Teleprospecting: Understanding your target market is the key
Posted on May 5, 2011 by Anabel Foucart, Senior Program Director
When training my teams for marketing initiatives I always encourage them to think carefully about the corporation they are going to have a dialog with. The better you understand the business- the more likely you are to succeed in getting mind-share with the contact.
For example- if you are promoting IT solutions, a good approach is to attempt to comprehend the role of IT in the organization you are calling. Finance, Healthcare and Media/ Entertainment are a few of the top verticals that rely heavily on high performing IT infrastructures- in these cases it‘s critical to see how IT delivers the business. In the fields of science, research and engineering it’s common knowledge that you are only as good as your IT. That differs greatly from other segments where you see IT as being less critical to the business- like construction for example. Sure IT is important in construction- but it’s not critical.
So in essence I like recommending that agents stop and take stock of who they are about to call. Trying to project one’s self into the activity of the target business is one way to empathize, build bridges and make informed recommendations. When the perception on the phone is that the person with whom you are talking is really attempting to understand and help- that can go a long way. There are too many instances in the world of misaligned marketing; train your teams to ask themselves questions about how pertinent the offer is to the target.
In the end- the reason I feel my teleprospecting teams are successful is because we encourage them to think – AND understand.
Tagged: teleprospecting, lead generation, lead nurturing, lead generation telemarketing, targeted lead generation, targeted teleprospecting
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