Tuesday, November 22, 2011

Customers, Prospects, Engagements

As a lead generation – telemarketing company we are in a constant dilemma as we shift though and search for prospects, leads and customers for our clients.

We are suppose to be the miracle workers, finding golden nuggets where normal sales people cant or aren’t able to.

It’s a not nice world out there. We don’t always get want we want nor are we able to get the desired result we are looking for.

That is why I love the rule of #2. The rule of number 2 states that every account is already owned by someone. Muhammad Ali after fighting Joe Frasier once said “You got to beat the champ, you don’t just trade punches you go to beat him.”

The same holds true in sales. You got to beat the current supplier not just match his price or service. You have got to be better; you got to beat the champ.

In the land of Customers and Prospects maybe what we should expect more is engagements. Yes that might be lowering our expectations but we need a legitimate place to start the dialogue to becoming a customer. Don’t think I am trying to lower the bar on my work expectations. No, what I am saying is that we are going after the bull’s-eye but when we do find a company willing to start the engagement process that is not a lose.

It is far better to have a prospect you are engaged and conversing with than no conversation at all. Your real problem is to be able to measure the level of conversation. As long as you are communication with the prospect you have or should have some level of progress along the sales cycle. And while there is no true gauge for measurement every marketing and sales program should have distinct goals.

So what is a successful engagement? Is in increased sales? That would be nice and very trackable. Is it responses? Again very trackable and countable. As we move though the sales funnel we start to define more specifically if this is a quality lead or a “tire kicker”. An email campaign, direct mail program, all help to keep you in front of and on the mind of the prospect. I would hope you are in for the long term and not a one close, one sale wonder. Email, direct mail, social media marketing are areas of engagement or continuing engagement. It is keeping the flow of conversation going until you not just bid on a job but get your first sale.

The number of channels you can engage prospects is ever growing. Not just Facebook, LinkedIn or Twitter but MerchantCircle, Storeboard and the ning sites to name a few more. It is getting more complemented in some ways which it is important you keep track of what works and what does not work.

Larson Notes & Satire: Telemarketing can only take you so far down the sales process. Sure sometimes we get quote specs off a cold call right over the phone, we get appointments, but sorry more often than not we get companies in the ball game for them to do the job of closing the deal.

We have created a program that some companies follow and some don’t. Their choice of course. Most sadly take only a part of the entire program so they don’t receive the full benefit.

As stated best is a multichannel attack because one size or one approach does not fit all. Need help call us.

“We don’t sell lists, we find customers.”

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Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better


P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

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