Getting in touch with the key decision makers in your target markets can be difficult. Changes in technologies and buyer behaviours mean the buying cycle is no longer the same as it once was, leaving prospects less and less likely to engage with an inside sales representative until the very last minute. What’s more, when the summer months draw in and colleagues, prospects and customers head out of the office and - in many cases, out of the country - hitting target can seem like an uphill battle.
We’ve put together 5 unmissable tips to help you improve your IT Telemarketing results this summer, and smash your lead generation target:
- Research your target accounts
By researching your key target accounts, you can begin to build a profile of the organisation- allowing you to identify a way in.
This could include mapping out key decision makers or authority levels in relevant business functions. With meet the team pages on company websites or social tools like LinkedIn, you can begin to put faces to the names in your database, building a better understanding of authority, responsibilities, roles and spheres of influence.
This coupled with recent company or corporate information will allow you to develop an approach strategy that is aligned with the current focuses and priorities of your prospect.
Another key area to review when researching your prospects is to check for any commonalities; it is possible your prospect has worked for or with any of your current customers? Or it might be the case that you have other customers or partners in common. This information might not be readily available but a quick review of your prospects website for a case studies page might yield results.
By tailoring your conversation to address the goals and challenges you know they are facing, you are much more likely to engage your prospects in an informative discussion rather than simply bombarding them with your well-rehearsed sales pitch.
- Always Qualify
Before you even pick up the phone to a prospect, always make sure they meet key minimum criteria and are worth your effort. Make sure you are always aware of the lead qualification criteria which is in use as preliminary research, or a basic website search might reveal information which either confirms their position as a target account or qualifies them out. Always look for information such as company size, turnover etc, as this will also help guide your approach.
As part of the research and qualification process, you may realise that your prospect is currently in business with your competitor. While this may seem to automatically qualify them out, it’s not always the case, so don’t be too hasty in doing so. A call with this kind of prospect will allow you to test the relationship they currently have with their supplier and uncover information about review cycles, and even why they chose a competing product; all worthwhile information which may be essential at a later stage or for objection handling.
Always make sure you are keeping record of any information uncovered that helps to stage out accounts which are completely unsuitable, while alternatively making note of the ones which should be revisited after a period.
- Know who could be a foot in the door
Sometimes it’s impossible to get the key decision maker on the phone. If you do manage it, they can often be very reluctant to share information. Other times, it is impossible to truly understand who has the ultimate say in any decision-making process. In these cases, it is best to map out who else within the organisation – most likely at a lower authority level – is likely to be involved in using or influencing the decision to buy your product or service.
By engaging this prospect in conversation, you can gather some first-hand information which can be used to fuel your later discussions and even better, they can often act as an intermediate, arranging a time for you to call back and speak to the true decision maker.
- Converse with your prospects - don’t read to them
One of the biggest causes of poorly performing telemarketing lead generation campaigns is when your prospects realise you’re reading to them from a script.
Scripts are limiting, especially when your prospects are most interested in finding out more about how your product or service can help them personally and not just about the generic facts and figures your inside sales team have learned to rhyme off.
When you finally get to speak to your prospect, make sure you are in a position engage them in a fully informed discussion about your product and service, have the knowledge and capabilities to tailor these the questions and challenges presented by each individual prospect.
- Confirming the follow-up
When your hard work pays off it is very rewarding to have an in-depth conversation with the key-decision maker – engaging in a discussion about their real issues and the benefits your product or service can bring to the table.
As a telemarking executive, it is important to remember that the first call, while important, is never the last and normally not the most critical. Making a good first impression is essential but securing a lasting relationship built on ongoing communication is even more so.
The follow up processes in a telemarketing campaign is key to successfully generating leads. Each communication you have with your prospect should be built upon the knowledge you have of them and the understanding you have of the buyer persona they represent.
This ensures that your follow-up process is providing them with the right content at the right time to nurture and convert them.
Even when a prospect isn’t as keen as they potentially could be, it is always good to have them agree to a call back – this allows you to judge timescales and will allow you to continue building the relationship.
By following these top 5 tips you will be more likely to hit your summer lead generation targets and be in good stead for the rest of 2017. For more tips on how to effectively approach your B2B IT Telemarketing goals, we recommend reading our guide below which shows how to design an effective call approach.