B2B Lead Generation Calls Must Be Focused - Volkart May - ContactCenterWorld.com Blog
During a B2B sales calling campaign, it’s important to ensure that each prospect call is focused. If agents try to do too much or extract too much information, they may end up with nothing. Before reaching out with a call, it’s necessary to figure out what your big picture goals are and then work backwards to determine the questions you should ask. Doing (or asking) too many things can dilute the message.
Common goals of B2B sales calls include:
Setting an appointment
If the goal of the outbound calling campaign is to set up a phone appointment, face to face meeting, or a web demonstration of a product or service, it’s important to ask questions that will identify whether the decision maker has an active need. If they do, they are more likely to be open to scheduling a follow up appointment with the sales team soon in order to get the ball rolling. Agents should ask about upcoming projects or buying patterns to determine if it’s the right time to take the next step.
Qualify a lead for the sales team
The goal of any B2B company is to get leads and turn them into sales, but unfortunately all leads aren’t created equal. Some people who submit lead forms don’t conduct adequate research before getting in touch and don’t realize that it’s not the best fit. You don’t want your sales team to get caught up in dealing with the leads that you know aren’t going to go anywhere. Business Development Specialists can ask questions that will help determine whether the lead is valuable or not. Is the contact a decision maker? Exactly what kind of product or service are they looking for?
Profile a prospect
If you’re targeting a new audience or entering a new market, it’s important to build up your database of potential customers. As it continues to grow, a database can become an organization’s most important asset. At this top of the sales funnel stage, agents can focus on establishing an initial relationship and obtaining contact information including contact preferences, email addresses, and phone numbers of decision makers. Agents can also validate lists that may have been purchased to ensure quality.
Remember, every call (and lead) is different and has a unique background and individual needs that should be addressed. Spending the time to determine the specific goal of each call and keeping the call focused ensures that your marketing and sales dollars are well spent.
Publish Date: October 1, 2015 5:00 AM
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