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Ammunition and Pie Charts

Posted on Mar 26, 2009 by Mike Usry, Account Executive

I am in a unique position with my job. My title is Account Executive, which essentially means that I am in sales. I sell our services to technology companies and my target audience consists of various business development titles and marketers. I absolutely adore and somewhat envy people that are in marketing. Marketers get to play in the creative, dive into various metrics, and provide develop strategic plans. Once the marketing magic is complete, the baton is passed on to sales. Afterall, the point of marketing is to drive sales!

At the end of the sales process with a new client we begin to cover the next steps and what it takes to launch a successful telemarketing campaign. Although we have a proven system and many best practices for successful campaign launch, the ONE area that I feel crucial is involving your sales team in the process.

The purpose of lead generation is to produce leads. The end user of the leads is your sales force. Simple enough? Find out the most important thing to your sales force. If your organization follows the BANT model, then you have it spelled out on what your lead generation program should focus on.

All too often marketers get caught up in the secondary aspects of a lead generation campaign. The focus moves from what is essential to equip sales to the metrics that can be delivered at the conclusion. I get very frustrated when a “need to know” has more to do with surveying the various market conditions as opposed to providing ammunition so that the sales rep has vital information that will help him close the deal.

When I am handed a lead I automatically assume that they are qualified. If not I push back. The next most important area is the status quo. Status quo translated from it Latin origin is “the state in which.” Status quo translated for sale means “what are they doing currently.” If I sell a widget I want to know are they using a competitor’s widget or no widget at all? From that point I should be able to narrow the focus of the message that I am going to begin with because I am able to assume a variety of things based on the status quo. I will feel more prepared for the sales call by eliminating several if / then scenarios in my mind. If sales are more prepared they close more deals.

Arm your sales force with what is important, not by what is going to help your monthly diagrams and charts.

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

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