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Are you in the agri-food business and looking to distribute your products to grocery stores? That's exactly what Venandi has asked us to do! (I'll let you take a look at their site to find out more... and why not place an order ;-)
At Silyane, what drives us is finding commercial levers for our BtoB customers, whatever the industry!
Usually in B2B, a lot of things happen on Linkedin, but for grocery stores, we had to think a little outside the box to gain sales effectiveness.
The idea of this article is to explain the methodology we've put in place to identify targets, address them, generate interest and get them to place an order: no tools, no automation, no "hacks"... just a reflection on the prospecting strategy to adopt. This was an opportunity to carry out operational market research for Venandi products, and what better way to get feedback than by polling prospects directly?
After a few Boolean searches (for those who don't know: more info here ), I finally found what I was looking for: a directory listing and categorizing all the delicatessens in France. (We could have started with Trip advisor, but hello categorization!)There are 3 categories: Practical, Specialist, Ethnic.
In our case, we're going to take a closer look at the "specialists". (for those who haven't visited the Venandi website.
They market top-of-the-range products made from French game meat)
All I have to do now is call on our favorite developer to automatically retrieve the clean data in Excel.
Fortunately, we have an in-house script that allows you to retrieve 90% of your company's social network accounts without leaving Excel.
Our base of contacts is ready, but now we need to get in touch with... The sinews of war: What channel should we use to attack them? Email; Linkedin; Facebook; Instagram; Pigeon Voyageur; Telephone.Scanning the grocery stores' social networks, they're clearly active on Instagram and Facebook, uncommon in BtoB, but we're adapting!
Our sequence will therefore be :
We're in the early stages of our experiment, so for the time being, everything is done by hand. We'll automate things once we've found the recipe that works!
Our first test is being carried out on fifty or so carefully selected grocery stores, for which the objective is as follows:
Message 1 : Obj : Reciprocity and Brief company presentation
The purpose of this message is to show interest in the company, create a feeling of reciprocity, and begin a brief introduction to Venandi - Make a personalized introduction Examples: I see that you don't offer quarry à la carte? Generate a feeling of reciprocity in the prospect Example: I can see that we share the same values for x reason.
- One sentence from Venandi
- CTA: Would you be interested in me coming and presenting the project to you?
Message 2 : Obj : Detailed product presentation
The aim of this message is to follow up with the prospect and offer to send CTA push brochure products with tracking.
Message 3: Obj: Last reminder
35% of appointments generated on 247 accounts attacked!
Conclusion: The next step was to "scale up" this successful method and reduce the friction involved in placing orders! We'll keep this sequence among the commercial levers proposed to Venandi, because we're satisfied with the return.
More in the next episode!
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