Swiping, matching, chatting. It sounds like dating, but anyone who works in sales knows that the process is remarkably similar. You browse through profiles, look for signs of potential, and hope for a match that goes beyond a superficial connection. It's not the number of conversations that counts, but whether you make the right connection.
Searching for the right match
On a dating app, you can avoid endless swiping by setting filters. It works the same way in sales, except you use criteria such as industry, company size, credit rating, and growth potential. Add current events to that, such as a new market, an investment, or a merger, and you immediately get an overview of companies that offer real opportunities.
What helps with this is keeping track of your customer data. With good master data management, you can avoid working with duplicate or outdated information. This way, you always know for sure who you are dealing with. Not only does this provide clarity, but it also makes it easier to target your campaigns and promotions at organizations that really fit your strategy.
Interesting read: How to use data to pinpoint who your ideal customer really is
The first contact
Everyone has heard them: opening lines that are immediately obvious. In sales, a generic email is just as easily spotted. You can make a difference with a message that shows you have done your homework. Say a company is opening a new branch or has undergone a management change. If you mention this in your first message, you show that you are thinking along with them and are relevant.
A generic message feels like a โheyโ without context. A personal message, on the other hand, stands out, sticks around, and increases the chance of a conversation. Use current company information wisely. This not only shows engagement, but also professionalism and credibility.
Interesting read: This is why data is your best team member
The power of listening
A first meeting where someone only talks about themselves? Chances are you won't meet up with them again. Sales works the same way. It's not about listing everything you can do, but about understanding what the other person needs.
By actively listening and asking sharp questions, you will discover the real challenges. Company information and market insights will help you with this. You don't have to come up with the whole story yourself, but can respond directly to the customer's context. This makes the conversation much more relevant and credible.
Timing is everything
Timing is often crucial. Moving too quickly can feel intrusive. Waiting too long may result in someone else seizing the opportunity. Therefore, it is beneficial to pay attention to signals: more frequently opened emails, increased website visits, or responses to your content.
By analyzing those interactions, you can see exactly when the right moment has arrived. That way, you are present when it matters, without pushing. And that makes the difference between a missed opportunity and a successful collaboration.
From connection to relationship
A first connection is great, but the real work begins afterwards. Companies are constantly evolving: new decision-makers come on board, markets shift, and risks arise. It is precisely at these moments that you can add value by sharing insights and updates that help customers move forward.
This demonstrates that you are more than just a supplier. You become a strategic partner who adapts to change and actively contributes to the continuity of the customer's business.
More than a swipe
Whether you're looking at dating or sales, it ultimately comes down to chemistry. But that chemistry doesn't happen by itself. You achieve it by carefully selecting, listening carefully, and taking action at the right moment. Reliable information is the silent force behind this. It provides direction, focus, and confidence. Lead generation is not about endless swiping, but about finding the right connection that grows into a valuable relationship.
