Warning: Creating default object from empty value in /home/theglo36/public_html/blog/wp-content/themes/platform/includes/class.layout.php on line 164
2012 March | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: March 2012

One of the most interesting things about a business environment is that there is not a single element that exists on its own. Every process is interlinked to the others. And this is precisely what makes small business lead generation a great challenge as well as an exciting proposition. For instance, the sale of any product or service is essentially a new inclusion in the organisation’s existing system. Entrepreneurs and business heads in particular, are very concerned about how will the change the system, and what extra efforts would be needed to make it work.

You need to understand that decision makers in any organisation often already have a lot on their mind – financial challenges, employee grievances, customer complaints, vendor problems… the list is endless. Hence, it’s important for small business lead generation efforts to be focussed at making things easier for the decision maker. It is precisely for this reason that the implementation procedure also needs to be given equal emphasis while selling the product or service. Ease of use is increasingly becoming an ‘in demand’ prerequisite, and it’s about time that companies began following suit, rather than just focussing on service or product excellence.

 

Bookmark and Share
 

Sometimes, during the course of getting to know the prospect better, and ensuring that one becomes a person the prospect can trust, getting personal is really important. This does not mean one starts becoming judgmental, but just that the call must in some way give the other person a feeling of value addition, and is essentially an extension of placing oneself in the other person’s shoes. For instance, if during the conversation, the problem of the prospect is revealed, it’s important to first make him see what is not being done appropriately.

This needs to be done on an emotional level, and is intended at making the prospect realise that he is missing out on something if he does not take the offer of the product or service that is being given to him. For this, the salesperson needs to have a lot of credibility, or a very sound knowledge of the domain the prospect operates in, so that the conversation can go as per the intention. Many salespersons are also known to tell prospects on their face that the proposition being offered to them is not suitable for their organisation, which then goes in t the negative psychology mode. This is also an effective tactic, but borders on tricking the customer into buying, an unethical practice which is not received well in every sense of the word!

 

Bookmark and Share

Asking the right question may be the focus of salespersons across domains, but the manner in which the question is asked also has a great deal of impact when it comes to small business lead generation. This is because even a genuine enquiry can sound like an investigation if not executed appropriately. It’s important to convert the prospect into an observer, so that one does not feel like he/she is being judged, which is a fact, otherwise the lead cannot be qualified.

Asking the right question in the wrong manner puts the person on the defensive, which means that one can’t hope to get the desired information, besides the obvious fact that the conversation would not go on for long after the other person thinks that the caller is judging his acumen. Nobody likes that, and certainly not someone who is in a position to give business! So, it’s best to make the prospect feel like an observer who is presenting an analysis of the current business scenario in a neutral manner. That ways, even if one would talk subtly about some processes that can be improved, the same would be taken in a positive manner, leading to better small business lead generation.

 

Bookmark and Share

Asking questions is an inherent part of small business lead generation, since it is precisely prodding and poking the prospect that will essentially get one closer to the desired result, i.e., making a sale. However, it’s important that the person asking the question should be in the appropriate frame of mind, so that he/she can approach a prospect in the right spirit. Once this is done, the full potential of the opportunity can be realised.

Often, the underlying principle of small business lead generation is mistaken as ‘making the customer happy’. However, to state it in simple words, if the person making the pitch is not happy about the product or service he/she is selling. What happens in this case is that person does not try to diagnose the client’s problems with the offering, but rather tries tried and tested (read boring!) methods to generate sales from the other person. Needless to say, this approach fails drastically. To stand a real chance of making sales, it’s important to keep an open mind, and think from the customer’s perspective. Because quite frankly, the person you are talking to has a lot more options than yourself!

 

Bookmark and Share

Continuing from the previous post, the kind of questions one asks can do either of the two things – they can either encourage a person to reveal more information (which is extremely beneficial for small business lead generation) or they can completely put him on the defensive stance, hiding information and giving partial facts which help in countering some problems, but not the real deal. The problem with sales calls is that since the executives are so focused on meeting their targets, they completely forget about asking the right questions. Such half-hearted attempts are not the intention, but come out in precisely this manner. Quite obviously, nothing substantial can be gathered out of this.

To this approach with regards to small business lead generation, there would certainly be a lot of protests that timelines and targets are not always in cohesion, but that is precisely what a good salesman is supposed to do. It’s important to map the prospect within the first 30-60 seconds. If you decide to pursue the lead, it’s best to go the whole hog and try to sell using a methodical approach, rather than just going on lambasting with the sales pitch. Never undermine the prospect’s intelligence, and you shall get better success than otherwise.

 

Bookmark and Share


Often, it so happens that the most seemingly trivial of phenomenon can result in great insight towards some of the most complicated problems and challenges one is facing. For instance, if one talks about a customer service centre, many situations, and the manner in which the helpdesk agents tackle the same, are brilliant strategies that can be used in small business lead generation.

One of the most often instances at a service centre is when a customer can’t figure out a way to run a device. The most obvious response in such a situation is to ask what did the person do last, before the device began acting strange. To this, the most obvious response is ‘nothing’ along with a very cynic tone which demands more respect. So, not only has the customer made it clear that he/she knows how to operate the machine, he/she is also on the back foot. A similar situation arises during small business lead generation, i.e., if one asks too many questions that question the other person’s skill or intelligence, the results can’t be fruitful. Instead, it’s best to ask a lot of encouraging questions which might take longer to come to the point, but at least there is no risk of losing business by offending the other person.

 

Bookmark and Share