Mastering Sales Prospecting: The Ultimate Guide to Finding and Converting Leads in Commercial Services

Introduction

Time is your most precious commodity- team bandwidth is a close second. Whether you’re selling generators, cleaning commercial buildings, or installing solar panels to help improve energy efficiency, the success of your team hinges on your ability to connect with the right prospects at the right time to close deals.

This is where strategic sales prospecting can be a game changer. In this article, we’re going to do a deep dive into sales prospecting. We’ll cover:

1. The most effective sales prospecting processes…
2. How prospecting has evolved…
3. We’ll give you the tools to get in touch with buyers, faster…
4. Show you where to find the right buyers at the right time…
5. And, cover some of the AI and automation tools to help you win deals faster!

So, let’s dive in.

Understanding Sales Prospecting

Before we get into the topic, let’s define sales prospecting so we’re all on the “same page.” Sales prospecting is the systematic process of identifying and engaging potential customers for your services.

Think about sales prospecting as the “research phase” that arms your sales teams with the information they need to tailor outreach messaging and identify prospective leads that are more likely to convert.

At its core, sales prospecting is about creating opportunities.

It’s a healthy balance of art (personalization in outreach) and science (data-driven approaches). The “art” lies in understanding the needs of businesses, identifying their pain points, and positioning your company as the ideal solution in your outreach. The “science” lies in finding the right data, at the right time, and delivering the right solution.

In commercial and industrial services, this often involves pinpointing buildings or facilities that require your products and expertise and creating a compelling case for them to choose your company over the competition.

The Evolution of Sales Prospecting

Prospecting has changed dramatically over the last decade due to rapid innovations in the tools and tech available.

Gone are the days of blindly cold calling from a phonebook or knocking on random office doors. This approach made use of the technology available at the time but is far less efficient than what’s possible today.

Modern prospecting is data-driven, targeted, and efficient. Today’s sales professionals can leverage technology for lightning-fast research, using tools that automate tasks and boost productivity. Sales prospecting tools like Convex, LinkedIn Sales Navigator, ZoomInfo, CoStar, and Apollo all offer massive increases in efficiency compared to traditional sales methods by leveraging technology that was previously unimaginable.For instance, Convex’s property intelligence software can now tell you not just the address of a building, but details about its HVAC system, when the building last pulled a relevant permit (re: roofing, solar, HVAC, etc.), and you could even then predict when it might need maintenance. Using best-in-class data integrations from multiple sources, Convex transforms data into actionable insights and sales opportunities at a scale.

Why Sales Prospecting Matters

1. Time Efficiency: Did you know that salespeople spend about 21% of their time on lead research? That’s 8.4 hours in a 40-hour week not spent on actual selling. Effective sales prospecting techniques and tools are critical for reclaiming this time, allowing your team to focus on what they do best: closing deals.
2. Targeted Approach: With today’s modern buyer signals, instead of casting a wide net, you can focus on prospects who are most likely to need your services. This isn’t just about saving time; it’s about improving the quality of your interactions. When you reach out to a business that genuinely needs your services, you’re not selling – you’re solving a problem.
3. Increased Conversion Rates: By reaching out to the right prospects at the right time, you significantly improve your chances of closing deals. Imagine knowing that a building’s elevator is due for maintenance before the property manager even realizes it and your outreach is tailored specifically to their future needs – That’s the power of effective prospecting tools.
4. Competitive Edge: In the crowded industrial services market, the company that reaches a prospect first often has the advantage. Effective prospecting ensures you’re not just first, but that you’re also the most relevant solution.
5. Cost-Effective Growth: While marketing campaigns have their place, targeted prospecting often provides a higher return on investment. In other words – you’re not paying to reach thousands of people who may never need your services; you’re investing directly in communicating with buyers who are far more likely to become clients.
   

The Sales Prospecting Process: A Streamlined Approach

Let’s break down the sales prospecting process into manageable steps, tailored for the industrial services sector. Warning, this section will be a detailed breakdown of each step in the prospecting process. If you already have a process in place that’s netting great deals, you can skip to the next section.

Gathering New Leads

The foundation of effective prospecting is having a robust pool of potential clients. But, in the industrial services sector, not all leads are created equal. Here’s how to gather high-quality leads:

• Use Property Intelligence: The most powerful first step to finding the right prospects is accessing the right data. For this, leverage software that provides detailed information about commercial properties in your service area. Look for data points relevant to your services, such as building age, size, installed systems, and regularly updated point of contact information.
• Focus on Relevant Sectors: If you’re in commercial HVAC, for instance, prioritize office buildings, shopping centers, and industrial facilities.  Find ways to segment the total market for the building types or specs that you most confidently sell to.
• Utilize Public Records: If you’re on a tight budget and can’t afford to spend on property intelligence, many cities have open databases of building permits and inspections. These can be goldmines for identifying properties that might need your services soon. Note: this will take far more time – and won’t offer buying signals and other data that can drive an effective sales strategy.
• Network Strategically: This is a free (or a very low-cost way) of building industry relationships that can lead to deals. Attend industry events, join professional associations, and engage with online communities where your potential clients might be present.
• Implement a Referral System: Encourage your current clients to refer you to other businesses. In the B2B world, word-of-mouth remains an extremely powerful tool.
• Target Potential Buyers: Focus on identifying and engaging with potential buyers who may not yet be aware of how your services can help them. Nurture these prospects through personalized and targeted marketing, email, cold calling, and outreach efforts.

Qualify Leads Through Research

Not all leads will be a good fit for your services. Qualification is about separating “the wheat from the chaff:”

• Leverage Data Integration: Use a platform that integrates multiple data sources to give you a 360-degree view of a potential client. This might include financial information, service history, and current providers.
• Look for relevant Buying Signals: What primary factors tell you a company is ready to buy? Is the company expanding? Have they recently posted job openings related to facility management? Are they searching for a specific key term that’s relevant to your services? These could indicate an immediate need for your services.
• Assess Decision-Making Structure: Understand who makes the purchasing decisions for your type of service. In larger organizations, this might involve multiple stakeholders.
• Evaluate Budget Fit: While exact budget information might not be available, you can often infer a company’s spending capacity based on 
• Consider Geographical Fit: Ensure the prospect is within your service area. For some industrial services, proximity can be a crucial factor.

Outreach and Discovery

Now that you’ve identified and qualified your leads, it’s time to make contact:

• Plan Efficient Routes: If you’re doing in-person visits, use route planning software to optimize your travel time. This is especially crucial for field-based sales teams.
• Utilize Multi-Channel Approach: Don’t rely solely on one method of contact. Use a mix of phone calls, emails, social media outreach, and in-person visits as appropriate.
• Personalize Your Approach: Use the information you’ve gathered to tailor your outreach. If you know a building recently installed a new HVAC system, for instance, your pitch might focus on maintenance services.
• Ask Discovery Questions: When you make contact, don’t jump straight into your sales pitch. Ask questions to understand their current situation, pain points, and needs.
• Be Prepared with Value Propositions: Have ready answers for how your services can address common pain points in your industry. For a cleaning service, this might be how you can improve employee productivity through a cleaner work environment.

Educate Prospects on Your Services

Once you’ve made initial contact and understood the prospect’s needs, it’s time to showcase your value:

• Tailor Your Pitch: Use the information gathered during discovery to customize your presentation. Show how your services directly address their specific challenges.
• Use Case Studies: Prepare case studies from similar businesses or buildings where your services made a significant impact. Concrete examples are powerful persuaders.
• Offer a Site Survey or Audit: For many industrial services, an on-site evaluation can be a powerful sales tool. It allows you to demonstrate your expertise and provide a customized solution.
• Leverage Visual Aids: Use graphs, charts, or even augmented reality tools to help prospects visualize the benefits of your services.
• Address Objections Proactively: Based on your experience, you likely know the common objections in your industry. Prepare thoughtful responses to these in advance.

Move Prospects Through Your Sales Process

The journey doesn’t end with the first conversation. Moving prospects through your sales funnel requires persistence and strategy:

• Track Interactions: Use a CRM system to log every interaction, ensuring no prospect falls through the cracks.
• Follow Up Consistently: Remember, it takes an average of 6 calls to convert a lead. Develop a follow-up schedule and stick to it.
• Provide Value at Every Touchpoint: Each interaction should offer something of value, whether it’s industry insights, helpful tips, or relevant news.
• Use Trigger Events: Set up alerts for events that might make your services more relevant, such as extreme weather for HVAC companies or local crime spikes for security services.
• Nurture Long-Term Prospects: Not every lead will be ready to buy immediately. Develop a nurturing strategy for longer-term prospects to keep your company top-of-mind.

Effective Sales Prospecting Techniques and Tips for Industrial Services

Once you have an effective prospecting process in place, how do you put it to work to increase opportunities and close deals? This is where outreach is key.

Sales outreach is an art- there’s no doubt about that, but today’s tools and technology make it 100 times easier.

• Generative AI can create outreach messaging, prepare salespeople for calls, and even help with data analysis.
• Buyer signals can help teams reach the right people at the right time.
• And, property intelligence maps can help salespeople plan routes and strategically approach “drop-ins” and face-to-face interactions.

However, one thing that’s remained constant is the need for high-quality, targeted outreach. With spam filtering and caller ID on the rise, it’s more important than ever to personalize your outreach efforts and provide value at every touchpoint. There are only 2- 3 ways to reach a prospective client. Through social channels, by email, or by phone.

Here are some impactful prospecting tactics for each channel:

1. Cold Calling: Still Relevant in the Digital Age

Despite the rise of digital communication, cold calling remains a valuable tool in the industrial services sector. According to our own internal research, 6 is the magic number. It takes 6 calls (on average) to convert a lead, and the majority of sales reps give up after just 1- 2 attempts. Don’t be afraid to pick up the phone and make that initial contact.

Here’s how to make it effective:

• Research Before You Dial: Use property intelligence solutions like Convex to understand the prospect’s potential needs before you call.
• Script Smartly: Develop a flexible script that allows for personalization based on the prospect’s situation.
• Focus on Value: Instead of pushing for a sale, focus on offering valuable insights or a free assessment.
• Use AI Call Assistance: Leverage technology that can provide real-time prompts and information during calls.
• Follow Up with an Email: Always send a follow-up email summarizing key points of the conversation.

2. Email Outreach: Crafting Messages that Get Opened

Email remains a powerful tool for B2B communication. In fact, statistics show that email has a 40:1 ROI – if it’s “done right.” Here’s how to make your emails stand out:

• Personalize Subject Lines: Use the prospect’s name or company in the subject line to increase open rates.
• Keep it Concise: Business owners and facility managers are busy. Get to the point quickly.
• Use AI for Personalization: Leverage AI tools to create highly targeted, personalized emails at scale.
• Include a Clear CTA: Whether it’s scheduling a call or requesting a site visit, make the next step clear.
• A/B Test Your Emails: Continuously refine your approach by testing different subject lines, content, and CTAs.

3. Social Media Messaging: A Tool for Relationship Building

Social media can be a valuable tool for building relationships and establishing credibility in the industrial services industry- especially on LinkedIn. Here’s how to make it work for you:

• Keep it Professional: Create a separate social media account specifically for business communications – this could be a LinkedIn Company listing or a Facebook Business page.
• Connect with Industry Leaders: Follow and engage with influential leaders in your industry to expand your reach.
• Share Valuable Content: Use social media as a platform to share industry insights, helpful tips, and company updates – this will build your audience and help you create trust and rapport in the marketplace.
• Utilize Groups: Join relevant groups on LinkedIn or Facebook to connect with potential prospects and build relationships within your industry.

Advanced Strategies for Success

If you’ve implemented tactics like the ones above, you’re already elite. But, some advanced strategies can help you become world-class. Consider these advanced strategies to take your sales prospecting to the next level:

1. Leverage Property Intelligence

Property intelligence goes beyond basic contact information. It provides insights into the very buildings and systems you service. Here’s how to use it effectively:

• Identify Properties with Relevant Assets: If you’re an HVAC company, focus on buildings with aging systems. For security services, look at properties in areas with changing crime rates.
• Predict Service Needs: Use data on building age and typical equipment lifespans to predict when a property might need your services.
• Understand Ownership Structures: Know whether you’re dealing with an owner-occupied building or a property management company to tailor your approach.
• Track Property Changes: Be alerted when decision-makers change jobs and when properties change hands or undergo renovations, as these are often triggers for new service contracts.
• Educate Prospects: Use property intelligence to educate prospects about the benefits of your product or service, ensuring they understand how it meets their specific needs. This can be through email, by mail, or with face-to-face interactions like “drop-ins.”

2. Use Buying Signals

Buying signals are indicators that a prospect might be in the market for your services. Here’s how to identify and act on them:

• Monitor Job Postings: A company hiring a new facility manager might be reassessing their service providers.
• Track Building Permits: Permits for renovations or system upgrades can indicate a need for new services.
• Watch for Relevant News: Companies that have recently received funding or gone public may be looking to upgrade their facilities.
• Set Up Google Alerts: Create alerts for key phrases related to your services in your target area.

3. Implement Route Planning

For field-based sales teams, efficient route planning can significantly increase productivity:

• Cluster Prospects: Group potential clients by geographic area to minimize travel time.
• Consider Traffic Patterns: Use real-time traffic data to optimize your routes throughout the day.
• Balance High-value and Prospecting Visits: Mix visits to existing high-value clients with stops to nurture new prospects.
• Use Mobile Apps: Equip your team with mobile apps that allow for real-time route adjustments based on new information or opportunities.

4. Embrace AI. Especially AI-Assisted Communication

AI is revolutionizing sales communication. Here’s how to leverage it:

• Generate Personalized Outreach: Use AI to craft personalized emails or call scripts based on prospect data.
• Analyze Call Recordings: Implement AI tools that can analyze call recordings to provide insights on successful techniques.
• Chatbots for Initial Engagement: Use AI-powered chatbots on your website to engage potential clients and qualify leads 24/7.
• Predictive Lead Scoring: Employ AI algorithms to score leads based on their likelihood to convert, helping you prioritize your efforts.

5. Continuously Update Your Data

Commercial buildings change hands, and people leave their jobs. If you’re selling into these organizations this means that data can quickly become outdated. Stay ahead with these strategies:

• Integrate Multiple Data Sources: Use a platform that pulls from various reputable data providers to ensure comprehensive, up-to-date information (Convex already does this for you).
• Implement Regular Data Cleanses: Set up a system to regularly verify and update your prospect database.
• Encourage Field Updates: Train your sales team to update prospect information in real time during their interactions.
• Use Data Enrichment Services: If you’re not using Convex, periodically use services that can fill in gaps in your prospect data.

Measuring Your Prospecting Success

Now that you have a tailored approach to finding opportunities, how do you measure your efforts to achieve the ultimate success – closed/won deals?

This is where tracking and analyzing key metrics help your sales team decide where to focus their time and effort. Key metrics will differ slightly by team, by here are the most important ones to track because they give you critical insights into the effectiveness of your outreach efforts:

1. Lead Response Rate: This measures how many of your outreach attempts receive a response. A low rate might indicate a need to refine your messaging or targeting.
2. Lead Qualification Rate: This shows how many of your leads meet your criteria for a qualified prospect. A low rate could suggest a need to refine your lead-gathering process.
3. Sales Conversion Rate: This is the percentage of qualified leads that ultimately become customers. Track this at various stages of your sales funnel to identify where prospects are dropping off.
4. Time Spent on Prospecting Activities: Monitor how much time your team spends on various prospecting activities. This can help you identify inefficiencies and areas for automation.
5. Cost Per Lead: Calculate how much you’re spending to acquire each lead. This helps ensure your prospecting efforts remain cost-effective.
6. Average Deal Size: Track the average value of deals that result from your prospecting efforts. This can help you focus on the most profitable types of prospects.
7. Sales Cycle Length: Monitor how long it takes from initial contact to closing a deal. Look for ways to streamline this process.

Gatekeepers can be a significant hurdle in the prospecting process. A sales rep often faces challenges in getting past gatekeepers to reach decision-makers, which requires persistence. As we previously mentioned, the average salesperson gives up after making 1- 2 cold calls, but 6 is the magic number (we’ll cover this in the next section – Overcoming Common Prospecting Challenges).

Regularly reviewing these core metrics will help you refine your prospecting strategy and improve your results over time.

Consider setting up a dashboard that gives you real-time insights into these key performance indicators. Many customer relationship management tools (CRMs) will build this feature into their platform to enable visibility at each step in the sales process – this will help you target the steps that generate revenue and eliminate those that are ineffective.

Overcoming Common Prospecting Challenges

Even with the best strategies, sales prospecting in the industrial services sector can present challenges. Here are the top 7 hurdles salespeople face and how to overcome them:

1. Gatekeepers: Often, you’ll need to get past a receptionist or assistant to reach the decision-maker. Build rapport with these gatekeepers and clearly articulate the value you can provide to their organization.
2. High Competition: The industrial services market can be highly competitive. Potential clients receive numerous pitches from various service providers, making it crucial to differentiate your offering. You need to clearly articulate your unique value proposition and demonstrate how your services can solve specific pain points for the prospect.
3. Long Sales Cycles: Industrial services often involve significant investments and multiple decision-makers, leading to long sales cycles. Stay patient, provide value at every touchpoint, and keep nurturing the relationship.
4. Lack of Accurate Data: Outdated or inaccurate data can lead to wasted efforts and missed opportunities. To overcome this challenge, continually updating and verifying your prospect database is essential. Implementing robust data management and enrichment strategies can help ensure that your prospecting efforts are targeted and effective.
5. Resistance to Change: Many businesses are hesitant to switch service providers. Focus on the unique value you offer and consider offering a trial period or guarantee to mitigate their risk.
6. Budget Constraints: In times of economic uncertainty, businesses may be hesitant to invest in new services. Be prepared to demonstrate the ROI of your services and consider offering flexible payment terms to meet budgetary restrictions.
7. Information Overload: Decision-makers are bombarded with sales pitches. Stand out by providing genuinely valuable insights and tailoring your approach to their specific needs.

Conclusion: Transforming Your Sales Approach

If you’re selling commercial or industrial services, time is money. By mastering the art of efficient sales prospecting you’re not only getting more “at-bats,” but you’re also unlocking a wealth of opportunities to grow.

Here’s a quick recap of what we covered and why it’s relevant to your sales team today:

• Increased Efficiency: Reclaim hours spent on manual research and redirect that time to building relationships and closing deals.
• Better Targeting: Focus on high-potential prospects who truly need your services, improving the quality of your sales interactions.
• Improved Conversion Rates: By engaging with leads at the right time, and with the right message, you significantly increase your chances of success.
• Enhanced Productivity: Free up your team to focus on what they do best – solving problems for your clients and growing your business.
• Competitive Edge: Stay ahead in your local market with data-driven insights that your competitors might be missing.

Remember, effective sales prospecting isn’t about working harder – it’s about working smarter. By leveraging the right tools and strategies, you can transform your sales process from a time-consuming guessing game into a streamlined, data-driven operation.

The commercial services landscape is evolving rapidly. Those who adapt their prospecting methods to prospective customer’s needs will thrive, while those who continue to employ outdated practices risk being left behind by the competition.

The question is, which path will you choose?

Convex is a sales and property intelligence platform that was designed to accelerate revenue for commercial and industrial services businesses. Using our platform, companies like Koorsen Fire & Security gain valuable prospecting insights, send better outreach emails, and drive more sales.

Jeff Scalise heads Koorsen’s sales team, here’s what he had to say about using Convex:

“Work life has improved for me and my team (using Convex) because it’s really cut down on the time that it takes to research customers and actually send our emails. I would recommend Convex’s Generative AI email product to other companies because it truly is a superior product that provides a tremendous solution to the issues the industry faces.”

For more details, you can watch the full testimonial here.

If you’d like to see how you can achieve similar results, schedule your demo of Convex today to see how sales intelligence software can transform prospecting, streamline sales, and boost your results.