Telemarketing Lead Generation Blog

Setting the Next Step – Key Pitfalls and Recommendations

Posted on Apr 25, 2011 by Tyler Anderson, Account Executive

A key element for most lead generation or appointment setting initiatives involves the setting of a next step for sales to engage with the prospect either by phone or F2F. What can be immensely frustrating to marketing and sales teams alike is when that conversation or meeting does not take place for some reason or another. Through our experience in the industry, we’ve seen 3 common pitfalls that occur during the sales engagement process, and can offer advice as to what steps marketing and sales can take to avoid them.

Key Pitfall 1: Sales is unable to confirm meeting time, and meeting does not occur.
Recommendation: The teleprospector (aka cold-calling agent) should own this process on all short-term leads by sending an Outlook meeting notice to the prospect (upon verbally confirming the date/time), copying the sales account executive who will be involved in the subsequent discussions. This performs two functions – it places the date/time for the meeting or call onto the prospect’s calendar and it provides the prospect with the Sales rep’s contact information should they have any questions prior to the call/meeting.

If the lead is longer-term and the teleprospector is not able to confirm an exact date/time, but rather determines a broader timeframe for sales engagement (for example- week of), it is important for the sales account executive to reach out to the prospect more than one time to solidify the date/time for the next step. Typically, it takes on average 5-7 attempts to reach a Manager/Director level and 12+ attempts to reach the C-Level. Calling and emailing the prospect once is not enough! Another solution is to keep longer-term leads with the telepropsector for nurturing until a firm “next step” is confirmed.

Key Pitfall 2: Prospect cancels the meeting due to schedule conflict
Recommendation: Engage your teleprospector to reach out and reschedule the meeting. Do not assume that the prospect is disinterested in speaking! It’s a known fact in the business world that schedule conflicts come up and meetings fall through. If your Sales team is of the “feet on the street” mentality, make sure to use your support staff (internal or external) to reschedule and confirm meeting dates/times.

Key Pitfall 3: Sales connects with Prospect, but Prospect is not expecting it
Recommendation: Unfortunately this scenario can come up with longer-term opportunities that haven’t been nurtured. While the prospect was qualified via teleprospecting at an earlier time, it is quite possible they could have forgotten the conversation. This is why Nurturing must happen. Nurturing can be accomplished via your sales team, and/or via your teleprospecting team. When it falls upon the sales team, they must have a clear process in place to engage with their leads, provide value and keep top of mind. Simple steps such as an introductory phone call, emailing a relevant case study, as well as providing a reminder of an upcoming meeting will help to keep the prospect engaged and ready for the next step.

Lastly, it is important that your entire team is on the same page, and communication between the teleprospecting team and sales team occurs regularly. We’ve found that when the teleprospector and sales executives understand each other’s approach and function, it is much more likely that the next step will take place.

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

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