In my work helping B2B sales teams have more effective sales conversations I often find there is a reluctance to initiate proactive communication with prospects.
It’s what some sellers might shy away from because they don’t want to be ‘pushy’. But its not being pushy at all. That’s why I like to reframe those initial contacts or outreach activities as being ‘proactive’.
Because you certainly don’t want, or need, to be pushy.
When will customers need help with their buying decisions?
Fact is, prospects (clients or customers) recognise they need information and sometimes guidance to make their buying decisions.
Even for some routine re-buy situations there comes a time when the customer wants to check (i.e. be reassured) they are using the best product or service for their requirements.
And maybe something has changed with their incumbent suppliers or their internal processes. So they need to look around.
You never know when a prospect might be ready to make a change and buy from you.
That’s why it’s important to always be proactive – and maybe a bit assertive – to initiate and maintain contact with prospects.
But you’re not the only one they’re speaking to
Be aware your prospect will also be looking online and probably speaking to colleagues to find a solution.
So when you contact them you need to offer something of value that will help them. Aim to be someone they come to rely on.
The research shows that most buyers (73%) prefer email communication at this early stage of getting to know supplier capabilities.
Sopro State of Prospecting report
That’s not surprising. Most people prefer the control they have over managing and responding to an email rather than speaking with a supplier representative.
The aim is to be smart with your communications.
- Be brief
- Add value
- Offer a next step
- Be consistent
And most of all, be prepared and confident about how you can help. Know your value.
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If you’d like to explore how your B2B sales team in Sydney, Melbourne or Brisbane can improve their confidence and capability to win new business contact me now.
Data in graphic: Sopro State of Prospecting 2025 report