How Appointment Setting Companies Can Help Your Business

Many B2B sales organizations decide to enlist the help of appointment setting companies when they need more sales leads or when they’re trying to create a short-term increase in sales. These goals are valid, but they’re not always the only reason or even the best reason to enlist the support of appointment setting companies – these firms can help your business in a number of ways that go beyond short-term sales leads.

 

Here are a few reasons why you might want to ask for help from appointment setting companies – and how they can help your business grow:

 

Explore New Markets

 

Appointment setting companies are often an ideal fit when you are trying to launch a new product or expand your solution selling into new markets or industry verticals. Working with appointment setting companies can help you expand your pool of potential business leads in industries where you might not have sold before.

 

Find Supportive Stakeholders

 

One of the most important aspects of B2B sales is finding helpful “allies” and references within the prospect’s organization that can help your sales efforts by putting in a good word for you, offering you a referral, or introducing you to someone in the organization who might be the right person to talk to. Appointment setting companies can help you with this! You can outsource part of your company research and prospecting process to these 3rd party vendors, who can then help you do the legwork of identifying the right decision makers and building relationships with other stakeholders within the prospect’s organization. Chances are, to make a complex B2B sale, you need many months and multiple names of people to get into a room around a conference table before you can close a deal – and appointment setting companies can help you save time and find more of the right names.

 

Testing New Offers 

 

Appointment setting companies can help give you a fresh perspective on your sales process. If you want to experiment with new calling scripts or test a new special offer, you can work with appointment setters to help test the waters – sometimes working with a 3rd party can help you find a greater sense of objectivity about what needs to change with your sales process.

 

Understanding Your Market

 

Appointment setters don’t just read off of sales scripts, they also ask good questions and listen to what your prospective customers are saying – and this is a good opportunity to get valuable “market research” about what motivates your customers to buy (or not). For example, you can ask your appointment setters to ask questions and gain insights on topics such as, “What have you heard about our products?” and “What competitors are you considering?” You can use appointment setting companies to help get a better sense of what’s going on with your market and how your company compares to your competitive landscape.

 

Qualify Your New Sales Leads

 

Many B2B sales teams strongly believe that they always need “more sales leads,” but the truth is, “more” leads is not always the right answer. Sometimes you need to get better results from the list of sales leads that you already have. Best Appointment setting companies can help with this! For example, if you already have a certain pool of new sales leads or a regular queue of inbound sales leads that are contacting you via email or phone or your website, you can hand over these leads to your 3rd party appointment setter and ask them to call through and start the sales process by pre-qualifying these sales leads. By asking some smart, strategically focused pre-qualifying questions upfront, your appointment setters can help you hone in on which sales leads are truly the best fit and are the most highly motivated to buy – while de-prioritizing the leads that are not a good fit or not serious buyers.

 

As you can see, there are many reasons to call for help from appointment setting companies, and it’s not always just about “getting more sales leads.” These companies – at best – can help you get some fresh ideas and perspectives about your sales process, they can help you do upfront research, they can help you find decision makers and key stakeholders, and they can help you figure out how to get better results out of your existing sales leads. Good appointment setting companies are not just about reading off a script and making cold calls – they help your whole sales organization work more effectively and close more sales.

3 New Rules of B2B Lead Generation

Many B2B sales people and small business leaders seem to believe that they always need “more sales leads,” and so they center their B2B lead generation strategy on the idea of “more, more, more:” more cold calls, more sales outreach, casting a wider net to find more companies to target, and so on. The idea is that if you get “more” sales leads, your B2B lead generation efforts are a success – after all, the most important thing is to get the longest possible list of new leads to call, right? In fact, the truth is more complicated. B2B lead generation is about more than just casting a wider net and finding more leads – sometimes you need to focus instead on finding “better” leads or develop a better understanding of what to do with the leads that you already have. Instead of casting a wider net, think of B2B lead generation as an exercise in “finding a better focus.”

 

Here are a few of the new rules of B2B lead generation:

 

Do Your Research: In the new world of B2B lead generation, most of the work happens before you ever pick up the phone. You need to do your research and find out which companies are an ideal fit for what you sell. You need to know how your solution fits into the prospect organization’s business operations. You need to have a sense of how you can credibly speak to the prospect organization’s concerns and see how their immediate and longer-term business goals align with yours. B2B lead generation is not just a scattershot approach – you need to have a clear and compelling “reason” for why you’re calling each company on your prospecting list. Make sure you know who you’re calling, and why.

 

Find Allies: Once you have identified your target companies, it’s important to invest some time in cultivating allies within the organization. Who do you already know at the company? Who among your existing customers could put in a good word for you or offer you a referral? What can you do to find someone to talk to at the prospect organization – even if they are not the ultimate decision maker – who can help “warm up” that first cold call? B2B lead generation is often an exercise in finding and cultivating allies within the prospect organization – finding the people who, although they are not your ultimate “buyer” or decision maker, can still help you make progress toward finding the right people who will be at the table when it’s time to close a sale.

 

Pre-qualify Your Leads: Just getting a longer list of “more leads” is not very helpful if most of those leads turn out to be bad. We see this happen a lot in our industry, where B2B lead generation companies promise to deliver massive quantities of leads, and then it turns out that many of the leads are poor quality – not really serious buyers, not well-informed about the seller’s solution, or sometimes not even in the right vertical or industry! “More leads” is not always the answer – sometimes if you get too many low-quality leads, it will just clutter up your process and waste your sales team’s time. How can you combat this? Start by pre-qualifying your leads – when taking inbound calls and inquiries, or during the lead generation process. Ask questions early and often to learn more about the prospect and see if they are really a serious buyer – for example, “What issues are you having with your current solution?” and “How are these issues affecting your business operations?” and “How soon are you looking to make a decision about implementing a new solution?” This will help you end up with a list of sales leads that are better qualified, better focused, and more likely to end up with a successful sales deal.

 

B2B lead generation is not simply a matter of finding “more leads.” The bigger challenges – and the more rewarding results – come from finding “the right” sales leads and making your overall list of sales leads better. By finding companies that are the right fit, by finding allies that can help open doors for you within the prospect organization, and by pre-qualifying your leads upfront, you can start working from a better organized, more focused, better targeted list of sales leads that will result in bigger sales conversions.

3 Steps to Building a Better Lead Generation Process

The importance of the concept of “lead generation process” is frequently misunderstood and underestimated. Many B2B sales organizations act like lead generation is something that just “happens,” and if they go out and make cold calls or spend a lot of money on advertising, new leads will come rushing in. Other B2B sales teams tend to think of lead generation as something that there’s never enough of – they constantly are demanding more leads. The truth is more complicated. The lead generation process requires a careful approach and a strategic plan. If you handle it correctly, your lead generation process will yield bigger results than ever before.

 

Here are a few key tips on how to build a better lead generation process:

 

Do Your Research First

 

It sounds like an obvious point, but it’s true: you need to do your research upfront before you ever pick up the phone to call or send an email to a new potential sales prospect. The first step of the lead generation process is not about lead generation at all, it’s about doing your research and strategically targeting which companies are the best fit for what you sell. You should spend a lot more time on research than you do on making cold calls. Just like the old saying, “measure twice, cut once,” you should spend at least twice as much time doing your homework and researching companies as you spend on the phone.

 

Find Allies Within the Prospect Organization

 

In addition to doing research on which companies are the best fit, you also need to spend time on identifying departments, teams, and internal stakeholders within the prospect organization that are going to want to hear from you. For example, if you sell a system or software solution that improves productivity, which internal departments within a company are most likely to be affected by this? Who are the potential allies who will benefit from implementing your solution – who within the company stands to gain from buying what you sell? Sometimes the process of “finding allies” can help you identify secondary stakeholders and decision makers who might not get to have the final word on whether or not to buy from you, but who can assist in the sales process. Especially in B2B sales, the sales process can be lengthy and time consuming and complicated. It helps to figure out – early on – which people within the prospect organization are most likely to be on your side and who have a vested interest in seeing you succeed.

 

Pre-Qualify your Sales Leads    

 

Lead generation is not just a numbers game. Yes it’s true that “more sales leads” is usually better than “not enough,” but “more leads” is not always the answer. Sometimes your sales team already has “enough” leads, but you’re not getting the right results from the pool of leads that you do have. Many companies make a mistake of not qualifying their new sales leads. They treat every new lead the same – they assume that every new prospect is equally likely and ready to buy. But the truth is, not every lead is equal! Some prospects are urgently ready to move forward and are eager to start the sales process, while others are just beginning the early stages of their research, while others are confused or uncertain or don’t really know what they want.

 

The problem is, if you don’t do any pre-qualifying of your sales leads, you might overwhelm your “good” leads with too much clutter. You might spend too much time chasing after bad sales leads while failing to follow up with the leads that are actually ready to hear from you.

 

You can help avoid this situation by asking a few pre-qualifying questions to each new sales lead – whether it’s an inbound sales inquiry or a cold call or meeting a new prospect at a trade show or networking event.

 

Ask a few questions (if applicable) such as:

 

  • How did you hear about us?
  • What are some issues that you’re having with your current solution/system?
  • How are your current issues with your solution/system affecting your overall business operations?
  • What is your timeline for moving forward?
  • What other companies/competitors are you looking at?

 

These questions will help you learn more about the overall situation with the prospect’s business, and help you determine just how urgently ready the prospect is to move forward. Ideally, you can use these questions to help prioritize and rank your sales leads for follow-up – both immediate/short-term and long-term.

 

The lead generation process might sound complex and mysterious, but it doesn’t have to be. It’s all about doing your research, identifying the right people to talk to within the prospect organization, and then learning more about the new leads so you can prioritize which leads are “better” than others.

Top 5 Secrets of the Best Lead Generation Companies

Strategic Sales and Marketing has been in business for a long time, and we like to think that we’ve earned a reputation as one of the best lead generation companies – but we often find that there are a lot of misconceptions about our industry. Many B2B sales organizations are still discovering what it truly means to work with one of the best lead generation companies. After all, lots of companies can put up a website and make a sales pitch and offer big promises for what kinds of results they can deliver, but to truly stand out from the crowd in this industry, it takes hard work, a smart strategy, a consistent process, and rock-solid integrity to do business the right way. We believe that SSM has some significant advantages and insights to offer, and we’re happy to share these with you.

 

Here are a few of the secrets of the best lead generation companies:

 

They Know Your Industry

The best lead generation companies will not claim to be able to serve “any industry or company or client,” instead they will have a focused expertise on a few key industries or areas. Lead generation is a complex activity and it doesn’t always work the same way for every industry or type of product/service/solution being sold. Depending on your industry, especially if you are in B2B sales, your sales cycle might be more complicated and time-consuming and requiring a careful, strategic approach. The best lead generation companies understand this, and they know what they do best and which companies and industries are the best fit for their services – they don’t promise to be all things for all people.

 

They’re Not Pushy 

The best lead generation companies have plenty of business, with ongoing contracts from various major clients – they’re happy to take your call or listen to your inquiry, but the best companies are not going to put pressure on you to sign a contract. The best companies are not pushy and desperate and fast-talking – ideally, they should be happy to talk with you and learn more about your business to determine whether or not your company is the right fit. If a sales rep for a lead gen firm is acting overly anxious and urgently trying to get you to sign up for their services, that’s a red flag – because the better firms are more laid-back; they don’t need your business that badly.

 

They Make Realistic Promises

We hear horror stories from time to time of customers who have been burned by working with disreputable, fly-by-night lead generation firms that made huge promises and then utterly failed to deliver. The best lead generation companies are strategic, focused and highly targeted when discussing their process and their expected results – ideally, they’re going to try to “underpromise” and “overdeliver.”

 

They Don’t Work on Commission

The best lead generation companies will ask to get paid in a way that aligns their interests with your organization, and delivers the best results. This means that – most of the time – the best firms are NOT going to work on straight commission. It might sound like a good deal to you if a lead gen firm promises that they only get paid for each new lead, or some other commission-based approach. But the reality is more complicated.

 

Sometimes “paying per lead” ends with misleading and wasteful results for you as the client. Especially for B2B sales with a long-term sales cycle, sometimes it’s more important to get fewer high-quality leads than to get a larger number of leads that might not be legitimate. If you give the firm an incentive to generate as many new leads as possible, you might end up with too many low-quality leads, or you might even end up tainting your pool of leads with overaggressive tactics by the lead generation firm – this can be counter-productive to your sales efforts.

 

The best lead generation companies will have a compensation model that helps achieve the best results for your business, not just the longest list of low-quality leads.

 

They Show Clear Results

Lead generation should not be a mysterious “black box” process – it’s not magic, it’s an art and science. Your lead generation firm should be able to describe in detail how their process works and give you full visibility into how your lead generation program is progressing, with regular status reports and valid metrics along the way. The best lead generation companies are happy to share results and make adjustments and otherwise help you feel involved and connected to the process.

 

They Offer More Than Just Leads

Lead generation is just the start of a longer sales process, and the best firms won’t leave you hanging. Ideally, you should expect your firm to provide more than just a list of names; they should offer additional support, training, or coaching to help you get ready to make your first sales call with the new leads.

 

Working with a lead generation firm can be an ideal way to kick-start a new product or create new sales momentum for your business, but it helps to be prepared and know what to expect. The best lead generation companies have a proven track record of success and can offer credible answers to your questions, without putting you through a bunch of hype or heavy sales pressure. The ultimate ROI of working with a lead gen firm is not just the number of leads, but how well they can help your sales organization succeed for the long-term.

What to Expect from the Best Appointment Setting Companies

Here at Strategic Sales and Marketing, we consider ourselves to be one of the best appointment setting companies – we have been in business a long time, we have an established track record, we’ve created a smart, consistent process for how to do lead generation and help our customers get results. And as part of that industry leadership, we have some strong perspectives on what people should expect from their lead generation companies. When lead generation firms do things the right way, our whole industry gets better – and that’s good news for everyone.

 

Here are a few key elements that customers should expect to see from the best appointment setting companies:

 

Industry Expertise

 

The best appointment setting companies will know your industry and will have a good sense of which industries are truly their best niche. Lead generation is not a one-size-fits-all activity; some industries, especially in complex B2B sales, require a longer timeframe or a customized approach with industry-specific knowledge. If an appointment setting company claims to be able to do all things for all people, you should be suspicious. The best lead generation companies are busy with ongoing work and are not desperate for your business; they will take the time to interview you as a prospective customer and make sure it’s the best fit for both sides.

 

Reasonable Promises

 

The best lead generation companies will not promise you the moon. It might sound great to hear about “guaranteed results” or “we only get paid when you get new business leads!” but the best companies will take a more cautious approach. The truth is, especially in long-term, complex B2B sales, results are never guaranteed. And you should be leery of any company that promises to get compensated solely on commission – because if their appointment setting reps are only getting paid for every new lead they uncover, this creates an incentive for them to crank out lots of poor quality leads. It’s better to get a smaller quantity of good, qualified business opportunities, instead of a long list of junk leads. Reputable appointment setting companies will understand this, and will explain how their compensation model is geared toward delivering the best results, not just the “most” results.

 

Transparent Metrics

 

The best appointment setting companies will have a consistent process and transparent metrics to help you measure results along the way. Ideally, depending on the timeframe and size of your lead generation program, you should expect to receive ongoing status reports for how many new leads you’re getting, how many calls are being made, how many companies have been contacted, and other metrics of performance. Good lead generation firms are proud to share their process with you and will be happy to deliver ongoing reports and make adjustments along the way.

 

Real Life Customer Testimonials

 

The best appointment setting companies will be able to share case studies, success stories, customer testimonials and references, and other “social proof” to show you how their system works and assure you that they can help you achieve good results. Although every company has its own unique offerings and challenges, a good lead generation firm should be able to show prior examples of similar situations where they helped create opportunities.

 

Training and Support

 

What happens when you come to the end of your lead generation program? Do you just get a list of names and phone numbers and then the lead generation firm says “so long?” Hopefully not! The best appointment setting companies don’t just leave you with a list of new business leads; they will ideally give you some additional training or support – such as a guide to making your first sales call – that will help you get the most out of your new leads. (Sometimes you can choose a certain package of services upfront, with varying levels of sales training or support, depending on your needs.)

 

Appointment setting is not just about making cold calls and finding a list of names of people who are interested; it’s about helping to ensure the success of that first round of sales calls to the “warm” leads. The best companies won’t leave you alone with a calling list – they’ll give you an added bit of support and momentum to help you start making sales calls once their work is done.

 

The best appointment setting companies are not just outsourced vendors or cold callers; they are strategic partners who will collaborate with you to support your long-term sales success.

Why Lead Generation is All About Building Trust

Lead generation is often thought of as being the first step in the sales process – and while there is truth to that, it’s important to keep in mind that ideally, lead generation shouldn’t really feel like “selling” at all. Lead generation is the first stage of a longer and more involved, complex process. It’s the opening to a bigger conversation. With lead generation, you are asking people to begin a longer journey with you – and what does it take to get people to agree to keep talking with you and agree to keep “traveling” with you? That’s right: trust. Lead generation is ultimately an exercise in building trust.

 

Here are a few examples of how to build trust during the lead generation process, and why it matters:

 

Building Trust with Cold Calls

 

One of the classic sales techniques – which still is part of the toolbox for lead generation today – is cold calling. Sometimes there’s no better way to get in front of your prospective customers than to pick up the phone and start calling. However: that doesn’t mean that you should just indiscriminately start calling people and bombarding them with sales pitches. Cold calling itself requires elements of trust building. How do you build trust on a cold call, especially if you don’t know the person you’re talking to? By doing your homework first. Do your research. Make sure that the company you’re calling is really an ideal fit. Try to do some networking upfront to find the right contact in advance; make sure you’re talking to the right person or the right team of stakeholders so you’re not wasting people’s time.

 

Cold calling – done right – is an ideal way to build trust, because you are showing the prospects that you have a good reason for calling them. If you can show prospects, starting from that first cold call, that you are well informed about their business and that you care about helping them solve a problem, they’ll be more likely to trust you and more likely to keep talking.

 

Building Trust with Content

 

Another form of lead generation involves sharing content – whether it’s your own company blog or social media posts or activity in LinkedIn groups. The Internet is clogged with content, and lots of it isn’t very useful – this is where you can break through the clutter by becoming known and trusted as a great curator of content. If you get known on Twitter or LinkedIn for sharing really smart, useful content – industry trends, breaking news, exceptional thought leadership – even if it’s not your own original content – you will make great strides in building trust with your prospects. Your prospects will want to check out your Twitter feed or LinkedIn profile before they talk to you. If they see a steady stream of smart, helpful, relevant content from you – showing that you’re up to speed on the latest trends and insights affecting their business – that will go a long way in building trust.

 

Another way to build trust with content is to share relevant content individually with prospects as part of the cold calling process. For example, the obvious example is to share a white paper or infographic that supports your sales pitch – but as part of your initial conversations with new prospects, you should also look for opportunities to share news articles or other timely content that is relevant to the customer’s problem, even if they’re not directly related to what you sell. Just be diligent and responsive – these opportunities will emerge naturally out of your conversations with customers.

 

Building Trust with Referrals

 

Perhaps the best form of lead generation is when you don’t have to make a cold call, but instead can get a “warm” lead from a referral. Referrals are so important, because that new prospect already has a built-in level of trust and willingness to talk with you. However, referrals don’t just “happen.” Many business owners and sales people aren’t proactive at asking for referrals. Don’t be afraid or ashamed to ask!

 

For example, after you close a sale, or a few months after the sales closes and you’re checking in on the happy customer, you should build it into your sales process: “Would you happen to know of any other colleagues or contacts who might like to hear from someone like me?” or “I’m glad to hear that you’re happy with our solution! Do you know of anyone else who might benefit from what we sell?”

 

And don’t just ask current customers for referrals: feel free to ask former customers, former colleagues, friends of friends, and anyone else in your network who knows you well enough where you would feel comfortable asking them for a contact.

 

Ultimately, lead generation is not about cold calling and sales funnels and email blasts and “numbers,” it’s about establishing trust, one person at a time. Every situation that you’re in while finding new sales leads and talking with prospects – whether it’s a cold call or responding to a sales inquiry or asking for referrals – is an exercise in building credibility and winning people’s trust, so that they will give you permission to keep talking and keep leading them through the customer journey.

Are All Lead Generation Companies the Same?

If you’re looking to hire a lead generation company, you might be wondering what really makes different lead generation companies unique. After all, most of these firms make similar promises and have similar service offerings; they might all claim to have the same levels of expertise or experience with your industry. So how do you decide which company is really the right one for you? How can you make a fair comparison among multiple lead generation companies?

 

Here are a few key questions to ask when evaluating lead generation companies, before you sign a contract:

 

Are the lead generation reps based in the USA?

Many companies say they are US-based, but this doesn’t always mean the same thing. Some firms have a US headquarters, but then use offshore/overseas calling centers to provide their staff of reps who will actually be making the phone calls. If it matters to you to have your business represented by US-based talent, you need to ask upfront and make sure that any of your lead generation calls or appointment setting calls will be handled by US-based reps.

 

Are the company’s reps employees or contractors?

Again, this is another area where some companies are not 100% upfront about the details of their operations. Many lead generation companies farm out the work to independent contractors or sub-contractors. This saves money for the lead generation firm but might not help your business get the best results – and also, you might prefer to have more transparency and accountability for how your business’s confidential information is managed. These concerns can often be addressed better if your firm uses in-house employees instead of farming out the work.

 

What is the program structure – is it Pay-Per-Lead? 

There are a few different ways to set up lead generation programs, ranging from fixed fee to billable hours compensation to Pay-Per-Lead, where the lead generation firm only gets paid for each new business lead that they produce for you. Especially in this era of pay-per-click ads, it might sound like Pay-Per-Lead is a good deal – but the downfall of this type of program structure is that it creates situations where the lead generation reps make very aggressive calls. This can alienate your prospective customers – you don’t want your pool of potential customers to get turned off by overly aggressive “hard sell” phone calls from your lead generation reps. If you are

paying on a per lead basis, that means that the reps are basically working on commission. This structure might sound good in theory, but it often results in lower-quality sales leads and poor attempts at lead qualification. Instead, you will get better results by working with the lead generation firm to create a program structure and compensation model that works for both of you – it’s worth investing in better-quality leads.

 

Do they provide lists? 

Good lead generation companies will know how to develop solid calling lists based on your solution, your industry, your location, and other factors. If a lead generation firm is asking you to provide the list of prospects, that’s a bad sign – because it means they’re not willing or able to put in the work to help expand your pool of potential leads. Also, this often becomes a way to “pass the buck” if things don’t go well on the phones – the lead generation companies can then try to blame their poor performance on your list, rather than their reps.

 

Are leads developed via multiple touchpoints? 

Too many lead generation companies are not spending enough time getting to know your prospects. Good lead generation firms have multiple touchpoints to educate the prospects about your business and gauge their level of interest; for example, multiple phone calls and follow-up email conversations. If they are only qualifying leads based on a single touchpoint, this can cause issues with lead quality, as the prospects haven’t gone onto your website or done their homework prior to the meeting.   Before you sign up for a lead generation program, make sure they are using a multiple touch point approach, so you aren’t wasting your time trying to sell to people who don’t understand your solution.

 

Clearly, not all lead generation companies are the same. Be wary of any firm that tries to promise you amazing results with no upfront costs, and make sure you can get your questions answered in an honest, straightforward way. Ideally, your lead generation firm should treat your company like a valued partner, will be excited about your competitive advantages, and will be eager to collaborate openly with you to expand your pool of prospective buyers.

 

Do “Warm” Inbound Sales Leads Really Exist?

Many B2B sales teams make the mistake of overestimating the readiness of their inbound sales leads. But the reality is, just because someone fills out an inquiry form on your website or calls your 800 number doesn’t mean they are immediately going to be ready to buy. Inbound sales leads still need to be pre-qualified, just  any other sales opportunity. Even though the customer made the first move by contacting you, someone at your company still needs to do the work of asking upfront qualifying questions to find out whether or not the prospect is a good fit.

 

Don’t assume that every inbound sales lead is really a “good” lead – because if you just pass on all of your leads to the sales team without any pre-qualifying work, you’re going to overwhelm your sales people with too many poor quality  leads – resulting in fewer sales overall. Or if you assume that every inbound sales lead is ready to buy, you run the risk of driving away the customer by switching to quickly to “sales mode” – instead of nurturing the lead and building trust.

 

The Truth About Inbound Lead Generation

By warning not to overestimate the “warmth” level of inbound sales leads, we’re not trying to say that inbound lead generation isn’t a good marketing tactic. The truth is, inbound lead generation is a great way to get sales leads.  Anything you can do to create content on your website or on third-party websites or on social media to help build an audience and attract traffic and inquiries back to your company is a good thing.

 

However, now that you’ve got all of these new sales leads, you still need to remember to do the legwork of qualifying leads, ranking and prioritizing leads, and figuring out which leads are really the best fit for what you sell. Just because the leads came from inbound marketing doesn’t mean that you can ignore the rest of the upfront work of qualifying the leads and building relationships before the sale.

 

Combining Inbound Lead Generation with Outbound Follow-up

A lot of companies are now offering automated lead qualification solutions, such as auto-reply emails or software. While these solutions can offer some value, there is still no substitute for getting on the phone and calling your sales leads to ask the early stage lead qualifying questions. People still respond favorably to the human touch of a real person on the phone – especially when they have made the first step of filling out an inquiry form or clicking an ad or sending an email. Making a follow-up phone call to your inbound sales leads is a good way to show them that you have received their message and noticed their interest, and that you are now ready to take the conversation to the next stage.

Another reason why it’s important to make follow-up phone calls to your inbound leads (rather than relying solely on email or automated methods) is that prospects often need some encouragement or a gentle “nudge” to fully enter into the sales process. It’s all too easy to ignore a follow-up email. Getting a phone call from a real person is a good way to clearly ask the prospect to commit to the next step of working toward a sale.

 

How to Rank Your Inbound Sales Leads

Not all sales leads are equally likely or equally ready to buy. When you first receive a new inbound lead, whether it’s an email or phone call or response to a Pay Per Click ad, you need to conduct an initial phone conversation with the prospect to figure out where they rank on the priority scale. Create a simple lead ranking scale of “1, 2, 3” or “A, B, C” to identify the highest priority and lowest priority leads.

Asking the right lead qualifying questions will help you to qualify your inbound sales leads. It’s good to ask open-ended questions (rather than Yes or No questions) to elicit information and get the prospect to open up a bit – try to keep the prospect talking so you can learn more about them and clarify their needs.

For example, you could ask questions such as:

  • “Why did you decide to contact us?”
  • “What sort of timeframe do you have in mind to make a purchase?”
  • “What issues are you having with your current solution?”
  • “What other solution providers/vendors are you looking at?”
  • “How do you see this solution fitting into your overall business operations?”

All of these questions will help you clarify which leads are truly “warm” and which ones are not really a good fit or not really serious. Depending on what the prospects say, you can rank them as higher or lower priority in terms of urgency and “pain issues” (the level of problems that they’re having which motivate them to buy).

Then, once you have your leads ranked and prioritized, you can focus on the most urgent sales leads that seem most likely to convert, while discarding the leads that are not serious buyers, and most importantly, saving the promising “long-range” leads for further databasing, lead nurturing and follow-up.

 

It would be excessive to say that warm inbound sales leads are a “myth,” but it’s important to remember that not all inbound sales leads are truly “warm.” Just because a prospect decides to contact your company, that doesn’t mean that they are truly ready to buy – and even the most promising inbound sales leads still require some careful handling, follow-up and relationship building before they’re completely ready to talk about making a purchase.

 

With the right lead qualifying and lead nurturing processes in place – combining the best of inbound lead generation companies and outbound follow-up – your company can improve your efficiency in sorting out the best sales leads from the rest, leading to a well-stocked sales pipeline and better sales results.

How to Stop Wasting Time on Unqualified Sales Leads

Too many B2B companies are squandering valuable time by talking to unqualified sales leads. It sounds hard to believe, but it’s true: according to stats cited by HubSpot, only 56% of B2B sales organizations do not make any effort to verify valid sales leads before passing the leads on to the sales team. As a result, sales reps are being burdened with too many bad sales leads that could have been avoided with a simple process to pre-qualify leads prior to starting the sales follow up process.

 

The cost of unqualified sales leads is bigger than merely wasting time – you’re also missing out on better sales opportunities. By spending time chasing after bad sales leads, you are missing out on the chance to talk to prospects who are much more likely to buy. Better sales results are not always achieved by improving your conversion rates – bigger sales often happen when you improve your upfront processes to better qualify the sales leads that are coming in to your organization in the first place.

 

Asking the Right Questions for Lead Qualification

 

The key to effective lead qualification is to ask the right questions. Don’t ask “yes or no” questions – instead, look for ways to further open up the conversation and draw out more information from the prospects so you can learn more about them. The goal of asking lead qualifying questions is to probe for “pain” points – problems and issues and frustrations that the prospect is having with their current solution. By asking questions in a smart, subtle way, you can uncover previously unstated pain and figure out which leads are really the highest priority. This makes it easier to rank your sales leads – even if it’s just a simple scale of “1, 2, 3” – to sort and follow up with the best short-term sales leads while saving your long-range leads for further nurturing.

 

Here are a few examples of good lead qualifying questions to help open up a dialogue and draw out valuable information from your prospects:

  • “How are you using your current solution?”
  • “What’s your overall situation with your current vendor? How satisfied are you with their performance?”
  • “How does this solution fit into your overall business operations?”
  • “What you are the biggest business challenges that you’re dealing with right now?”
  • “How soon do you think you might be ready to make a decision?”
  • “Who else at your organization needs to be involved with approving budget or giving input on the purchase process?”

 

All of these questions are good ways to create a fuller picture of the prospect’s overall business operations, and see how your solution fits into their organization. You will also get a sense of “pain” issues such as dissatisfaction with a current vendor, inefficiencies or productivity problems caused by the current solution, and the prospect’s overall timeframe for making a decision. Using this information, you can make a well-informed estimate of which sales leads are truly “warm” and which ones require more time, attention, and nurturing before they’re ready to buy.

 

Sales Lead Follow-up: Ask them to Commit

 

Qualifying sales leads is an ongoing process. That first phone call to qualify your leads is important, but you also need to keep evaluating and perhaps re-ranking your sales leads as you acquire more information throughout the sales process.

 

After your initial lead qualifying conversation, if you have a prospect who seems like a good fit and who seems like they’re receptive to buying, you need to start them into your organized, methodical sales process or “sales funnel” of working through a series of steps. At each step of the sales process, you need to clearly ask the prospect to commit to agreeing to the next step of the process.

 

For example, your first step might be “Phone call to thank them for their inquiry, and ask them to agree to have an online demo or web presentation.” Your next step might be, “Ask the prospect to agree to provide information to help create an ROI calculation to show how much money your solution can save them.” Every step gets you closer to making a sale – but you might need to adapt your approach along the way in case a prospect objects or hesitates. Sometimes good leads go stagnant; sometimes buyers get cold feet. Keep adjusting, re-ranking your leads as needed, and keep building relationships and working through your sales process with disciplined focus, regardless of the status of any particular lead.

 

How to Get Rid of Unqualified Leads

 

One of the best ways to stop wasting time on unqualified leads is to stop allowing unqualified leads into your pipeline in the first place. Unfortunately, too many B2B organizations are not doing any meaningful work to qualify their sales leads prior to passing the leads on to the Sales team. For example, according to stats cited by HubSpot, 61% of B2B marketers send all of their leads directly to Sales, but only 27% of those leads are actually qualified.

 

Lots of B2B companies have only a very basic, inadequate process for accepting and handling inbound sales leads. Maybe you have an administrative assistant who answers phones and forwards calls to the Sales people, maybe you have an auto-response email that automatically goes out to all of your inbound inquiries. Either way, if you don’t have some kind of early stage lead qualifying process set up, you are missing out on opportunities.

 

Just as your decision makers have “gatekeepers” who work to stem the flow of information and control who gets on these busy people’s schedules, your company also needs to have a “gatekeeper” to prevent bad sales leads from getting through to your sales team. Your sales people’s time and attention are just as valuable as your decision makers – anything you can do to free up your sales people’s time from talking to the wrong sales leads, and keep them focused on the right sales leads, is going to pay big dividends for your company.

 

 

3 Reasons Why You Shouldn’t Underestimate the Importance of Inbound Lead Qualification

Many B2B sales people and business owners are constantly complaining about their sales leads. “We have too many bad sales leads,” they’ll say. Or, “These leads are no good.” Being frustrated with the quality of the sales leads often causes B2B sales teams to fall into a trap of constantly demanding more and more sales leads (with all of the marketing expenses and lost time that this involves), only to discover that they end up back on the same treadmill of “too many bad sales leads.” Instead of wanting “better” sales leads, perhaps your company needs to ask, “What can we do differently to get better results from the sales leads that we already have?”

 

One of the biggest reasons for complaints about “bad sales leads” is very simple: a lack of inbound lead qualification. Many B2B companies do a surprisingly lackluster job of qualifying their sales leads upfront – lots of companies simply forward their new sales leads to the sales team, without ever asking any questions or doing any preliminary sorting. Or you might see situations where B2B companies route all of their sales leads through a single overworked, undertrained gatekeeper, like a receptionist or administrative assistant, who doesn’t have time to do anything other than take a message and pass it along to the sales team.

 

Don’t fall into this trap. Instead of merely passing along your sales leads (your new prospective customer phone calls, inbound e-mail inquiries, etc.), you need to put a process in place to ask sales-related follow-up questions early on – and start to rank, sort and strategize around your sales leads before the first “sales call” ever happens. Spending a bit of time and resources on creating a coherent process for initial inbound lead qualification will pay off big time in the form of long-term sales results – and it will save time for your sales people and make your sales process more efficient at every step of the sales cycle.

 

Here are a few reasons why you should not underestimate the importance of inbound lead qualification:

 

Who’s the First Person to Talk to Your Customer?

 

Who answers the phone when a new customer calls your company for the first time? Often, this first contact will make a big first impression on the customer – for better or for worse. Aside from basic professionalism and courtesy, today’s B2B buyers are expecting a bit more from the sales process – they need responsiveness and quick answers to questions. If your prospective customer has already started to research prices and features of the solution or category that you sell, then they might be ready to have a more advanced and detailed conversation than a receptionist can provide. That first customer phone call is your chance to start building a sales relationship by asking good questions and uncovering unstated customer needs. This is too important to foist off on a low-ranking staff member who hasn’t been trained in sales skills.

 

Lead Qualification Helps Build Trust and Create Customer Relationships

From the moment a new customer calls you for the first time, this is your chance to ask sales-related questions and start to uncover the customer’s unspoken needs. You need to ask good open-ended lead-qualifying questions, such as, “What difficulties are you having with your current solution?” or “How is your current solution impacting your overall business operations?” This shows the customer that you care about their overall situation and that you want to build a broader business relationship – you’re not just robotically asking them for their name and contact information. Lead qualifying questions are a way to gauge the customer’s interest, but they’re also a way to demonstrate your curiosity and care for the customer’s overall challenges.

 

Lead Qualification Gives you a Jumpstart on the Sales Process

 

Lead qualification questions will help you determine which sales leads are the most promising and highest priority. Instead of passing along all of your sales lead to the sales team, you can figure out which ones are most likely to buy, which ones are most eager to buy, and which ones might need more time for long-range lead nurturing. You can do this as simply as you prefer – for example, by setting up a lead scoring system of “A, B, and C” leads (where “A” leads are the best sales leads and “C” are the least likely to buy). This is an inexact science, but over time you will get better at reading between the lines and hearing the subtle messages in the customer conversations, so you can better predict which leads are “serious buyers” and which ones are just “tire-kickers” who are still doing their preliminary research.

 

Inbound lead qualification is an underrated, under-appreciated skill that more B2B companies need to consider investing in. It helps you gain valuable visibility into the intentions of your sales prospects, and gives you a way to organize your sales process around your best sales leads. From the moment that customer calls, you can hit the ground running by asking good sales-focused questions and by starting to build a relationship. All of these activities will help make your sales process more efficient and more profitable for the long-term.  You can learn more about our lead nurturing services by clicking here.