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

B2B Lead generation :

B2B lead generation

There are many times when sales reps think of the ‘gatekeeper in an organization as an obstacle that must be overcome. While this may have been true a decade back, office culture has evolved by leaps and bounds in today’s times, and so have business models. So, it is pretty clear that nobody would hire an employee just to answer calls and route them to the desired extension whenever necessary. So, if one has to reach to the top, the ‘sweet talks’ have to begin right at the bottom, i.e., the gatekeeper must also be given his/her dues share of importance, since he/she is also playing a vital role in the entire scheme of events.

In their own way, gatekeepers are also the decision-making authority, and need to be given that level of attention. True, everyone ‘strives’ to get through to the right person, but more often than not, a gatekeeper is who one has to deal with. Hence, it is imperative that the conversation with the gatekeeper needs to be very pleasant, and handled in a polite, friendly, yet professional manner.

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The next factor to be kept in mind for telemarketing B2B lead generation is to avoid a habit which is in fact inherent in nearly every sales person, i.e., that of giving a seemingly impressive and formal opening like ‘Hello Mr. , this is  from  (company name). How are you doing?’ This has been shoved down the throat of many a salesperson as the perfect means to get oneself acquainted with the prospective client. Nothing could be farther from the truth in the present context! And the reason why this tactic fails to impress the other person and garners a very bland response is because since it is so overused, it does not have that ‘X’ factor.

B2B lead generation

B2B lead generation

In today’s age where differentiation rules the roost, one needs to do something innovative and individualistic, since everybody likes solutions tailor-made for their needs. A standard, one size fits all approach never works. An alternative to this tried, tested and boring opening line is to begin the call with an interesting fact about the industry the client is operating in, so as to get their attention by hitting the bull’s eye with a topic that they are always interested in. it is extremely important in telemarketing lead generation to step into the shoes of the consumer and think the way he/she would think, so as to form a mutually beneficial relationship.

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Cold calling is one of the most quintessential sales tactics, if one may call it that; and an effective opening is always most desirable. However, this is easier said than done, and an effective opening is a much desired skill that everyone wants to acquire, but very few actually have the tenacity to understand (and implement) what it takes to make an impressive beginning, to ensure incremental sales.
The first and most important step is to understand that there is not one person in the whole corporate world who would be waiting for an interesting call to come their way. To state it in simple words, prospective clients have a lot on their minds, and when you call them, you serve the purpose of an unwanted interruption.
B2B lead generation
Also, even if the client is waiting for a call, it would most probably be from a business contact, or from a team member (with regards to some urgent issue) or from a senior, instructing them for further course of action. This is an even more dangerous situation, since it means that when you call, you bring about a certain air of disappointment. So, in order to ensure that this does not go against you, it’s best to give the client a feeling that this call is going to be extremely beneficial for them! Only then do you stand a chance of making an impact; otherwise, you are just another cold call from a prospective client’s point of view.

 

 

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B2B lead generation:

B2B lead generation

B2B lead generation

How about a little sampling: In the early days of door-to-door salesmanship, product sampling was a very obvious tactic to get the prospective consumer hooked on to the product. And as the process and sales practices evolved with time, this became rarer by the day. However, the few companies and salespersons who have continued to stick to this age old practice have reaped tremendous benefits. This is particularly true in case of the technology sector. Giving a demonstration is an almost sure shot way of impressing a client and convincing him that you can deliver what you promise.
For instance, if one wants to sell a computer, it’s best to give the prospective consumer some time on the machine, and let him see for himself how it is superior compared to other machines. If the need by, the salesperson should actually sit with the consumer and help him out as he goes through the product, so that queries and confusions can be tackled right at the onset. Another great strategy is to show the clients a demo result. For instance, if it’s a job search portal, showing the client how many resumes can be pulled out on a particular keyword is the right way to go. Simply put, tackling a small challenge then and there instills confidence in the other person, and he is much more likely to buy, than by employing any other tactic.
With this, we come to the end of this series. Watch out for more informatory posts in the times to come!
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A bird in hand: It often so happens that one is so focused on acquiring new clients to generate new business and increase revenue, that the existing clients are totally taken for granted. Trust us when we say this, there couldn’t be anything worse than having to suddenly realize one day that you don’t have many substantial new leads, and your existing clients have also surprisingly slowly dwindled away. The reason is simple, which also paves way for two rules. One, never forget the customers who have bought from you.

Two, even if you are not professionally in contact, i.e., are not transacting at that point in time, it is imperative that you need to constantly be in touch, even if it is in the form of informative e-mailers, newsletters, whitepapers, etc. The basic thing to keep in mind is that you need to keep the conversation going, since it ensures that you are constantly in the sub-conscious mind. To many, this might seem like a superfluous statement, but many researches have proven that the adage ‘out of sight, out of mind’ is as real as can be, in business parlance.

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Talk to me: This is typically a line clients have, surprisingly, been using for quite some time now, the reason being that sales reps are so busy acquiring new business that they take what they already have, for granted (this is in stark contrast to the previous post, where we spoke about how clients take sales reps for granted). That being said, communicating with the existing as well as prospective client ion a regular basis is extremely important. And the most important thing to remember here is that you don’t decide these regular intervals – they can be as irregular as one can imagine. However, treading the fine line between a servant to the client who just keeps on doing things, you also must never shy away from providing services.
It often happens that companies lose out on accounts because of the behavior of a couple of individuals, who are also then subsequently laid off. In order to ensure that you are not one of them, you need to maintain a healthy liaison with clients of all kind. Here, it is also important to realize that not every person in an organization is going to be worth servicing in the same manner. Hence, you need to pick and choose the key personnel, and then give them special treatment to ensure business keeps coming.
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The next point deals with how you need to be an ‘associate’ rather than just a service provider to the client.

Needs v/s wants: Pleasing the customer is a very tricky situation, particularly when you know that what he/she is so fervently demanding is going to ruin the business.

Some choose to go with the flow and give the client what he wants, while others decide that they are going to don the role of a guardian angel, which is not always the most advisable thing to do, as per the conventional business mentality. A case in point is a client who is utterly confused about the kind of product or service he wants. Instead of just blindly giving him quote after quote, you can, and you must, choose to help him clear out his thoughts and get his act together.
There are many times when people know they are taking the other person for granted, but just don’t know better. If you will come up with a solution, not only will they welcome it with open arms, you will be able to develop a solid relationship with them.
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