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Four Ways to Engage With Your Sales Reps

Posted on Mar 3, 2010 by Laura Johnson, Program Director

We commonly see a split between marketing and sales organizations, which I find odd, since we’re all after the same objectives. Keeping your sales team aware and engaged in your lead generation activity is crucial to a painless, successful marketing campaign. The first step is to ensure you have Sales Management’s buy-in on your definition of “sales-ready” leads, as well as the types of organizations and contacts that you’re targeting with your marketing efforts. Next, you’ll want to find ways to interact with your Sales Representatives – those who will directly work your leads. Here are some ways to accomplish this…

  • Make Sales Aware: Make sure you communicate the purpose of your efforts in a way that is meaningful to sales. For example, “we’re engaged a third party vendor to uncover qualified leads for you. This way you can spend more time closing, and less time pounding the phones.” Make sure your sales reps know where to go if they have questions about a particular lead or a campaign in general and what to do if they have an issue. Most vendors should be happy to field these questions. You can do this using sales meetings, email updates, newsletter blurbs, or your intranet.
  • Get Sales Engaged: Find ways to bring members of your team into your discussions with your vendor. This can be in the form of training or coaching your telemarketing agents. Agents usually find sales’ tips very helpful, particularly when it comes to how to handle objections, how to spot buying signs, or even how to identify the most appropriate contact for a message. If you’d prefer not to have sales involved in campaign development, consider having a Q&A session after the campaign has launched.
  • Get Sales Excited: Have a kickoff “party” (and—hopefully—a victory celebration). Communicate campaign goals and results. Let them know when milestones have been achieved. Show the scale of work completed on their behalf, such as number of attempts or completed conversations. Have a little fun with it.
  • Provide a Feedback Mechanism: No news isn’t always good news. You might not have a formal system in place to track what happens to your leads, but it’s still crucial to get some form of response from sales to make sure you’re headed in the right direction. If your sales team is not consistently satisfied with the results of your activities, ask for specific examples and bring those to your vendor’s attention. Consider having periodic check-in meetings to review leads lists.

Tagged: lead generation, lead nurturing, telemarketing lead generation, telemarketing sales leads, telemarketing leads

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