners. When a lead is nurtured the right way, these appointments turn into huge revenue-generating opportunities for our partners.
While lead nurturing is an effective way to schedule more appointments and increase your close rate, it’s not always necessary. This is the story of a construction client of ours who didn’t require much nurturing; it just so happened that they had an immediate need. It may seem like luck, but this story actually proves a big point (and something that we here at Abstrakt have always known to be true):
The right target + the right timing + the right message = a closed deal.
It’s quite simple, actually, and many B2B sales reps underestimate the power of aligning these three things to close more deals. This success story about our construction client will show why even the deals that see perfect and lucky require hard work and an effective process.
A Perfect Opportunity Because of a Perfect Process
A commercial construction company that we partner with at Abstrakt Marketing Group recently closed a deal for $150,000 after only three attempts of calling the prospect.
On January 10th, 2020, our B2B sales rep attempted to contact the prospect for the first time. There was no answer, but we were able to identify the key decision-maker (KDM). At first, we just attempted to call the company, but once we heard the voicemail of the mailbox we were directed to, we now had the name of our contact.
On February 4th, 2020, we attempted to contact the KDM again. No answer.
The next day on February 5th, 2020, we attempted to contact the KDM again. This time, we spoke with our point of contact and received some great news. There was an immediate need for construction work. Our contact, the Maintenance Director at a manufacturing company, explained that they are currently taking bids for a re-roof project and will stop taking bids on Friday, February 7th. The building they were looking to re-roof is 238k square feet and the current material was black membrane. They wanted to finish up the project by the end of Q2. The roof is well past its lifetime, and he was able to give us a lot of detail about the work they were looking to get done.
This was definitely a qualified lead based on the specifics the KDM provided us. They met all criteria that our construction client had laid out for us. So, we scheduled an appointment for Friday, February 7th at 9 am. Our main point of contact at the construction company met on-site with the Maintenance Manager that Friday. Our client ended up winning a $150,000 contract for concrete work and we have a chance to win a $1.1M bid for a re-roof (still in the works).
This isn’t your typical B2B lead generation success story about how a prospect was nurtured for months and months on end before a deal was closed. Setting this appointment didn’t require tons of persistence, long hours, and dozens of phone calls. However, our dedicated B2B sales rep still got the job done, and there’s still an important message to take away from this story.
Here’s why we were able to close this deal so quickly (spoiler alert: it wasn’t just luck):
The right time
An important part of B2B appointment setting is catching targets at the right time. If a prospect isn’t currently looking to buy a product or switch providers, you’re going to have a hard time setting an appointment and an even harder time closing a sale. This is why most leads need to be nurtured. It not only helps you to build stronger relationships with prospects, but it also gives you a better chance that you’ll eventually hit the target when it’s the right time for them to buy. Lead nurturing never stops; and if you’re good at it, you can close more sales (even with the more difficult prospects who, at one time, seemed impossible to crack).
Sure, most leads need to be nurtured. But like with anything, there are always a few outliers. There are those rare times where the prospect has an immediate need and you schedule an appointment the first time you speak with a decision-maker. In these instances, it was the right time. Your prospect just so happened to currently have a need for your product or service.
Seems like luck, huh? Well, not exactly. Yes, we were lucky to schedule an appointment that resulted in a deal so quickly, but there’s a reason it worked out that way. It’s because we also used the right messaging and found the right targets who met the construction client’s unique qualifiers. Read on to learn more about why this is so important.
The right message
Timing is important, but it’s not the only thing you should be worried about in B2B sales. If your messaging is off, it doesn’t matter if it’s the perfect time, the prospect will move on to a better option. Make sure you provide relevant information to the prospect in a way that is clear and to the point. In terms of messaging, there are two groups of people you should worry about:
Your B2B sales reps should be trained on how to pitch, respond to common objections, and answer questions about your product or service
You should have a team of creative writers who can craft unique and effective messaging for emails, landing pages, and other marketing materials
Once you get your messaging down, you can wow a prospect every time you speak with them. Even if it’s not the right time, this is a great way to start building a foundation for a great relationship.
The right target
For this success story, in particular, having the right target was probably the most important part of the trifecta. It was also the part that highlights an important aspect of B2B sales: prospecting. Prospecting is such an important part of B2B sales. The most successful sales programs include at least one dedicated person who spends 100% of their tie prospecting. Why? Because the more diligent you are with prospecting, the more qualified your leads will be. One reason we were able to close a deal so quickly for our construction client was that we made a list of qualified prospects who were a great fit for our construction partner.
We were able to close this deal so quickly because we had the right target, timing, and message and didn’t have to nurture as much. Our B2B lead generation experts know that these three ingredients are the recipe for success when it comes to B2B appointment setting.
Hitting the right target with the right message at the right time was what helped us close this deal for our construction client. When you have those three things right, you’ll close a deal every time. These are the three key components to closing a deal in B2B sales. This success story highlights how important it is to have the three components aligned.
Are you struggling to find the right targets?
Abstrakt Marketing Group’s prospecting process helps you get in contact with qualified leads in your target market. Are you struggling with your messaging? Our skilled B2B sales reps and talented copywriters craft unique messaging to help you close more deals. Does it seem like you can never hit targets at the right time? Our lead nurturing process ensures that you hit your targets when it’s the right time for them to buy.
Ready to close more deals with a B2B lead generation process that works? Contact Abstrakt Marketing Group today to learn more about our process and how we can help your business.