Do you hate getting cold calls as much as I do? Or maybe more..?
It’s a big inconvenience, right?
You’re sitting at your desk, slammed with reports, conference calls and a long laundry-list of things to do when, suddenly, out of nowhere some guy you’ve never even met wants to monopolize your time.
What! No way!
In truth, the more they keep calling, the less you want to do business with them, right?
And still! most telemarketers haven’t shifted their approach to acknowledge this fact. They just keep dialing, dishing out pick-up lines and consoling themselves that, “It’s all a numbers game”.
But why is that? Because it doesn’t have to be that way.
It doesn’t have to be a numbers game…
If you’ve ever hesitated before you called someone… If you’ve ever felt so anxious that you actually hung up the phone… seconds after you dialed – then you might be playing the numbers game as well. You might be coming off as the dreaded ‘zombie marketer’, instead of someone that’s bringing quality to your business leads.
The solution to this sad state of affairs goes like this. When we ask ourselves about the right number of touch points in the B2B sales process we really should be remembering what it feels like to be contacted by that annoying cold-caller and make sure we aren’t making the same mistake.
- We shouldn’t be spending a lot of time talking about how great our company is
- We should avoid focusing our conversation around our product’s savings compared to competitors
- And we shouldn’t make the mistake of thinking that the elements of the deal, alone, will move our prospects to action
Because if we do, chances are our prospects are just going to feel like they’re being sold to… regardless of whether or not the product or service is right for them, personally. And if we make this impression, it won’t matter how many times you call, email, or visit your B2B prospect to talk about your products… because they won’t be very happy to listen to your sales pitch.
The solution…
The first step is to admit that there’s no perfect number of touchpoints in closing a B2B sale. (Even though far too many companies waste far too much time sifting through CRM data to find one!)
Instead, there are a wide number of things you should be doing every day to establish relationships; things that help your prospects to see you as a person, someone who has their best interests in mind, someone who’s friendly and interesting – someone who isn’t a marketer.
I know we all go about this in our own, individual way, so, not to spiral off into abstractions, let’s set down 4 specific actions you should focus on in your B2B relationships to help move the sales cycle along.
1. You’ve got to be credible. That means that everything you say is true, and other people can attest to that fact.
2. You need to build up your track record of follow through. Just like your company is proud of its accomplishments over the years, your track record should be something your prospects notice (in a good way!).
3. You need to listen to the needs, wants and desires or your prospects as much as you can, and show them you understand. Because only then will you be able to point to the exact benefit (of your product or service) that will help them improve their business.
4. You need to take the risk out of doing something new in business. Remember, change can be a scary thing. That’s why it’s essential to use the equity that you build into your relationships to reassure prospects that you’ll be with them long after they’ve signed the contract. 1. This is good for them because they’ll know you can help them enjoy the full benefits of working with your company, and 2. This is good for you because it helps you grow your referral network.
Closing the circle…
That last point, about being friendly and invested in the growth of your relationships over the long haul is something I learned during my 8 years of doing business in Tokyo. And really, it’s all important. Because when you can establish that connection, you suddenly become one of those people your prospects are happy to hear from, even on a busy day. The more often you call, it seems, the better.
In the end, that’s how you can stop spending your days chasing countless leads, that don’t really lead anywhere… and start spending your time with people you enjoy interacting and giving you their business. Because, with your relationship, you’ve proved you aren’t just trying to make a sale. You’re someone who is ready to go the extra mile to make them successful.