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2012 October | B2B Lead Generation,Inside Sales,Appointment Setting,Telemarketing and Outsourcing | The Global Associates
From the monthly archives: October 2012

Success in one’s endeavors in the field of B2B appointment setting is often based on building a solid rapport with prospects, and this can only be made possible if one has a good script in place. True, there’s no replacement of spontaneity in a telephonic conversation, but one can only go so far with eloquent words that don’t have a purpose or don’t adhere to a structure. There needs to be a certain level of flexibility, but a script is needed in any case, ideally prepared by an experienced executive who has ‘been there, done that’, so that all the possible responses can be addressed.

Also, once the appointment has been set, that’s only half the job done. Agreed that it was the hard part, but still, the job is not done till the prospect is sitting across the table. Hence, following up is almost as important as B2B appointment setting, without getting too anxious, of course. The trick is to strike the right balance between making a confirmatory call (or sending a confirmatory mail, although calling is always better) and sounding very eager to close the deal. Once this final step has been completed to perfection, the target would most certainly be achieved!

 

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The last post talked about how it’s important to be more organized, qualify prospects with long term objectives in mind, and make the prospect more comfortable. Now, we shall talk about getting the prospect interested in the product or service. Essentially, this is the next step to building trust with the prospect. Once the other person thinks that the caller is talking about something that can help him/her resolve a critical issue or enhance business in any manner, it’s time to begin talking about the brand offering in detail, to proceed to the next level of B2B appointment setting

It may be noted here that the best way to build interest is to provide a solution to a need. For instance, after building a substantial level of interest, if one can get the prospect to talk about a product or service they are currently using, there’s nothing like it. Just like that, one gets an opening to talk about the merits of the brand offering with regards to resolving the problem being faced. Also, even in case the product or service being offered is not quite capable of resolving the issue, it will serve as valuable feedback which can play a vital role in enhancing the value proposition in the times to come.

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The next point for more effective B2B appointment setting refers to be as organized as possible. And the best way to do this is to set the agendas ahead of time, so that one knows what the specific goals that need to be achieved are. Accordingly, one can formulate strategies to achieve the same. Essentially, it’s like going on a treasure hunt, for the lack of a better example. One needs to have a map to be successful!

Another important aspect when one talks about B2B appointment setting is to qualify prospects. For many, this is the make or break deal. But the important thing to remember here is that just because a prospect does not require a product or service right now does not mean that it’s a dead end. Particularly in cases where substantially high revenues are involved, one needs to think long term and park the prospect’s contact details and requirements for future references. Also, allowing the other person to let his/her guard down is very important, and that can only be done by giving the prospect the confidence that he can trust the caller. This seemingly trivial tactic can have tremendous impact on the revenues.

More in the next post…

 

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There are many business executives who are entrusted with the responsibility of B2B appointment setting, but don’t really know how to go about it. This series attempts to explore the different facets of this ubiquitous practice and how one can get better at it with simple, ease to implement tactics.

To begin with, sharp focus on every prospect matters most. Often, executives are so concerned about productivity that they drop cases very fast, in the hopes that the next person would give them a better response. Particularly in case of high profile leads, this kind of approach does not fare well, and one can soon find himself out of leads with no business. Persistency is the name of the game when it comes to B2B appointment setting, irrespective of whichever domain one is looking for more business in.

The next point is about rejection. Surely, there are going to be quite a few clients who would not be interested in the product or service being offered. Although this is more of a self-motivation scenario rather than a strategy, it’s nevertheless very important, since it can lay the foundation for a successful campaign, or otherwise.

More in the next post…

 

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There are many firms that resort to telemarketing for sales lead generation, for the simple reason that it is a more personalized approach and works really well in terms of gauging the interest level of the other person. However, there are certain tactics that enhance the value proposition of this exercise and help in getting better results. The first among these is obviously to procure a good quality calling list, for the simple reason that it’s the foundation of the entire activity. Next up is a good quality script that factors in all the possible responses. Often, it so happens that an executive is caught unawares when the script does not have a response for the prospect’s response. This must be avoided at all costs.

There are many successful sales lead generation executives who believe that conversations are better when the other person is in front of you. While that can’t happen in case of telemarketing, executives can certainly do the next best thing by placing a mirror in front of them, so that the mind gets an impression of talking to the other person. And lastly, having a robust infrastructure in place is of utmost importance! After all, human effort can only go so far without the assistance of machines.

 

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In today’s times, the internet has become more than a means to offer customers the convenience of getting in touch with the brand. It’s also a very versatile promotional channel, and can prove to be quite a boon for marketers looking to go the extra mile to create value for prospective customers, and consequently, the brand. In this regard, creating videos and posting them on video sites like YouTube and Metacafe is a nearly foolproof way of getting the attention of the TG.

Creating channels on such sites is the first step towards sustained viewership. One can create a common descriptor about the brand and provide all kinds of contact information like email addresses, office addresses and phone numbers, Skype ID, etc. Promotion is also quite simple on such website via sponsored ads, owing to the advancement of the internet. A channel also ensures that the viewer can see all the content created by the company, resulting in higher chances of sustained viewership, resulting in a better B2B lead generation campaign. In spite of the fact that one can’t always track the audience coming from such sources, it’s nevertheless a great means of communication for existing as well as prospective customers.

 

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It’s important to know how distracted the people belonging to the TG are, with regards to whether they are searching for the brand or not. In case the audience is already searching, it’s great news! However, for brands that are not so lucky, the audience is busy indulging in a multitude of other activities on the internet, like reading articles, browsing social networking sites, etc. So, in order to get them to take a favorable action, it’s important to incite action. Many firms, in a desperate attempt to get more success in their B2B lead generation campaigns, start creating loud sounds, vivid graphics, etc.

However, while it might be a great idea for some industries, it’s not a one size fits all approach. So, it’s important to rely more on the content being provided, i.e., copy, rather than graphics and other elements. Essentially, it’s all about standing out from the crowd with competitive intelligence. It’s not uncommon to find the same kind of ads by competing firms on the same media. So, one can definitely get better response by creating a different brand identity that provides more value for the person’s time.

 

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It is a known fact that targeted campaigns work best with a single offer. However, the problem is that to get more leads, one needs to get different kinds of offers out all at once. So, here’s a list of the different considerations of choosing the right offer for better B2B lead generation.

The first among these is to decide whether the target audience is already defined, so that a better offer can be tailored as per their needs, or do you want to target a broader audience. In case it’s the former, the best idea is to choose an offer they are most likely going to say yes to, and which takes them to the next stage of the sales cycle. However, if the audience is broad and qualified, they may be at different roles in the decision-making process. For instance, it’s possible that out of 10 people who are part of the audience, only 1-2 are actually the ones who can take a call, but that does not mean the rest are not of any significance, as they may play a role in getting you closer to the top honchos. So, the best idea is to present different kinds of options so that the person can select their preference on their own.

 

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