They say timing is everything: That old adage certainly applies to identifying and reaching out to prospective new payroll clients.
“Understanding the buyer’s mindset and buying process, including knowing who their influencers are and when they’re going to make major buying decisions is key,” says Misty Blakesley, Director of Sales and Account Management for Apex HCM. Pinpointing these three determining factors can help:
- A clean break: Payroll sales professionals must understand how a prospective end user feels about mid-quarter or mid-year conversions versus quarter-end or year-end conversions, Blakesley says. Knowing and respecting those preferences can go a long way in earning a prospect’s trust. Just don’t let an initial objection to a mid-quarter sales consultation prove permanent. “For years, it was true that doing a conversion any time other than a clean break was a pain, particularly where tax-related issues were concerned. That’s not really the case anymore.” Rather, knowing your products and services through and through allows you the ability to confidently walk your prospects through the payroll software conversion process and show them that a smooth transition is possible anytime during the fiscal year.
- Peak times: Are you eyeing a waterpark as a prospective new payroll client? Then you should know that right now is a less-than-ideal time to press for a meeting. Understanding the seasonality of certain businesses and the ideal – and not-so-ideal – times to target them is crucial. “Asking a company to convert during their busiest time of year is going to be very difficult,” Blakesley says. Examples are summertime industries like theme parks and winter-based businesses like ski resorts. “Any client is a good client to target, so long as you know when they’re open to conversations.” Blakesley recommends initiating contact with a seasonal prospect between the end of and up to six weeks before the start of their busy season.
- Triggers: “Typically, there’s a trigger event for every significant change,” Blakesley says. “In general, people don’t make change for the sake of change. Rather, there’s a trigger event that creates the need for change.” Among the potential prompts for payroll software conversions are problems experienced with a current providers’ products or service, a new staff member in a decision-making position or an aggressive new growth plan or projection. Recognizing possible triggers, then reaching out to and staying on top of your prospects throughout their decision-making process can help assure a sale.
Call 877-750-2739 or visit us online to request a demo of Apex HCM’s suite of customizable software and cloud solutions developed specifically for payroll, human resources and time and attendance functions.