Telemarketing Lead Generation Blog

How to Use Targeted Telemarketing to Generate Service Leads

Posted on Apr 2, 2008 by Dana Gill, Program Director

The services industry accounts for 55% of the economic activity in the U.S. and comprises the lion’s share of the private, non-goods producing industries that account for approximately 70% of total U.S. economic activity. The unique characteristics of services products distinguish this sector from the goods-producing sectors. Unlike traditional goods, a service product does not necessarily have tangible qualities, and it is not necessarily associated with a particular form.

Because services are not tangible, it is often difficult for potential customers to understand what they will receive and what value it will hold for them. The quality of the individuals providing the services often translates into the quality of the service itself, and differentiation is often difficult. This can translate into unique barriers for a successful lead generation campaign.

Finding the right contact Despite it’s growing market share, decision makers for service vendors are not easily identifiable. In fact, in many cases there is not a specific position or title that corresponds to this role within an organization. Since it’s a less clearly defined job function, the first person that you speak with, an organization’s receptionist or a contact’s gatekeeper, may not know where to direct you when you ask for a person in charge of – for instance – IT Service decisions.

What works: Providing examples with which they can identify. Suggesting titles with whom you typically speak is one good way to get around this initial hurdle. If this fails, then you approach the generic top-level decision maker and use referrals from them to obtain the “right” decision-maker. You also must be prepared that even the “right” contact may not be aware that this is their role because they may not be familiar with the service you provide. The key is understanding that the process of contact discovery will require a multiple attempts, and a high level of skill. Utilizing this approach, you will benefit from a more targeted lead generation campaign, regardless of the original list quality.

Unknown Intangible Pains So what do you do when the right contact has never heard of the service you are trying to sell? In our experience, if they are not already aware, they probably won’t be a lead. That is, they won’t be a lead immediately. When building a case for an intangible service, results take a bit longer. Seeds need to be planted first and then followed up on, and education should be a primary goal of the lead generation campaign. This educational and nurturing approach provides the prospective customer with the opportunity to learn and establishes your consultative role.

What works: Lead generation campaigns structured in such a way that they include multiple touches to the contact with educational support material and well-timed follow-up calls are the most successful. Relevant case studies or collateral pieces designed to aide the potential customer in conceptualizing a scenario-based need are key. Additionally, when following up on the material provided, a logical next step should be offered. An offer focused on extending the learning process is most effective, such as a needs assessment, white board, or discovery session. This allows your potential customer to test the quality of the individuals providing the service and what value it might hold for them.

So can you, as a provider of professional services, grow your business through lead generation? With the right approach you can. Choosing a lead generation partner who understands the value of “people cost” and who uniquely defines their approach to selling services is the first step.

*Stats from U.S. Census Bureau

Tagged: lead generation, targeted lead generation, generating service leads, targeted service lead generation

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