Sales Velocity Partners
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Keys To Lead Generation Success Sales Effectiveness Is Top-Of-Mind For All B2B Executives. Long viewed as administrative functions, sales and marketing operations are now being extended to include driving effectiveness. This change requires new ideas, new skills, and new profiles within the organization. Today’s companies only possess skills that are needed for lead management. A move is now required that they go from lead management and into lead creation and then lead development. They must realize that they have to integrate around the customer buying experience.
The Sales and Marketing Organization of the Future. Demand creation is really the responsibility of marketing. They create the collateral, tools, and presentations for the Sales Team who typically underutilize and reinvent them because they believe that they don’t resonate with the marketplace. A new model has evolved requiring greater coordination between sales and marketing.
List Targeting Is the Most Important Key to Success. It can be very costly to call into a list that does not contain an appropriate market. Even before a demand generation program is developed; the success of the program can be jeopardized unless special attention is paid to the list. Good list targeting involves using a list of the organization’s contacts with a high propensity to purchase the solution being offered. By segmenting markets by their propensity to buy, any organization can successfully concentrate marketing dollars on key market segments, thus increasing the likelihood of substantial revenue gains.
Using Telemarketing Will Not Work. If your product offering is too complex to describe via the phone, or too expensive to attempt to make an immediate sale, you will always encounter difficulties. You need to view telemarketing as a way to enhance your other marketing initiatives. It can be used to create initial awareness or interest, or as a way to reinforce a brand name or image, or even as a follow-up tool throughout the evaluation process. It is superior to other forms of marketing in that it can be much more cost-effective, can have an immediate impact, can react quickly to changes in the marketplace, and is a more personal way of reaching your customers or prospects. Integrate the Program into Your Current Marketing Strategy. Failure to integrate the program into your current strategy is a pitfall many companies experience. Telemarketing is best used as a complement to your other mediums.
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Sales Velocity Partners
www.salesvelocitypartners.com
Make Sure All of Your Messages Are Consistent. Is your message understandable to the intended audience? Is it phrased so that it will be understood? When communicating with your prospects, do not reiterate what they already know about their situation ‌ instead start off by telling them how you can solve the particular challenge they’re facing.
Set Defined and Attainable Goals. What are you hoping to gain from your marketing practices? Your goals should be specific, measurable, and achievable. It is also very important to set specific timelines for achieving your goals.
Conduct Multiple Targeted Campaigns. An email mail campaign should be used in conjunction with lead generation and is a highly effective way to build a strong customer base very quickly. Carefully coordinate your follow up calling to ensure the call arrives when an email piece is still top of mind. Email followed by telemarketing generates two to 10 times more response than telemarketing follow-up alone.
Relationships Can Take a Longtime To Form. As the cost and complexity of a purchase rise, decision-makers place more emphasis on forming a strong relationship with a vendor who will do more than quote prices and take orders. Businesses need vendors who will help them learn how to evaluate and make the right purchasing decisions. This results in understanding each prospect's needs and illustrates that the company's products meet those needs, which encourages the prospect to select that vendor.
Multiple Calls Are Needed To Reach the Appropriate Decision Maker. Especially if you are trying to reach C-level executives, it may take a several attempts to initiate a conversation. Even once the person is contacted, they may wish to receive information on your company or the product/service being promoted before they engage in further conversation. Many prospects are not willing to relinquish much information about their company without first knowing at least basic information about your company and its offerings. These preliminary conversations also serve as relationship builders. You are establishing a repertoire with the contact ‌ which will improve the reception of your eventual offer or request for information.
Remain Patient and Do Not Expect Success Overnight. Allow sufficient time once you have chosen to use telemarketing and have decided in what capacity to use it. Now you are now ready to actually design your program and begin the calling. The first couple days of a program are usually the time to test your strategy and approach. Keep an open mind and be willing to make changes to fine-tune your program. With patience and diligence, you can create a successful campaign with measured results. Page 2 of 3
Sales Velocity Partners
www.salesvelocitypartners.com
Nurturing Is About Creating an Information Flow. Helping customers discover what they need and how you can best service to them. By contacting the prospects throughout the year, companies can impact retention, and that will in turn impact the bottom line. This solution is not a quick fix, nor is it a simple marketing tactic. This process is a strategy and for companies in competitive markets - it is one of the most effective strategies that can be employed. It allows you to stay in contact with every prospect - and every source of influence on a regular basis - without tying up the sales team.
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