We all need to occasionally phone somebody up who we have not met before with aim of securing a meeting. Maybe if telemarketing is your day-job, this is an everyday occurrence!
But perhaps you are:
- Leading a start up company
- A partner in a professional services firm
- A salesperson with a new business responsibility
- An account manager looking to get meetings with new contacts in an existing account
Either way, there will be times when email alone doesn’t always work and you need to pick up the dreaded phone…
For many of us, this is a really tough thing to do – we might be worrying about a whole range of questions: What will there reaction be? Will I annoy them? Will they be busy? How do I differentiate myself from other callers they get?
This article is the first of a short series we are writing in conjunction with our new partners, PowerCall, who have real expertise in this field – with the aim of providing you with some proven hints and tips and help you be more successful…
I hope you find it useful…
Article By Anthony Maddalena – Chief Executive Officer of PowerCall Global Training
Background – how people buy
Late in the 19th century, an American advertiser named Elias St. Elmo Lewis began proposing a model for advertising that would develop into the famous hierarchical purchasing funnel most marketers study, learn, and still use over a hundred years later. The AIDA-model, as it has come to be known, set out four linear stages of the buying process:
Buying Triggers can shortcut this process…
For example, let’s say you are the marketing manager for a fast-developing ecommerce brand. Sales are great, traffic to the website is growing all the time, and new products are being launched each month. You have an interest in capitalising on this success by asking the board for the funds to build a beautiful new website, but it’s low on the priority list.
Eventually, however, the original website gets to a point where it wasn’t built to withstand so much traffic. This acts as the trigger to consult a web developer and build a great new site.
Triggers can be as clear as this, or much more subtle. They can also differ depending on the person, their personality or job role, their age, the product or service, whether it’s B2B or B2C, and so on, with some of the most common triggers revolving around time, money, and convenience.
Regardless, triggers are one of the most vital points in the buying process, and you can build your marketing strategy with them. You can also use them to sell an initial face to face meeting…
So – how do you identify triggers?
The simplest way is to phrase the question in a slightly different manner; ask yourself, ‘why do customers buy from us?’, or for telemarketing, ‘what would a potential customer get from a meeting with us’. For example, will they learn something they can immediately use? Will they feel more confident?
Different customer segments have different triggers…
To answer any of the above questions, you have to think from the angle and mindset of the customer and understand the pain points and potential benefits from their perspective – therefore why it is worth their time to explore new options…
Top tips for identifying and using triggers:
- Start with a broad list of possible triggers, given your product or service
- Then segment your audience and asking the same question again, but this time from the perspective of a different segment or persona, e.g. ‘Why would young professionals want to meet with us?’, or ‘Why would IT managers want to meet with us?’.
- Create personalised marketing strategies for each segment of your customer base. In our telemarketing training, we encourage our clients to take this even further and create personalised call plans for each call…..
Understanding a customer’s buying triggers, and, furthermore, understanding how to leverage those triggers should be a huge, important part of any business strategy.
This is especially true in telemarketing – where the approach has to be even more personal, given the number and variety of potential customers a telemarketer will speak with each day. Nonetheless, it’s worth the extra time and effort, as the results will certainly match the work put in!
If you found this article interesting and would like to know more about how Greenbank can help you secure more meetings and build pipeline, then please contact us and we will be glad to help!