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Fourth Quarter Teleprospecting Lead Generation

Posted on Oct 26, 2011 by Jon Plant, Senior Program Director

If you’re like me, then you feel as though 2011 has come and gone in the blink of an eye. TeleNet, and many of our clients, operate under a calendar fiscal year, which puts us almost in the middle of our final quarter. And while this is not the case for everyone, we can probably all agree that the final three months of the year can be a bit unique compared the rest of the year.

It is during this time of year when the holidays arrive, which typically means heavy vacation time. We see the tradeshow/event season slow down a bit for most organizations attending and participating as exhibitors. Spending discussions are centered on squeezing the most from what is left (and spending those valuable “use it or lose it” dollars). Additionally, it’s the time of year in which many organizations begin heavy planning for the upcoming year. Marketing behavior is simply different in the final three months of the calendar. However, one thing remains true (whether it’s your fiscal year end or not), and that is your Sales organization’s focus on closing as much business as possible in order to achieve their yearly or quarterly sales quotas.

From a tele-prospecting perspective, we offer the following advice for end of year tactics.

Focus on your most important influencers. The holidays are amongst us, and while this can be a challenging time to reach some contacts, it can actually be an easier time to connect with others. In my experience, when targeting IT professionals, lower and mid level (still influential) prospects can be easier to reach and they can often be your foot in the door. It seems as if there is more availability due to company projects slowing down and usually it is easier to gain phone accessibility during holiday weeks. While this may not apply to every industry, it is definitely worth consideration.

Have a strong offer. Whether you’re a service provider or offer tangible product, consider having an “end of year” or other strong offering in your marketing message. “Buy 3 get 1 free” or “% discount off” type messages can create a sense of urgency within your customer/prospect pool, especially if there is an offer end date. This urgency can often lead to shorter buying cycle.

Provide strategic touches to nurturing prospects. If you’ve been nurturing qualified prospects through your lead pipeline, this is a good time of year to increase your strategic contact to them. As I mentioned, many companies are trying to get the most out of their remaining budget during this time of year. Your strategic and personalized nurturing touch might spark a purchase of your product or services with remaining spend.

These are just a few ideas to maintain your lead activity at the end of the year. The main thing to remember is that while the end of year can be hectic, your sales pipeline is counting on continued lead activity.

Tagged: teleprospecting, lead generation, targeted lead generation, teleprospecting lead generation, telemarketing lead generation, lead nurturing

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