I'm Not Making The Cold Calls!

At a holiday party, a well-dressed, articulate woman and I engaged in conversation. She said she was a former account executive for a top marketing company and I told her my company makes prospecting cold calls and sets sales appointments for a variety of companies.

She looked at me and said, "I get it. What a great idea. When I was a sales rep there was no way I was going to make cold calls, in person or on the phone!" She went on to say that she relied on internal leads from an inside sales appointment group and referrals.

When I asked if she could make more money by prospecting herself she said, "absolutely, but I did well enough. I didn't get rich, but did OK."

Her former company, that wanted the sales force to prospect, but didn't enforce it, is now out of business. Maybe too many sales people were happy to do just enough to be OK.

The Fallacy of Pay for Performance Appointment Setting

by Brian Grinonneau

If a deal seems too good to be true, you can bet it is.

When searching for a sales appointment setting firm, some clients are tempted by the pay for performance model. It is intriguing. Have the appointment setting/ telemarketing firm only receive pay if appointments are made. It seems risk free. It is not.

Most pay for performance models are hatched in offshore call centers. The problem, aside from a language barrier, is these performance based companies push too hard, don’t disqualify poor prospects, use sub-par callers, waste a lot of your time and leave an indelible ugly mark on your company image.

A pay for performance telemarketing company oft-times is poorly equipped to put your best business foot forward. It makes haphazard calls from a noisy room with no real structure in place. The only goal is to get lots of appointments with no regard for quality or planning. The caller who is working on your account today may not be tomorrow and on day three it is someone different again perhaps with no knowledge of the intricacies of your project.

To achieve success when outsourcing your sales appointment setting strategy, you have to select a firm that has a solid management team with a strong sales background. This team will be responsible for putting you in front of the accounts you want most, but also in helping you better understand your market. Leading call centers will know the best prospects on whom to call, why they buy and how to set and appointment with them. The right appointment setting company should be an important, natural extension of your sales department focused on your ROI.

The best way to find the right telemarketing firm is to perform due diligence by asking the following questions:

May I see the bios of your management team?
What is included in your service?
How are your calling agents compensated?
Will I have a caller or two assigned exclusively to my project?
How do you monitor progress on my project?
How do you report results and market trends to me?
How often will you communicate with me and by what form?
May I speak with and confer with the callers assigned to me?

Marketing is an ongoing testing process and a telemarketing center is an important part of it. A call center's ability to be proactive, change direction when needed, and carefully track the strategy will give you a clearer view of your successes.

When you next consider a telemarketing company know that your best results will come from a company that has solid management, meaningful reporting and educated, well-paid callers. Don’t be tempted by the seemingly low priced offerings of pay for performance plans. They will cost you more than you could ever imagine.

Why Should I Meet With You?

If you want a prospect to meet with you, there better be a good reason--a compelling can hardly live without knowing more reason.

Today’s business world flies at break-neck pace making time the most precious commodity and if a prospective customer is giving up some, he has to get something of greater or equal value in return.

What do you have to give? What is your value proposition? If you don’t know, it’s time to define it.

A prospect will spend time with you if he perceives you have something that will in some way(s), make his life better. You won’t get in the door satisfying a want or need. He can find that satisfaction anywhere. You aren’t the only shop on the block. You do have something that is unique that may entice your prospect to meet though. Figuring it out is the cornerstone of your approach.

Here is a typical approach used by more sales reps than you’d care to imagine:

Good Morning, This is John with XYZ Widget Company and we help our clients streamline production by using our innovative products.

What does that mean exactly? Nothing! Like the blind squirrel finding the acorn, an occasional appointment can be had with this below average attempt, but it sure won’t fill a sales pipeline.

To really attract attention, give examples of what your product does for named clients and how they feel using it. Be specific. Talk about cutting expense, adding more dollars to the bottom line and customer experience. For instance:

Good Morning, This is John with XYZ Widget Company and we have a process that has helped ABC, DEF and GHI companies increase sales by more than 30%. They also cut labor expense by 20% and the managers, like you, received nice cash bonuses and were able to stay home weekends.

Be specific. If you want a prospect to spend valuable time with you, give him a reason—a real reason to do so.

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The Two R's Of Appointment Setting

You have to get two basic steps right to successfully set a sales appointment. You have to call the right prospect and deliver the right message.

Brilliant, huh?

You might be surprised how difficult it is.

Most business owners, big and small, Fortune 500 and entrepreneur, spend the majority of their energy calling the wrong prospects. People who will never do anything but waste the sales reps’ time. This isn’t an intentional strategy, but one born of poor planning and sometimes outdated management thinking.

Any given company has prospects that fall into a scant few SIC codes or categories. A superior sales organization takes the time necessary to identify the prospect most likely to buy from them. Not the prospect whose need can be filled or want sated, but the prospect that does buy the service or product the company sells.

Want to drive more sales? Work on your list of prospects. Throw out those that have been in your database too long. Be liberal in tossing to the curb those that don’t fit your narrow profile.

Once you’ve identified a list of prospects that deserve to be called, you need to craft a smart introduction script. That script will keep you from deviating from the main points you need to make and with very little practice will sound as natural as if you are talking to a friend.

Cover the basics. Begin with your name and company name.

This is Brian Grinonneau with the appointment setting firm MaSM.

State the purpose of your call and develop some interest.

We’ve set high-level, qualified sales appointments for ABC and DEF companies with the accounts they wanted most resulting in a good deal of new business being closed.

Ask for an appointment.

If you are considering any new options in your sales strategies I would like the chance to introduce myself and my company to you and if there is anything you hear that you like maybe you would think of us in the future.

Would you have time in the next week?

Schedule the appointment.

Your script is used to set an appointment, period. You are generating enough interest in your offer for the prospect to take some of his most valuable commodity, time, to meet with you. Take your time and develop the script with precision. Make sure that every word is right and conveys the meaning you want. The results will be worth the time invested.

If your prospecting is off kilter and your sales pipeline isn’t full make sure that you are calling the right prospects with the right message. Build the list. Develop the words. Work a system. Smile and dial. Set more sales appointments and close more deals.

Sales Appointment Setting: A Matter of Geometry?

by Brian Grinonneau


Amazing isn't it, the number of smart business types trying to fit a square peg into a round hole with their approach to sales management. It doesn't fit! It never will. Open up to some new options.

A sharp sales rep wants to sell. That's all. No cold calls. No prospecting. No scheduling meetings. No paperwork. He wants to get in front of the client and perform. (see: close the deal) Problem is: overwrought sales management thinks that you need to push the cocky sales staff to build a skill set that focuses more on the mundane tasks of sales planning. Ridiculous! Delegate the job to someone else.

Before you say it costs too much to bring on new staff to work for the sales reps, you need to really consider the ROI. MaSM studies in late 2007 show that sales productivity can more than double and cash flow is akin to ocean waves when using appointment setters.

A sales appointment setter is an introvert who prefers making a connection by phone and setting the stage for the performer. The sales star is an extrovert focused on the gratification of the sale and the money and bragging rights it brings. Two distinct halves of the sales equation that make for one hell of a result.

Sales appointment setting brings real meaning to the most overused word in business today: synergy. Pair up sales appointment setters and even the most average sales reps and you've got a team that will blow away quotas and projections. ROI will finally mean something.

Doing what you've always done and expecting different results just doesn't work. You know that. It really is the square peg, round hole theory.

90% of Some Marketing Budgets Spent on Appointment Setting

By Sally Johnson

It’s important enough to focus on and I can’t stress it enough… Telemarketing is used to set appointments because it works!

Some businesses are so aware of how effective this is that they spend as much as 90% of their marketing budgets to have telemarketers set appointments for their salespeople. Getting their sales reps in front of the right decision maker increases the liklihood of a sale, and businesses know it!

That’s because the sales person is able to have an uninterrupted and exclusive time with the prospect. This undivided attention gives a good sales person the chance to present the features and benefits of the product, answer objections and close the sale. It’s much harder for the prospect to say “no” when they are face-to-face with the presenter.

In fact, it increases the sales rate dramatically and businesses know this. Cold calling is a drudgery compared to having a standing appointment already set for an in-person meeting with the decision maker. Telemarketing is used to set appointments and businesses have found it to be worth the expense.

Sally Johnson has been in the telemarketing business for over 20 years and now enjoys written and researching new industy trends.

8 Powerful B2B Sales Lead Generation Techniques To Help You Reach Your Sales Prospects

By M. H. "Mac" McIntosh, President, Mac McIntosh Incorporated

Most of the fastest growing B2B companies do not rely solely on just one sales lead generation method. Sat Feb 3, 2007

Most of the fastest growing B2B companies do not rely solely on just one sales lead generation method. They have a complete arsenal of sales lead generation tools at their fingertips, that they can use at any given time.Here are my eight proven B2B sales leads generation techniques gleaned from helping over 170 B2B companies reach their sales prospects:

1. Sales lead generation using relationship marketing

Relationship Marketing is the approach underlying all of the "sales-lead-generation-success" methods. Relationship marketing simply refers to cultivating a personal, sales-winning relationship with your prospects. It’s about developing longer-term relationships with customers rather than individual transactions. During my 20+ years of experience in B2B sales lead generation, I've discovered the key to picking up sales others leave on the table is to keep in touch with your prospects via a series of ongoing communications and offers throughout your prospective customers' consideration processes.

2. Sales lead generation through complementary partner referrals

By joining forces with complementary partners, you can instantly multiply your sales lead generation pool and make it easier for companies to engage in doing business with you. Out of all the sales lead generation programs available to you, complementary partner referral programs can generate the highest qualified B2B sales leads.

3. Sales lead generation using search engine optimization and Internet marketing strategies

Business buyers are more sophisticated and getting harder to reach than ever. Studies show that about 90% of business buyers start with research on the Internet, therefore it’s critical to have a well-tuned sales lead generation program that includes search engine optimization (SEO)/Internet marketing strategies to attract prospects at the beginning of their buying cycle.

4. Sales lead generation via telemarketing

Even though many people despise the thought of telemarketing, when executed properly it is a very effective sales lead generation tool. Telemarketing is a personal marketing and sales lead generation technique that offers a cost-effective, efficient alternative to field selling. However, it can be significantly more expensive than direct mail or email. By including telemarketing in your B2B sales lead generation marketing plan, you can reach up to thirty decision-makers a day at a cost of $15 to $20 per contact. In contrast, with field sales you can reach only four or five decision-makers a day at an average cost of $392 or more per contact. Direct mail may cost as little as a dollar, and email is often much less. However, if you consistently prospect and nurture leads via phone, you will consistently generate qualified sales leads.

5. Sales lead generation with email publications

By creating your own email newsletter, you could send out industry news and tips to suspects in your market. Since you will be on your prospects’ minds more often than your competition, eventually, your sales leads will turn into actual sales. If you subscribe to my e-newsletter, Sales Lead Report, you will see an example of an email publication that keeps my name and business in front of over 8,000 people every month.

6. Sales Lead Generation With Direct Mail

There is an entire industry of people like Dan Kennedy, Bob Bly, and Bill Glazer who are dedicated to business-to-business selling through direct marketing. Sales letters can be an excellent sales lead generation method. But, most sales and business professionals do not know how to use this lead generation technique effectively and efficiently.The complaint is a common one among B2B companies that depend on direct mail and direct response marketing as their only sales lead generation program: "I'm sick of spending a fortune to send out thousands of full-color catalogs and direct-mail pieces only to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail or catalogs?"My clients have found that the best place to start revamping their direct response marketing is by determining who their best customers are, then trying to target their database marketing efforts at companies and individuals who are similar in nature.

7. Sales Lead Generation Using Print Advertising

When done correctly, print advertising can be a highly effective sales lead generation activity. When using print advertising as your B2B sales leads generation method, you must remember to focus your advertising's message on the benefits and applications of your products or services. Then let the layout and design of your ads enhance your company's image. And, don’t forget to only use publications that deliver messages directly to your targeted audience.

8. Sales Lead generation via Event Marketing

Whether you do it live, through the telephone (teleseminars) or via the Web (webinars), seminars and workshops are a great sales lead generation tool. People who attend your seminar have an interest in the information you are presenting and a need for your product or service. The goal: Connect with customers in a meaningful wayBy using these eight proven B2B sales leads generation methods gleaned from helping over 170 B2B companies reach their prospects, you will capture more sales-ready opportunities for your salespeople to turn into new business, meaning greater sales revenue and profits for your company.

_________________________________________________________

M. H. "Mac" McIntosh is described by many as America's leading authority on inquiry handling and sales lead management. He is president of Mac McIntosh Incorporated, a sales and marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. To request a free subscription to his newsletter, Sales Lead Report, contact him at: Mac McIntosh, Inc., 601 Pendar Rd. North Kingstown, RI 0-2852-6620

Phone: 800-944-5553 or 401-294-7730. Fax: 800-944-5513.

Email: mcintosh@salesleadexperts.com Web: http://www.salesleadexperts.com/

Attributes of Top Telemarketers

There are specific attributes the top telemarketing sales appointment setter’s posses. Without these traits, they fall into the “also ran” pack of telephone callers who will help your business to the extent a blind squirrel finds an acorn.

Using a phone to convey value and set an appointment with a qualified decision maker is a skill that is inherent. Learning it is hard, at best. That’s why enlightened sales management separates appointment setting from selling. The skill sets are very different.

Whether you run an in-house call center or outsource appointment setting here are the traits your telemarketer must have:

1. Intelligent. Not MENSA Society smarts, but knowing the regional difference between Kankakee and Poughkeepsie is nice.

2. Conversationalist. The ability to engage in intelligent discourse about the prospects’ business, hobbies, family or pets.

3. Quick thinker. Must be able to react quickly to the hundreds of verbal curve balls that are pitched every day. The answers are not on the script.

4. Driven. The desire to dial and dial again when most prospects tell you no. Substitute the description Fearless in this category.

5. Meticulous. A carefully constructed note about conversations and follow-up activities is the difference between success and abject failure.

6. Punctual. Time waits for no man. Calls to prospects are carefully planned and coordinated and must be made during assigned periods.

7. Proud. The deep-seated conviction that an entire deal is built on the foundation of the first telemarketing call.

8. Competitive. An innate need to win—to set more appointments and make more money for the company.

Finding top sales appointment setters isn’t easy work. They come in many shapes and sizes and from all walks of life. Use the list above to qualify and put the right telemarketers to work for you. It’ll mean the difference between beating sales projections and struggling to make budget.

Call Centers: Inhouse or Outsource?

If you are running sales appointment setting and lead generation services in-house, you are leaving money on the table. That’s why some of the biggest companies in the world like Microsoft and Wal-Mart outsource some, or all of their call center functions to professional appointment setting firms like ours. We help you make more money.

Call center outsourcing vs. in-house call center activities:

• In-house call centers can’t afford to pay appointment setters enough and performance suffers because of that. We pay our professionals well.


• MaSM talks to the right people at the right time. It isn’t about more calls it’s about meaningful conversations that turn into sales.


• You need qualified sales appointments set for your staff—not an unlimited number but one that allows your reps to present, negotiate and close.


• Appointment setters function much better when working on your project 2-4 hours a day, not 8. It becomes a case of diminishing returns.


• Provides a significant return on investment that is trackable.


• MaSM professionals dial the phone three times more often than most in-house call centers scheduling many more qualified appointments.


• Focuses on disqualifying poor prospects to maximize your closing ratio.


• Allows you to do what you do best: close deals.


• Drives new revenue without having to expand or provide additional office space, computers, telephones or employees.


• Gives you the ability to have trained, skilled and experienced personnel to fulfill your call center needs with the ability to utilize appointment setting; phone sales; lead generation and lead qualifying; list and database scrubbing; database building; surveys; market research; seminar registration and fundraising.

If you have you’re an in-house telemarketing department, we ask that you run a test campaign with MaSM. We are confident that you will be pleasantly surprised with the outcome—you’ll make more money in less time.