Time and investment should be made in a few areas to improve the chances that your sales campaigns will be successful.


1. Define the target audience

Having the ability to clearly define the target audience for a sales campaign is one important step usually overlooked. You will be better at generating leads if you are most effective in getting the campaign focused on the prospects who are the best fit in terms of having a need for your products as well as having the highest probability of moving forward.

Look into characteristics such as geography, industry, size, title, department, and the current environment when defining your target audience. The prospect’s current processes, systems, and agreements in the areas in which your products and services impact them are their current environment.


2. Build a good list

Once the characteristics of our target prospect are defined, we can utilize that information to build the attack list for the campaign. Many different sources are available for building your attack list. Pulling the list from your existing database of customers and prospects or using external resources to produce your lists are two optimal sources.


3. Multi-touch approach

Making your sales campaign multi-touch in terms of how you communicate to the target prospects is one of the best ways to improve and drive results. You want to reach out to your prospects with multiple attempts and different forms of communication, which greatly improves the chances that your message gets delivered.

Hitting your prospect with an email, a cold call, and a piece of direct mail is an example of a multi-touch approach. Having those scheduled to contact a prospect in a particular order with a specific amount of time in between is key.

This works well because you’re hitting the prospect multiple times to reinforce your attempts to connect. Also, many prospects have preferences in terms of a particular way in which they like to communicate. By using the multi-touch approach in sales campaigns, it increases the chances of connecting with them in the manner that has the best potential for them to respond.


4. Sales messaging

Fine-tuned and effective sales messaging is found at the core of a good sales campaign. There’s always room for improvement in the area of sales messaging because we can always find more optimal ways to get the prospect’s attention.

A good place to start is to look at your messaging to determine if you’re focused more on products and features or on value and the prospect’s needs. Commonly, the prospect cares primarily about their problems and desires. The more you focus and connect with that in your sales campaigns, increases your probability of getting their attention.

SalesScripter provides a sales script development tool that helps businesses to create successful sales campaigns.