Bob has over 30 years of sales and marketing management experience. He founded and was President of a successful sales and marketing consulting firm and call center that specialized in creating sales and marketing campaigns for both start-up and high-growth organizations for many industries, including manufacturing, pharmaceutical, telecommunications, banking/financial, insurance, real estate, and security. Bob is a visionary leader and is known for his ability to revitalize operations, build high-performing call centers, generate incremental sales growth, and grow market share.
Here are a few B2B lead generation New Year’s resolutions that will get you off on the right foot for 2015.
“There can be as much value in the blink of an eye as in months of rational analysis,” wrote Malcolm Gladwell in his book, Blink: The Power of Thinking Without Thinking. Clearly, many of us believe this as we make snap judgments about the people we speak with on the phone, deciding in a flash whether we’re going to continue a conversation or bow out.
First impressions are powerful. And if you’re trying to create B2B sales opportunities, you want the first impression you make on a phone sales call to be pleasant, professional and engaging so that your contact is happy to converse with you and you’re able to accomplish your goals.
“Success is where preparation and opportunity meet,” said Bobby Unser, one of only 10 drivers to win the Indianapolis 500 three times or more. If you want to be a winner too, prepare for professional, goal-oriented phone calls as follows.
If you’re making a cold call, you are likely reaching out to business people in targeted industries. Do your due diligence to unearth the issues and trends in each industry and how they impact the benefits your products or services provide.
When you’re making a warm call, dig a little deeper. For example, let’s imagine you’re following up with Mary Jones. She provided her contact information and company name, Healthtest, when downloading a white paper from your website. You should:
With this knowledge, you can prepare to talk with Mary about how your offerings align with her needs.
Once again, your opening statement will vary depending on whether it’s a warm or cold call.
If you have a web form which asks people what they’re looking for, you can incorporate this into your opening statement. For example, at 3D2B we might start a conversation in an open way, saying “I received your inquiry into our services and see you’re looking for help with a lead generation program, how can I help you?”
It’s simple. It’s open. It gets the conversation going.
If your web form collects contact and company information only, open the call by thanking the individual for downloading your white paper, attending your webinar or whatever action they took to become a lead. Then say, “May I be of any assistance or do you have any questions that I can help you with?”
When cold calling, you’re operating with less information. You need to start with the basics and make sure you’re speaking with the right person. Then, you might open the conversation by saying, “Are you familiar with (YOUR COMPANY NAME)?” If the contact says “no,” it gives you an opening to explain what your company does and your value proposition — how you can help them.
Whether a cold or a warm call, distill your value proposition before picking up the phone. You may need two or three value propositions per industry as people will be facing different challenges in each. If you know a little more about the individual you’re calling and their company, you can create a more customized value proposition.
So, the key to making a good first impression is three things: preparation, preparation, and preparation. And, never forget to listen more than you talk!
For a free consultation to learn how business-to-business telemarketing can increase your business, call us now at +1 718-709-0900 (Americas) / +39 06-978446-60 (EMEA).
B2B sales and marketing managers spend plenty of time preparing for tradeshows – developing new products, the booth design and construction, and creating and printing up literature. But often they fail to do the one thing that could more than double or triple their return on investment: