ValueSelling-B2B营销挑战调查（英文）-2018.12-23页

B2B Prospecting Challenges Summary

Core Content

This report provides an in-depth analysis of the challenges and best practices in B2B sales prospecting, based on a survey of 160 sales professionals conducted in the Summer of 2018 by Selling Power on behalf of ValueSelling Associates. The goal of the survey was to identify the difficulties sales reps face in securing initial meetings and to recommend strategies for improving their prospecting effectiveness.

Key Takeaways

• Prospecting is challenging: Over 40% of salespeople find prospecting the most difficult part of their job.
• Reaching the prospect is the top challenge: 59% of respondents identified getting a response as the biggest challenge, followed by access to the decision maker and finding the right contact.
• Client referrals are the most effective method: 77% of respondents consider client referrals as the most effective way to reach new prospects.
• Cold calls are still valuable: Despite being seen as less effective, 46% of respondents still believe cold calls are effective, though only 25% of average reps are marked as poor in consistently making cold calls.
• Skills are crucial: The three most important skills for connecting with new prospects are:
  • Conducting research to identify decision-makers
  • Getting an introduction via referral
  • Face-to-face networking
• Training is essential: Only 44% of organizations provide training more than twice a year, and 28% use a "one and done" approach.
• Time investment is low: Only 18% of sales reps spend nine hours or more on prospecting each week, while 41% of reps report spending more than nine hours.
• Metrics and measurement are important: Measuring performance through both leading and lagging indicators helps improve accountability and focus on key activities.
• Consistency and persistence are key: Sales reps need to maintain a consistent and persistent outreach strategy across multiple channels to build mindshare and increase the chances of securing meetings.

Main Challenges in Prospecting

• Being organized and consistent: 60% of respondents cited this as a major challenge.
• Giving up too easily when cold calling: 53% of respondents noted this as a challenge.
• Fear of making calls: 48% of respondents reported this as a challenge.
• Finding and accessing the right decision maker: 42% of respondents identified this as a challenge.
• Unskilled use of social media for prospecting: 38% of respondents noted this as a challenge.

Skills Required for Effective Prospecting

• Researching prospects: 63% of respondents identified this as the most important skill.
• Getting an introduction via referral: 61% of respondents considered this crucial.
• Face-to-face networking: 48% of respondents found this important.
• Leveraging content to establish credibility: 35% of respondents viewed this as important.
• Social networking: 32% of respondents rated this as important.

Training and Development

• Training frequency: 44% of organizations provide training more than twice a year.
• Repetition is key: Sales reps need repeated, incremental training to improve prospecting skills.
• Continuous learning: Leading organizations are moving towards continuous learning environments rather than one-time training sessions.

Time Spent on Prospecting

• Average time spent: Only 18% of reps spend more than 9 hours per week on prospecting.
• Self-reported time: 41% of reps report spending more than 9 hours per week.
• Recommended time: ValueSelling Associates suggests spending 2 hours per day or 10 hours per week on proactive prospecting.

Recommendations for Effective Prospecting

• Use a multi-channel approach: Combining phone, email, social media, events, and networking increases the likelihood of engaging prospects.
• Implement "respectful persistence": Consistent yet not intrusive outreach helps maintain interest and keeps opportunities "warm."
• Focus on business acumen: Sales reps should demonstrate understanding of the prospect's business to build credibility and engagement.
• Set quotas for initial meetings: 38% of sales reps have a quota for initial meetings, but only 21% of respondents themselves have such a quota.
• Adopt a common language and methodology: This helps in aligning the sales team and improving overall performance and productivity.

Conclusion

The survey highlights the importance of consistent, persistent, and well-planned prospecting in B2B sales. It underscores the need for ongoing training, the use of a multi-channel approach, and the importance of measuring and rewarding effective prospecting behaviors. By focusing on these areas, sales organizations can improve their ability to secure initial meetings, increase the quantity and quality of leads, and ultimately drive more revenue.