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2011 November | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: November 2011

B2B lead Generation : It is hardly a secret that in order to be a successful salesperson, you need to sell yourself first. The simple reason why this is so important is that until and unless you are sure of yourself, you will never be able to make a convincing sales pitch, let alone actually sell a product! So, let’s get started with how to ensure that you can be the perfect salesman… for YOU!

Credit Crunch: No, this is not about the current situation prevailing in a majority of the economies the world over. By credit crunch, we are referring to the ‘crunch’ you feel when someone else takes ‘credit’ for your efforts. This could happen to anybody, and has most probably already happened to you, i.e., you did all the hard work, followed up with the client, dispatched information, discussed (read ‘negotiated’) terms and were on the verge of sealing the deal, when that one momentary lapse when you were not available forced your company to hand over the account to another sales rep. Sometimes, it also happens due to sheer negligence, i.e., the client didn’t mention your name, and your superior referred someone else for the job.

What you learn from this experience is simple, but not many stick to their learning, continuing to make the same mistake over and over again. To put it in simple words, you need to sell yourself and ensure that there are not endless chains of conference calls and e-mails. Worse than losing out on the sale, you can actually see someone else get credit for all your effort!
More pointers follow…
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Continuing on the previous post, following are the rest of the tactics to sell anything to anybody:

The Numbers Game: There is an alarmingly prevalent concept in sales which says that if you can get in front of enough people and portray your product as a power-packed offering with loads of features, you will eventually get a buyer. Nothing can be farther from the truth! This is also something many companies do as far as their e-mail marketing strategy is concerned, i.e., send out spam mails to a large e-mail list, hoping to get at least a few click-throughs. However, the sales world does not work like that, although it might be undertaken as a trial and error procedure as long as one can sustain the costs of such ‘mock pitches’, as one would call it. For better results, however, it is essential to focus on quality.
Understand the primary motive:When a product is presented in front of a client, no doubt he would want to save money in the long run. However, that is not the only objective, otherwise innovation would have ceased to exist. Different clients have different needs, and it’s hazardous to think otherwise. Many sales pitches fall flat right from the first word because they begin on the wrong note. Thus, it is extremely important to know what your client wants.

How is your product different for the client: Going ahead from the previous point, every company projects its product as being different from the other, and that is extremely necessary as well. However, there are two sides to the coin, and one needs to know how the product is different from the competition from the customer’s viewpoint. If the differences don’t make much of a difference to the client, frankly speaking, he couldn’t care less!
Happy selling, everyone!
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Irrespective of the size of your business, or the domain you operate in, selling is critical to business success. Now, there is no sure-shot formula for success in sales since there is no manual that can teach the important aspects of making a sale successfully, but you can certainly learn from experienced professionals who have been there, done that. So here it is, from the intellect-o-sphere of The Global Associates, 5 concepts to keep in mind while selling just about anything:

People-centric approach: Brands comprise of people, so it’s essential to prepare the sales pitch keeping in mind the fact that you would be presenting your product or idea to a human being. Sure, understanding the brand is one part of the deal, but knowing the dynamics of the people you are going to pitch to, also goes a long way in creating the right kind of impact. For instance, people in a smaller enterprise will be more open to revolutionary ideas, while those in larger outfits would have stringent guidelines to adhere to. Hence, prepare your sales pitch accordingly.

Process… Process… Process: Regardless of how much sales gurus emphasize on the importance of adhering to a process, salespersons often tend to go ‘with their gut instinct’, trying out ‘unorthodox’ tactics, and in the end, failing miserably! Even a cold call requires thorough research of the prospective client’s business model and the market scenario in his domain, so that the product can be positioned as something that will benefit him.
Due to paucity of space, and in the interest of not boring you, we shall disclose the next three points in our next post!
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Sales Lead Generation : Continuing on the last post, following are more pointers to be kept in mind in order to ensure targeted sales:
Knowing their fears: Organizations consist of people, and people have fears. Regardless of the size of an enterprise, the management would have their set of un-utopian situations which they would do anything to avoid from materializing. This is a great potential entry point for a sales pitch. If you know what can get the alarm bells ringing in your consumer’s mind, you can have them hooked right from the word ‘go’.

Sales Lead Generation

Positioning: You must have heard this term a zillion times, but this is not about how or where you will place your product – it’s about where will your customers be positioned with regards to their interest, i.e., the kind of websites they browse, the kind of books they read, etc. This may seem like a long shot to many, but it’s not that hard, even if one is targeting the crème de la crème of the market. It’s just about knowing your customer, which is certainly an imperative requirement for a salesperson.
Problem areas: Products and services are essentially developed to solve problems. So, if you can identify what is bothering your target market at the very moment you want to sell your product, you will come home a winner, and secure phenomenally in the sales lead generation department!
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Sales Lead Generation

There is a prevailing myth in the that numbers are all that count to make a business successful, which is probably what drives so many unsuccessful B2B lead generation campaigns, since nothing could be farther from the truth if the numbers are not relevant, as it’s basically like plenty of people coming to enquire about a product, and not buy it. Website traffic definitely counts, but only if some of it actually translates into business. Summing it up, a business can make do with less traffic, provided that it is quality traffic. However, this is easier said than done, and one needs to define a roadmap on how to make this possible.
Identify areas of concern: Any consumer will approach a product or service provider to counter an obstacle or fulfill a requirement. Hence, it is important to identify the kind of challenges a potential consumer will be facing, so that there is a higher chance of conversion when he/she approaches the business as a result of sales lead generation on the organization’s part.
The X factor: There are consumers who prefer to avail the services of one particular organization repeatedly, in spite of the fact that there are so many options available. The main reason for this is the fact that the organization has a special ‘pull’, an X factor, so to speak, that ensures its clients stay hooked. Every business should look forward to developing at least one such Unique Selling Proposition, so that sustained growth can take place with repeat business.
More information on this, in our next post!
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The final post in this series deals with two of the most important aspects of B2B lead generation. So, as always, let’s cut out on the prelude and get down to business!
Usage of the Trial Close A majority of sales reps, particularly the beginners, hunt for a success formula that can be instantly and easily implemented to close sales, and the trial close is seen as the most appropriate manner in which one can drive the desired result. However, one does not really need to ask a series of questions to the prospect when the obvious answer is going to be ‘yes’.

For instance, questions like ‘Would you like to increase your revenues’ ‘Would you like your clients to prefer you over competition’, and so on are traditional sales pitches which clients are very much aware of. Using these will make one lose credibility. Instead of this, the trial close should be used sparingly just to get a feel of what the client is thinking, so as to classify him into the hot, warm or cold lead category.
Talk less – This last advice may seem like a shocking revelation to some, while prove to be a very disturbing insight for others. Nevertheless, it is important to know when to listen more and control one’s vocal chords. Too much talking can give the prospect the impression that one is trying too hard, which is never good for business.
So there you have it, the 6 commandments on how to succeed at small business lead generation, or for that matter any kind of sales lead generation. All that is needed is a little bit of focus, and one can certainly score high on the revenue charts!
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