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Lead Generation – Call Guide Methodology

Lead Generation campaign’s single most critical objective is to schedule a fully dedicated and committed time to speak with an interested prospect.

Based on our extensive experience and deep industry knowledge, many marketing business development strategies simply miss the target. These flawed sales campaigns tend to include too much unnecessary information / data / statistics about the business and the service or product being offered. Without a doubt the prospect needs to comprehend the purpose of the appointment, however, understanding the true objective of the first call is paramount in designing the right conversation approach for your lead generation campaign.

It is absolutely critical to emphasize that we use the term “Call Guide” instead of “Script” due to our belief that every Sales Agent / Appointment Setter must free flow the conversation with the prospect, and use the “Call Guide” purely as a reference for key information, statistical data, and industry specific terminology.

Example I:

Multi-Focused Appointment Setting Call Guide:

“My name is Adam Fridman. I am calling from Idea2Result, a Chicago based Appointment Setting Service Provider. Our company was founded 7 years ago, we provide Appointment Setting Services and Business Development strategic advice to small and medium size businesses. Our single most critical objective is for our Appointment Setters/Sales Agents to fully integrate themselves into our client’s organization. We strive to ensure long-term sustainability of our client’s marketing campaign. We also showcase available agent profiles on our website to help our clients identify the right “chemistry” candidate. Are you available tomorrow at 3:00 PM?”

Comments: you have lost the prospect at “Hello”, by the time you finish, the prospect will only remember “Adam”. Keep in mind, this is only the first call, most people’s “this is a sales call” radar is immediately activated, they have mentally tuned you out, and they can’t wait to end the call for one simple reason, they are not interested to purchase your product or sign up for your service.

Example II:

Single-Focused Appointment Setting Call Guide:

“My name is Adam Fridman. I am calling from Idea2Result, a Chicago based Appointment Setting Service Provider. I would like to set up a time to speak with you for only 15 minutes and share the success we have had with ABC Company in your industry, and illustrate how it might benefit your business. Are you available tomorrow at 3:00 PM?”

This is a straight forward demonstration of honesty, confidence, assertiveness, directness, and respect for someone’s time. There are three possible outcomes from this type of Single-Focused Call Guide:

✓ Yes Response – mission accomplished, confirm information, and get on the next call, you are on fire!
✓ No Response and Hang Up – tough to counter this one, once the phone goes dead, game over.
✓ No Response to the Objective – great, now it’s getting interesting! This is a perfect opportunity for the really dedicated and driven Appointment Setters with a solid track record to shine and demonstrate above average conversion. Staying on point, respecting prospects time and intelligence is key! No gimmicks and no “what if
I could save you $1,000,000,000,000, wouldn’t you be interested”!

Couple possibilities for responses, depending on the established objective:

✓ Know enough about the product or service to answer all basic questions
✓ If technical objections or questions arise, a possible response “great question, I would certainly want to know more about [their comment]! This is exactly why we are looking to schedule an appointment with our expert, would tomorrow 10:00 AM work for you?

It is absolutely critical to ask for an appointment at the end of every response by the prospect, and not let the conversation hang, there should be no awkward silence, not even for a second! A successful Single Focus call should not take more than 3 to 5 minutes until next step is established, and a follow up appointment is scheduled.

Remember, this is the first call, everyone’s “this is a sales call” radar is activated and they can’t wait to end the call for one simple reason, you are not there to purchase their products.

A Lead Generation Call Guide Single-Focus:

“My name is Adam Fridman; I am calling from Idea2Result a Chicago Based Appointment Service Provider. I would like to set up a time to speak with you for 15 min and share success we have had with ABC Company in your industry and how it might benefit you. Are you available tomorrow at 3:00 PM?”

Honesty, directness and respect for someone’s time and assertiveness. There are three outcomes from Single-Focus Call Guide:

✓ Yes Response – mission accomplished, confirm information and get on the next call, you are on fire!
✓ No Response and Hang Up – tough to counter this one, once the phone goes dead, game over.
✓ No Response with Objective – great, now it’s getting interesting! This is a place for successful

Appointment Setters to shine and demonstrate above average conversion. Staying on point, respecting prospects time and intelligence is key! No gimmicks and no “what if I could save you $1,000,000,000,000, wouldn’t you be interested”!

Couple possibilities for responses, depending on the objective:

✓ Know enough about the product to answer all basic question
✓ If technical objection or questions, possible response “great question, I would certainly want to know more about [their comment]! This is exactly why we are looking to schedule an appointment with our expert, would tomorrow 10:00 AM work for you?

It is very important to ask for an appointment at the end of every response to the prospect and not let the conversation hang. Single Focus call should not take more then 3-5 min until next step is established in the lead generation process.

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