6 Sales Prospecting Tactics for Fulfillment Business


For a Fulfillment Business, sales prospecting involves approaching eCommerce and retailers for order fulfillment solutions.

The problem is that most people don’t like salespeople very much.

Some B2B buyers even describe salespeople as “Pushy”, “Annoying”, “Greedy” and “Untrustworthy”.

This article focuses on how you can break this stereotype to build long-term relationships with prospects and bring more business to your order fulfillment company. 

6 Sales Prospecting Tactics for Fulfillment Business

The following tactics will help you gradually make your prospects more approachable for an order fulfillment solution.

Learn about your Ideal Customers

Sales Prospecting takes a lot of time and effort. You don’t want to waste precious hours running after irrelevant prospects. A study by Sales Insight Labs shows that 50% of prospects are not a good fit for your pitch.

It is best to identify the ideal prospects for eCommerce order fulfillment before you start selling.

You can create a customer profile to help you qualify leads before you approach them. This profile should contain all criteria that you seek in a client.

What makes an ideal customer profile?

To create an ideal customer profile, you can draw from the data of your existing customers. You need to look at the products they sell, their customer locations, the size of their business, etc.

A collection of such common attributes makes up your ideal customer profile. Based on these parameters you can judge whether you will get fruitful business from the prospect.

For decision-making, it’s advisable to involve customer support team who directly interact with the buyers. They provide direct customer support solutions and know their pain points, challenges, objectives, and so on.

Prepare Sales Material

Once you have your ideal customer profile, you should prepare sales material that caters to them. Your sales material should incorporate all points of objection that a customer might have.

The first thing you need to include in your sales material is the problems eCommerce and retailers face with fulfillment. Alongside that, you can outline how your company resolves those issues. Based on the data of your existing customers, you can also present case studies as proof of your capabilities.

You can further strengthen your sales material by including customer testimonials, operational statistics, technological prowess, and so on.

Once you have a convincing sales pitch, it’s time to make it impressive.

You should also include achievements, certifications, success stories, news coverage etc. This will not only help you pitch the services, but also justify your price.

Improve Digital Presence

Before people buy, they search. If your brand does not pop up during their research, you might lose the prospect to a competitor.

Resources that informed customers about a product/solution.

Your website is as essential a piece of sales material as your brochure. You should have adequate information about your fulfillment company on the website.

Once the information part is sorted, you should work on the website’s SEO.

Your website should show up in search results for relevant keywords. Simultaneously, you need to build up your online ratings. Urge your existing customers to leave reviews on google, social media, and popular review websites. You can also offer them incentives for taking this action.

Another important digital resource you need to consider is social media. Successful salespeople employ social selling to outperform their peers by a 78% margin.

Traditional vs. Social selling.

For B2B sales directed towards eCommerce and retailers, you can begin social selling with LinkedIn.
82% of buyers are likely to look you up on LinkedIn before they connect with you. If you don’t have a well-rounded social media profile, your prospects will leave your page unimpressed.

Sales conversion depends on what the prospect thinks of you, even more so than your sales pitch. A strong digital presence will help you imprint a unique brand identity in their mind.

Develop a Personalized Approach

Personalization is a powerful tool for prospecting.

32% of B2B marketers consider personalized communication as one of the most successful strategies for sales. The below image highlights some of the top benefits of personalizing communication with prospects.

Benefits of personalized communication with sales prospects

Whether you are sending an email or a direct message on LinkedIn, the prospect should feel a sense of familiarity. The first step in this direction is to use the first name of your prospect during communication.

You should also create messages that address their requirements and pain points based on research insights. Say you’re approaching a retailer that is actively targeting customers in Brisbane, Australia. In this case, you should specifically talk about your delivery network in Brisbane to get their attention.

Alongside personalized solutions, you should also create different quotations for different prospects. Each quotation should address the prospect’s unique requirements.

This practice increases the likelihood of conversion. 66% of B2B buyers are more likely to switch if they receive a custom-made quotation.

Approach Prospects with Content

The benefits of content creation are not limited to SEO. Blogs and research articles are also great for sales prospecting. It is especially useful for the first approach when the prospect is not familiar with your brand.

If you just send an email introducing your company and services, you might not get a great response. B2B buyers are more likely to open an email that contains useful or interesting information. 

Types of content that influences buyers to connect.

You need to create different types of content to approach prospects at different stages of a sales funnel.

If the prospect is at the awareness stage, you can share content concerning industry insights, best practices, common pain points etc.

At the consideration stage, you can share content about your company. This includes achievements, customer case studies, performance statistics, etc.

The content you share should be relevant for your prospect and it should address points of common interest. As a fulfillment company, you can share insights about the importance of timely delivery for eCommerce, logistical challenges in different regions, best practices for order fulfillment and so on.

Each piece of content should subtly mention your company in some way. If the article is about customer pain points, you should mention how your brand solves those problems. Such communications will help you generate interest in your company and establish you as a thought leader.

Become an Advisor

Most people don’t like being bombarded with sales pitches. But, everyone needs help. 79% of buyers want sales reps to be trusted advisors instead of sellers.

To fit into this role, you need in-depth knowledge of your industry as well as the prospect’s company. When you meet the prospect, you need to exhibit your knowledge about industry trends, government regulations, challenges of the business, customer expectations and so on.

You also need to learn about the problems and requirements of each prospect. Look into the prospect’s company history, products, customers, target markets, logistical requirements, and so on. 

If you exhibit expertise in this manner, the prospect is more likely to trust your advice. 68% of B2B buyers cite knowledge about their company & its needs as the top reason for choosing a vendor.

5 factors in choosing a vendor.

Then you can guide them towards a solution rather than pitching your top services. You should help them bridge the gap between their existing condition and industry standards.

Wrapping Up

Each of the above suggestions will help you gradually mitigate the prospect’s objections so that you can connect with them before making your sales pitch. At this point, you need to act as an advisor for their company.

You should focus on how your order fulfillment solutions will help their eCommerce or retail business. At the same time, you should also highlight how your solutions would yield a better experience for their customers.

Such an approach will help you build lasting relationships with your prospects and you will be able to convert more of them into customers.


This post was originally posted on Contact Out.

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