Many of you use telemarketing to support your lead generation and pipeline management. There’s a world of difference between average and high performers. Marc Hughes, seriously good at telephone lead generation, talks here for 2 ½ minutes on why conversation and recording information are key to reducing gestation period and gaining higher closure rates.
Podcast:
Why conversation and recording information are key to reducing gestation period and gaining higher closure rates.
- 2 Min 28 second podcast
- Your BD Pipeline. Reduce gestation & increase deal numbers
- From Marc Hughes, seriously good at telemarketing
Whenever we look at, train and hear recordings from telemarketers, it is evident that in nearly all cases we find that the people making the calls have not been encouraged to hold intelligent business conversations. There’s a lot of telling, but very little engaging chat. You could call it a lack of participation.
The effect is quite obviously a disconnect between prospect and caller. The result is a disinterested prospect and no understanding of the prospect’s situation. Nothing to build on beyond the first call.
Conversely a professional chat, peer to peer, possibly in places light-hearted can ignite a relationship and gain the required trust to open up. One key to opening up a conversation is questioning technique. Go here to download a useful questioning crib sheet.
Facts into specific fields. These can be as simple as lease renewal dates etc. When I had my accountancy practice I tried to record for each SME I spoke to; their year end, accountant and where possible the partner they dealt with and their dates around property. Whenever an accountant sold, merged etc. I knew their clients would feel vulnerable and so I would call them to check their situation. The property information was a real gem. Phone the potential client a year or so before the lease expires, chat about business, remind them the lease is due and that if they deal with it early, they will get the upper hand. Invariably I could pass this on as a lead to a commercial property lawyer. Quid pro quo measured.
Idiosyncratic information. This would normally go into a notes field. Reminders to keep the relationship flowing (next time you speak). Plans and ambitions, target markets, anticipated purchases and significant events. For current evidence listen to Marc’s 2 min 28 second explanation here.
Feelings and personal information etc. are pretty much outside GDPR, so steer clear of those.
In conclusion, to gain more sales quicker, ensure your telemarketers can have an engaging conversation with your prospects; rather than one in which the prospect merely listens, or gives in, to the telemarketer.
As Marc says in his podcast here it’s simple but not easy.
