The more relevant your sales message, the more likely a prospective customer is to buy in. It may sound simple, but remains true nonetheless. Of course, coming up with a sales message that is actually relevant to each individual prospect is more difficult in practice than it sounds in theory.

Difficult is not the same as impossible. Still, if you want to close more sales, consider a shift in technique toward relevance.

Approaching a Sales Pitch From the Prospect’s Perspective

Most sales agents, regardless of how well they’re trained, tend to revolve to a simple and easy to understand mistake: the make the sales call about the company. Rather than focusing on potential customers, they praise the product or service, highlighting its various features and uses.

The problem, of course, is not necessarily the message itself, but the timing of it. By the time your prospects are ready for the sales call, they probably already know about the product’s features; otherwise, they would not have become a lead. Now, they’re more interested in how the product can benefit them, and why they should sign up now.

In addition, and perhaps most crucially, an inward-focused message fails to account for the individual prospect’s perspective. While you can easily group potential customers according to common demographics and sources, each will come into the sale with a unique situation that should be addressed. Here, sales professionals can learn from account-based marketing, a preferred method especially by advanced B2B marketers in which each account gets its own marketing (and sales) strategy.

The Difficulties of Achieving Relevance in Practice

In theory, focusing your sales pitch on relevance sounds great. Simply use the information you have about each prospect for a more relevant and effective sales call. Reality, of course, is not nearly that simple.

Most importantly, both collecting and storing the type of information that would make for a relevance-focused sales pitch is difficult. If you don’t have the right software, you may have to refer to multiple platforms in order to gather all the information you need.

As a result, rather than using relevance to close more sales, you spend much more time preparing for each individual sales pitch and convert less prospects to customers. A focus on relevance, in other words, is only possible if you know how to quickly and efficiently both gather and collect all the information you need to account for each of your prospects. That’s where customer relationship management software enters the equation.

Using Your CRM to Increase Relevance and Drive More Sales

Imagine a software that helps you constantly collect information about your potential customers as they move through the sales funnel. From the pages they visit to the forms they fill out, you can easily track their interests and analyze that information to draw conclusions about their pain points and need for your product.

Then, imagine that this type of software is accessible for both your marketing and sales team. Each prospect profile can include references to marketing initiatives, which members of your sales team can pick up to improve their sales calls. Suddenly, achieving relevance for each individual customer is not nearly as daunting or difficult.

CRM software can be that catalyst for you. As its name suggest, a CRM platform is specifically designed to help you improve your customer relationships, which – as you might imagine – is only possible if you can provide relevant messaging that acknowledges and seeks to solve each prospect’s needs.

Of course, you need the right CRM software to truly achieve this goal of relevance. That’s where BigContacts comes in. To learn more about how our software can help you close more sales by increasing the relevance of your sales pitches, contact us.

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