Draw Yourself a Map: 4 Tips on Account Mapping

September 23, 2020

Preparation is a requisite for success. Lead generation is a great example of this, where an ever-changing landscape requires you to stay on your toes. Developing a game plan can only help in your quest for qualified sales opportunities.

Account Mapping will give you an inside track.

At demandDrive, we encourage our Sales Development team to think outside the box. Spend time on research, develop a strategy, and test it out. Fresh ideas are always a great boost, especially during slumps and rough stretches. Account mapping is an excellent way to begin the process.

Taking the time to research your prospect can ultimately pay dividends. Here are a few tips:

Create a Cheat Sheet

As you research this account in your pre-call preparation, create a list of questions that cross your mind. Comb through their website and/or LinkedIn page for information about the organization or prospect. Write down anything that you find either interesting or directly related to a solution you provide.

If you find your conversation stalling, refer to these questions to push the call forward. At the very least, your curiosity will allow you to learn more about the company (and their needs) and develop a rapport with the prospect. There’s nothing worse than having a call stall out and for the prospect to lose interest in you or your solution, so prepare for it!

Understand the Vernacular

SLA, RFP, ATS — but what does it all mean?! (Editor’s Note: I think he just made those up)

If you stumble across any jargon or acronyms during your research, Google them before your call. The prospect will absolutely take notice that you did your research and trust your expertise. Now more than ever, SDRs are expected to build up credibility and authority within their industry – and that includes talking the talk.

It’s All About Tenacity

Getting down all of the details about the prospect will allow you to carry confidence into the call. When you see an opening, fire on all cylinders. According to our friends at HubSpot, it’s difficult — more so now than ever — to connect by phone. With that in mind, each time someone picks up the line, it’s crucial to bring your A-game. Draw confidence knowing that you did your homework and are going to be the most prepared business development rep they will speak to all day.

The ‘Jerry Maguire’ Effect

Prospects don’t want to be solicited. You need to find a way to separate yourself from the scores of other callers who reach out to your prospect. Even though you’re trying to generate business, don’t approach it like so.

I suggest taking a lesson from Jerry Maguire; “Help me, help you!” You probably shouldn’t scream into the phone, but it’s a hell of an idea. Put your consulting hat on and use the knowledge you gained through account mapping to illustrate how you can alleviate your prospect’s problems. Business processes can always use improvement.

Effectively mapping an account can be the difference between standing out as an SDR and getting swept up in the sea of messaging your prospect gets on a daily basis. If you’re interested in learning more about how we build account mapping (and similar processes) into our sales development teams, contact us to set up a consultation!

aj alonzo

AJ Alonzo is the Head of Marketing at demandDrive. A former SDR turned marketing leader, he's made it his goal to develop resources for sales reps who are looking to level up and for managers who are looking for guidance. Outside of work you can find him trying to shoot under par at his local disc golf course, sipping on a bourbon on the rocks, or continuing his quest to be the very best like no one ever was.
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