In 2001 Italian native and rugby lover Giuseppe graduated from I.T.I.S. Euclide with a degree in Information Technology. After graduation, he worked in Germany for Techmar Comunication Gmbh, a multinational company, as a business development representative for the Hewlett Packard IPG department. Here he generated more than $1.5 million a year in new opportunities for the Italian market.
In 2003 Giuseppe returned to Italy to work for 3D2B. Since then he has become a senior project manager for the Italian and Spanish markets, responsible for generating leads and revenues.
We hear so much these days about the customer-driven buyer’s journey and that more than half of the sales cycle occurs without prospective customers contacting a sales representative. The new buyer’s journey puts ever-increasing pressure on marketing departments to handle the pre-sales process.
Although marketing technology, with its lead scoring, data integration, and automated content delivery tools, can help marketers respond quickly to inquiries online and deliver targeted content, it’s often not enough. That’s why the best marketers still match high tech with the human touch—especially when their product line is complex, and the sales cycle is long.
It’s not enough to capture a lead, follow up, pass the lead to sales, and hope for the business. You need to turn requests into qualified leads and ideally sales-enabled leads. Marketing’s job is to get salespeople in front of prospective customers. And one of the best ways to do that is to work with a professional telemarketing service that specializes in B2B sales and develop a proven appointment-setting strategy.
To accelerate growth, you may want to expand your business geographically. For example, because emerging markets are less mature, they are likely to be on longer growth cycles. While these regions may be attractive, there are risks. These include lack of understanding of:
With a do-it-yourself approach, you’ll have to spend money on overhead items such as new regional offices. To mitigate these risks and move into new markets more rapidly, you can use channel partners.
Have you ever noticed that some tasks can be intimidating, but if you have a step-by-step, proven process, and you practice the task, the fear goes away and the tasks become easy? Well, cold calling is one of those tasks that many people fear. However, it’s still a powerful way of building business. So, rather than make excuses not to do it, find out how to do it well and practice your cold call techniques until you’re confident. Below are some tips to help build your confidence and your success rates.
“Success depends upon previous preparation, and without such preparation there is sure to be failure.”—Confucius
To conduct a successful cold call, you must first break the ice, and this takes preparation. It starts with researching the customer or prospect you’re calling, including their industry and market. This investigation helps you to assess their potential problems and determine how you might be able to help them with your product or service.
After the initial research, you should prepare a brief introduction of your company, in terms of how it can help person you’re calling. Also, create some questions that enable you to assess the prospect’s situation, problems and the implications of the issues they’re facing.
You’re a real person calling another real person. So, you don’t want your opening to sound like a robocall. Starting with a simple “Good morning Mr. Brown. How are you?” makes for a relaxed opening.
Let’s face it, there are often remarkable similarities between your company’s and your competitors’ offerings. So how do you differentiate your company and get attention? Statistics and storytelling are key to engagement and credibility. Provide the facts about problems your company has solved. It can surprise your audience, incite curiosity and spur conversation, especially if you use a story closely related to the problem your prospect faces.
So, know your company’s case studies inside out so you can naturally weave them into the conversation. However, while you do this, make sure you tailor the stories you tell to your prospect’s needs.
Goals are your landmarks on the roadmap to success. If you know the landmarks along the way, you’re much more likely to reach your destination. So, set a realistic goal for your call and make sure the focus is on helping the prospect. For example, make it a goal to learn about your prospect’s problems and develop a plan for the next step in helping them to solve the issues they’re facing. This step might be sending them a white paper and following up with a scheduled phone call. If you approach your goals in this prospect-friendly way, you’re more likely to be successful in the long term than if you focus on sales alone.
To solve a problem, you have to ask questions that enable you to define the issue and determine the best approach. For example, as a company that offers lead generation services, we want to understand the difficulties our prospects have with generating leads. We might ask:
If you aim your questions at helping the prospect and developing a solution, you will find it easier to develop a relationship with them that could eventually lead to a sale.
For most of the sales people, moving the sales process to the next phase of the sale is difficult. Again, since it’s all about the prospect, you can’t be pushy about the next steps. But since you’ve already outlined the problem and have the prospect’s attention, you can now move seamlessly into the solution. Clearly state the benefits of solving the problem, and how your product or solution can help. In other words, you’re demonstrating how the solution is crucial to your prospect’s job.
Once he understands that you’re helping to make him and his business more successful, ask which day and time are best for your next teleconference or for a salesperson to meet with him.
For a free consultation on how to use business-to-business telemarketing to boost your sales, call us now at +1 718-709-0900 (Americas) / +39 06-978446-60 (EMEA).
“The only way on earth to influence other people is to talk about what they want and show them how to get it,” said Dale Carnegie in How to Win Friends and Influence People. Since business development is all about influence, that’s a statement worth etching into your mind.
But first, how do you know what other people want to talk about? Ask questions and listen.
So, listening is a critical skill for all business-to-business telemarketers. It enables them to understand a prospect’s situation and respond with relevant questions and insightful answers. And because we lose the ability to use body language on the phone, listening is even more important on the phone than during an in-person sales call. When you listen, you can more easily empathize with a prospect. Also, when you listen, you demonstrate respect, enhancing the chances for business collaboration, problem solving and developing a win-win situation.
Channel partners can grow your sales and spread the message about your products or services. But to have an effective channel partner program, you have to recruit the right channel partners to achieve your goals. This post explores channel development tasks from partner profiling to lead generation and qualification.
A powerful strategy for growth in business-to-business telemarketing is to leverage channel partners to sell your goods and services. It works best when channel partners have connections with the companies you want to sell to; the marketing resources and know-how to reach them; or the ability to add value to your offering. For example, companies such as Oracle, IBM and SAP have created successful channel partner programs with geographically dispersed industry leaders that have solutions’ expertise to reach clients across the globe. Their secrets to success include using business-to-business telemarketing for channel partner profiling, recruiting, support and more. Discover 7 best practices for success.