Part of it may be that most buyers don’t want to meet in person. According to Sales Benchmark Index, 70% of purchasers prefer not to have a face-to-face meeting. They’re quite happy with virtual meetings. After all, today, everyone needs to get more done in less time, and face-to-face meetings tend to eat up more hours than necessary. In virtual meetings via the web or teleconference, you can educate buyers, helping them find the solution that fits their needs. In most situations, there’s no need to sit across the desk from them.
Given that inside sales can shorten the sales cycle and is also more cost-effective, it’s no wonder that there is an ongoing shift in the composition of sales forces. The ranks of road warriors with their hefty travel budgets are shrinking, while the number of salespeople inside the walls of the building — yours or a vendor’s — is expanding.
How to Use the Phone as a Sales Accelerator
So the phone works, but how exactly should you use it most successfully? Here are some tips.
- Get Ahead of Your Competition
- Nurture the Relationship
While you can cultivate relationships with email marketing, sending out content that helps your prospects, forming a deeper and more personal connection takes one-on-one phone calls. Through telephone calls, the business development specialist becomes the voice of the company. Instead of B2B relationships, they become person-to-person (P2P) relationships. Of course, you should not drop your email marketing program. It serves an important purpose. You may be wise, however, to add tele-nurturing into the mix at opportune moments. Rather than calling your prospects at random intervals, let them dictate when you reach out based on their actions. For example, if a potential customer attends a webinar or has been using a free trial, you might want to call them to see if they have any questions. At that time, you can assess their readiness to make a purchase.
No one ever said that B2B sales acceleration was easy. So, whatever you do, be persistent. Given the long sales cycle for complex B2B purchases, don’t abandon your prospects after a couple of tries. It can take between seven and 12 touches (emails, phone calls or other communications) to build a strong connection and trust. Even an accelerated B2B sales cycle can still take months.
Call us at +1 718-709-0900 (US) or +39 06 978446 60 (EMEA), or contact us online to learn more about how to use the telephone for B2B sales acceleration.