From insurance to IT, appointment setters can occasionally make unlikely matches with prospects whose businesses make you feel out of place.
But in reality, the need for their respective services can still be greater than the division created by varying business cultures. Therefore, you’ve still got to make those calls or meet with ‘those’ people even when it feels like you’re going to look completely out of place. Is there any way that appointment setters can make this all a little less awkward?
A couple years ago, there were some who feared that the rise of online marketing and its respective technologies would bring an end to a lot of appointment setting practices. The picture being painted was that of professionals rejoicing. Meanwhile B2B telemarketers and direct mail lead generators are sadly hanging their hats in the face of their supposed empowerment. Technology, it seems, has now added a firewall to push their gradual elimination from the sales process.
In reality though, those same disheartened professionals could actually stand to gain more from these improvements. Appointment setting could actually be a whole lot easier because technology has found a way to cut out all the red tape.
There used to be a time when B2B marketers worried about the finer points of the sales process. “Did I say the right thing?” “Were these the numbers they wanted to see?” “Do these people trust me?” Today, the first thing they worry about is whether or not the numbers are high enough whether it’s the data churned out by their CRM system, the number of emails they’ve sent, or how the links they’ve peppered across the net.
What’s odd is not just how these things may have little to do with the quality of your marketing messages or whether your prospect is actually all that eager to do business with you. It’s the fact that even tech companies are trying to eliminate these scruples and take everything back to how it used to be.
During the early days of SEO, marketers essentially worried more about how the numbers are crunched as opposed to anything more substantial (reactions/response to content, quality of messaging, validity of sources etc). There was a complete divide between this particular style of online marketing and what was still the obscure area that is content marketing.
Today, content marketing on the internet is practically synonymous with SEO. Does this mean that content marketing has become a number crunching game or the complete opposite?
When you think lead generation, you immediately think sales pitches. That’s not to say this is accurate. (It’s obviously a bad idea to get all pitch-ey on just first contact.) Many a marketer thinks that there ought to be an alternative to this overused, overdone, and overly clichéd approach to attracting sales prospects.
Among the many out there however, it’s not advisable to consider the penalty. At first, it sounds obviously. The word has so many negative connotations. Why would you threaten penalties against refusals to buy? There shouldn’t be any elaboration necessary!
In reality however, there is. Sometimes businesses opt for penalties without even realize that this the tactic they’re going for instead of the slick yet otherwise harmless sales pitch.