It is our experience that if B2B Appointment Setting Campaign, is not handled with a “scientific” approach, it will not yield sustainable results for your lead generation.
Many businesses have embarked on telemarketing as a tool for their business through a “simple approach”, find a telemarketer through the internet, tell them they are after and pay a fee.
Here are the considerations:
Prospect: Begin by listing every type of customer available in your organization. Prioritize by what is important to you for this camping, considerations: ease of contact, size of average order, geography.
Contact: “Decision Maker Please” is not always the right way to go, they are difficult to get on the phone and often do not handle the research into the buying decision.
Data: Garbage in, garbage out. Data is the foundation of your telemarketing campaign, cheaper data could substantially reduce your conversion rate and greatly increase the expense of lead generation.
Pitch: Here things get complicated. Best telemarketer working on the most refined data will not be able to succeed without a strong Pitch. Offering a free, no obligation next step will increase your changes of setting up an appointment. However, be carefully not to keep this to open ended to have many unqualified appointments clogging the pipeline and discouraging lead generation folks.
Objections: Must, must prepare telemarketers for most common objections to ensure phone conversation is not finished prematurely. In fact, this is possibly the most overlooked step in the process, this is a surprise call and your prospects are busy professionals, they will often have multiple objections before agreeing to the next step.
Follow Up: Do your best to educate your prospect about your company, to warm up to your next step.
Track Results and Improve this lead generation Formula continuously.