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Be Relevant - Prospect Focused Messaging for Successful Lead Generation Telemarketing

Posted on Apr 22, 2008 by Jason St Onge, Account Executive

Every once and a while we as marketing and sales professionals need to step back and listen to what we are communicating to prospects. Recently, Jill Konrath featured a post called Trash Talk & Delete Buttons – A Candid Letter from Your Prospective Customer in her Selling to Big Companies Blog blog. The post serves as a great reminder of the mindset of a B2B prospect and the messaging they will find most relevant.

When designing a successful lead generation or lead nurturing program, the message being delivered to prospects is a key component of the telemarketing. It sounds obvious, but it can be overlooked. It is easy to fall into the trap of massaging text heavy blurbs from a marketing or sales presentation directly into a call opening or value statement. Using this “plug and play” messaging approach is not optimal for lead generation success as it typically leads to brochure like wording instead of normal conversation that an actual person might use. As you prepare your call messaging, ask yourself two questions: 1.) What is the reason for this call? And 2.) Is it relevant to or focused on the needs, pains and challenges of your prospect? If its not relevant to your prospect, invest the time in reworking the message.

One exercise to aide in the development of relevant messaging for your target prospects (and ultimately to improve lead generation results and provide better, more qualified sales leads) is the process of identifying the critical business issues that your prospects are facing that your solution best addresses. The following are high-level steps in this process:

Step 1 – Identify a list of the business issues, pains and challenges your solution satisfies for prospects.

Step 2 – Select the key issues that will resonate the strongest with your prospect audience.

Step 3 – Prepare messages that communicate the issues your solution can address for the prospect (i.e. relevant to their needs). In fact, the more specific you can be on how you can help meet their needs, the other companies you are helping, and quantifiable results the better.

While you may not have all the elements in place to create a “perfect” message, making sure you are relevant and focused on the needs of the prospect is a good place to start.

For more information on preparing a lead generation call, please review Sharon Dahlhaus’ post on Writing a Telemarketing Lead Generation Script.

Tagged: telemarketing lead generation, targeted lead generation, sales telemarketing leads, lead generation messaging

Comments

Anabel Foucart said:

I’ve witnessed first hand “sales professionals” who have no idea on how to communicate with their target market. The effort “is all about them” and their product. The attitude is look at me and how great I am. True problem solvers are not only the survivors but the winners in today’s quickly changing economy. Customers do not care how great you are…they care about themselves and their situation. In sales and marketing you must understand that. The plug and play may work for small time players…but in the big leagues you must be nimble, fit and highly focused on your target.Adaptability is a good thing to have... if not, you’ll lose your market share.

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