System:
It’s been shown that one of the things that causes failure in sales is not having the tools that are needed. That is why on every appointment setting and lead generation project we do, we setup Salesforce.com to give the callers an efficient system to work on leads and to give our supervisors and clients the reporting they need to track all of the activity. The callers are also given reporting to help them identify the best prospects.
Content:
One of the other important elements to success at the top of the sales funnel is the content that is being used. Since we start with calling, the first thing we do is develop a script for the callers to use while calling. Next the callers are sending out emails as they make calls, so we develop a series of email templates that they send as they make calls. I will write a separate post discussing email templates.
In the email templates we also often incorporate links to videos and animated online presentations. Video is proven to be an effective tool for converting more leads into b2b appointments.
People:
Finally, none of this will work without the right people. For calling teams, we only hire experienced b2b callers. The quality of the caller is the most important element of a b2b appointment setting and lead generation campaign. To get enough experienced callers we operate in the virtual call center model so we recruit callers over a large geographic area. We then carefully screen and train a caller to make sure that have the skills and infrastructure to do the job.
It sounds simple, coordinate people, systems and content to generate results. The fact is, it’s a labor intensive process that takes skill and experience.
To see how this all works you should attend a PPS webinar.
