In our world, it’s about making live contact with a business owner and/or a high level decision maker. But that’s not easy especially if you sound like you are just reading from a script. I mean just to get past gatekeepers and leaving a voice message now requires an exact science in order for some level of interest to register with the recipient.
In today’s marketing, it’s not just about quantity but even more so about quality.
Here’s what I’m saying: When you are dialing, sure the number of dials that you can make in an hour and in a day is an important metric. There has to be a metric in order to measure efficiency. But even more so than the dials is what is being said in the live contact.
In the B2B arena, we all know that your specialists that are calling businesses get a lot of front desks and a lot of voice mails. So as we said above, it’s even important how & what you say in those. But even more so, when you do get a live call to the executive decision maker, to someone who can decide if the benefit of the product or service is worth their time, then it’s go-time to make that a meaningful exchange into something positive, something productive for both parties.
In our world, our expert sales professionals concentrate on making the most of every healthy contact, just meaning that when they encounter a live voice then they immediately spring into action. If it is a gatekeeper, then the specialist keeps it light but impactful making sure that they get enhanced record data as well if applicable setting up an appointment for the right person. If it’s a voice message, then it’s all about leaving short by powerful words to prompt them to “out of the ordinary” call-back. And if you are in line to get just that right person, then make it count.
Ask questions. Listen. Understand needs. State benefits. Tailor to them. Paint the picture.
You may spend literally hours waiting for just this opportunity, so make sure you are using your product knowledge and sales skills in this encounter.
So that’s why even though quantity is important and a necessary part of managing activity, in these cases it’s about the quality of the interaction even more. So yes, dial dial dial. But make it count!