Really, this is something that a lot of marketers are having a hard time mastering. And before you start saying that your B2B lead generation specialists are doing a better job, you should first consider the possibility that they may not be doing it ‘ideally’.
You see, the problem about generating sales leads can be traced to us often flooding our prospects with information. We want them to know more about our business, our offering, and what we can do to help them reach their goals. Yes, that will give them a lot of details, but how sure are you that they will favor it? Truth to be told, they will most likely hang up the phone.
That is because you, in your eagerness, used a sales pitch on them. While using a sales pitch is useful in guiding your general actions (although some companies insist that you follow the sales pitch verbatim), this rarely works in today’s highly information-dense audience. Every minute, every second of their lives is a deluge of information going into their heads. Adding your telemarketing sales talk will not help matters. Indeed, this may very well cause them to resent you, close their doors, and turning your B2B leads campaign into a failure. Even if the prospect is willing (and they actually need your service), they will not buy from you because you just flooded their minds with gibberish. It sure makes you want to find another method, right?
Actually, there is one, and that is to start a conversation. It does not have to be a long one or anything. It just has to be easy and social enough to compel your audience to listen to what you say. And mind you, you are not telling them all the details yet. You just aim to getting a reaction from them at the start. As an example, you can study this conversation below:
You: Hello, I’m (your name) from (name of your company). Is this a good time to talk?
Prospect: Yes (or No).
You: I see. Well, I’ll make this short. IT companies call us to help increase their visibility in their target markets through offline means. May I know how your company is doing this?
This is a good conversation starter for appointment setting. It does not really need to tell everything at the start, but it does set the stage for you and your team to continue the conversation. Ask them the right questions and obtain the information you need. From what you learn here, you can then craft an effective solution to their problems. Just take it slowly and let the conversation take its course. Build rapport first and establish your relationship with them firmly. That is how you do it correctly.
Naturally, you will arrive at the point where you can pretty much figure out what your prospects need. That is the time for you to ask for the sale. Still, you have to remember that using the conversation method of B2B lead generation can take several calls or interaction before the final stage is reached. Be patient and focused on your work.
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