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2012 February | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: February 2012
B2B lead generation,  B2B lead generation in india

B2B lead generation, B2B lead generation in india

A very inherent part of B2B lead generation is the practice of following up on the new prospects via email. Many times, leads are also generated after the email has been sent and the prospect queries for the product or service in question. However, the burgeoning competition has led to even the seemingly trivial activity of sending an email (before or after the call) become a very specialized field. For instance, generally, it so happens that the subject line says ‘thank you for your time’, ‘it was nice talking to you’, and so on. However, if the conversation was not peasant, the sender would obviously try to avoid it.

Bottom line for B2B lead  generation – it’s all about making the email stand apart from the rest, and a subject line works wonders in this regard, since it captures the reader’s attention right from the word go. Besides these, there are many more aspects that need to be taken care of while crafting a mail, or even sending it, like what kind of people is it being sent to, what time should it be sent, and so on. The series of posts following this one will explore this phenomenon in detail.

 

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Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Inside Sales Outsourcing, Inside Sales Outsourcing in india, Sales lead generation, sales lead generation in india

Continuing on the previous post…

Obstacles:  If the prospect could get anywhere he/she wanted to be, you wouldn’t be needed in the first place. However, something is clearly preventing them from reaching their objective, and therein lays the opportunity. This could be anything from lack of knowledge, resources, expertise, or a combination of all three. Essentially, it’s about lack of information, in any manner whatsoever. Here, information is just about anything that is preventing the prospect from reaching the objective. If you can help them overcome their obstacles and reach their objective, your sales lead generation efforts will bear fruit like anything!

The (driving) force: If you can identify what is the driving force behind your prospect’s current situation, you have a winner on your hands! The basic premise of this concept is to ask questions like ‘if this problem was solved, how would it benefit your business?’ or ‘if I give you a solution that takes care of all your concerns, how would that affect your workflow?’ This gives you an edge over competition, since now you know what is the prospect’s pain point, and you can dedicate your efforts towards resolving the same, making your proposition the best choice!

 

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B2B Lead generation : All said and done, questions certainly help a lot during sales lead generation, but in order to bolster the chances of cracking the deal, it’s best to segment the gathered information into categories. The following classifications prove to be most helpful in the process:

B2B lead generation,  B2B lead generation in india Present Scenario: Before beginning the questioning, or even planning the strategy for the same, it’s best to gather information on how is the client placed as of now. This information relates to an analysis of the current environment within the organization as well as in the respective domain in which it operates, the kind of results (financial or otherwise) the prospect is getting, the business processes that can be helped by the product or service in question and the key people who are involved in these processes.

Expectations: This category refers to a utopian stream of thought, i.e., what the client wants the organization or the scenario in the market to be like. It’s primarily a desirable state of being. A point to note here is that the target objective needs to be quantifiable, or at least specific, so that the product or service in question can be customized to achieve it. In case the objective is not clear, the success or failure of the product/service can’t be measured, which consequently leaves little room for a successful sales pitch.

More insights follow in the next post…

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Conviction questions: This is another tricky kind of genre, since the prospect can answer these in any manner he/she wishes to, without even providing even the slightest proof. Hence, it’s imperative that these be handled very carefully, because if that is done, these kind of questions can provide spectacular insight into the prospect. On the other hand, if these questions are not asked appropriately, they will put the prospect in defense mode and kill any kind of rapport that has been built till than point in time.

Even the simplest of questions, like ‘why did you go for multi-function printers instead of regular laser?’ can be interpreted as a challenge to his/her intelligence and business acumen. However, if the same question is framed in a better manner, like ‘what factors were important to you while deciding which kind of printer to buy?’, the answer can be extracted in a smooth manner. Also, if you target the question towards a particular section of the prospect’s business, you will get a more focused answer, like if you ask him the factors responsible for his decision-making process while selecting a vendor, you will get more information about how he makes his buying decisions, and help you understand what you need to know.

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Continuing from the previous post on questions that matter during small business lead generation, following are some more types of questions:

Process questions: These questions are mainly intended at finding information on the processes of the prospective client, and begin with a ‘how’. Essentially, they are intended at understanding the business processes as well as the individual behavior processes. So, they encompass asking the prospect how he/she intends to move forward with their business or the transaction in question, how would they make their buying decision, how are they handling the market pressures and the constantly mounting competition, how do the plan to handle the challenges that lie ahead, etc. This will also give an idea regarding how things happen at the client’s end, and might help in positioning the product in a better manner.

Personnel questions: These questions are slightly tricky, and hence, it’s difficult to get answers for them. They are intended at finding the players in the prospect’s business, and are ‘who’ type questions that help in creating a more personalized environment. Also, one can identify the key people in the decision making process, and if the conversation goes well, even get a faint idea of the kind of competition that exists for securing this deal.
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