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Lead Generation
... Cont'd
A company's goal as an effective
marketer is to create a relationship that makes it more
desirable and easier to buy from them. When products and
services are perceived to be equal between suppliers or
viewed as commodity based services people will buy from the
company that is easier to do business with or has the
cheaper price. Conversely when faced with the prospect of
buying a more risky product or service they willl buy from more
familiar companies. Relationship marketing is made
successful by periodic contact and effective business lead
generation which educates decision makers over time with the
relevant product / service information.
Business lists and the marketing database is a fundamental tool for
successful business lead generation. The time spent in
selecting who you call is as important to generating
qualified business leads as compared to all other factors
involved. High quality business lists include important
demographic information that is critical in selecting
companies who will find your services applicable.
When a qualified business list has been prepared matched to the customer
profile your after and dependant upon company resources you
may decide to outsource telemarketing to a third-party
provider. Telemarketing is a lead generation program that
offers a cost effective alternative to more traditional face
to face selling. Through business telemarketing you can
reach up to 50 decision makers a day at a cost of $5 per
contact. In contrast with traditional personal selling
methods, 5 sales presentations are typically made at an
average cost of $400.
The primary objective of telemarketing scripts is to get the appointment.
At a time when business decision makers are bombarded by
various sales pitches via direct mail, fax, e-mail and even
instant messaging ! A phone call is an extremely personal
and effective way to make initial contact. The fear of
rejection is the main reason cold calling is difficult,
veteran sales leads companies view cold calling as nothing
more than a way to introduce clients and the business their
representing to a prospect.
A typical prospecting agent will contact roughly 50 to 70 companies a day.
Successful prospecting sales is assertive not pushy. Pushy
is when they only care about securing the appointment.
Assertive is when you genuinely believe in what you have to
offer and are looking for people who have a genuine need for
your service. Effective teleservices are planned and
developed to work in cooperation with outside field sales
staff. The value in market prospecting becomes evident when
you consider that a well trained prospecting group can
qualify a typical market list of several thousand down to
the few hundred who want to make buying decisions now.
Specialized sales groups are provided maximum leverage in
knowing where to focus valuable energy and how to prepare
for sales follow up.
Effective lead generation begins with a well defined purpose, what is the
outcome you want as a result of your contact. Chances of
success are drastically improved when a clear value
proposition has been scripted.
Professional front line representation is key in getting your message
across too the right people. Customized training ensures
prospecting agents sound seamless in representing client
organizations and that leads are qualified up front.
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Copyright ? 2002 proCall Marketing Inc. All rights reserved.
Email:
info@procall.ca :: Phone: (403) 265-4014