In the world of B2B appointment setting, working a list is somewhat like being a detective; gaining information from repeated calls, brief conversations with gatekeepers & influencers, and reaching decision maker voice mails. After eliminating the records that are “not qualified”, “absolutely/positively not interested” and “disconnected numbers,” we focus on the remaining good records for our clients’ lead generation.
The process of working a list is really a combination of patience, artwork, diligence and having the credibility and confidence to ask difficult questions. During this process, it can seem like nothing is happening, Then, all of a sudden we are able to set many appointments in just one week! Why? Because it simply takes that long to find the decision maker, learn whether he/she is worth pursuing and then to warm the lead.
Can’t we find a shorter process to schedule appointments on our clients’ calendars? Probably not! A good appointment setting firm cultivates the leads, working on each record until the best outcome is reached, which ideally is identifying a qualified decision maker in the buying mode who is likely to convert into a sale for our client.
Whether you’re working with an outsourced firm or handling appointment setting internally, increase your chances of setting an appointment by making sure you give adequate time to cultivating qualified leads. Ask your cold calling team to document valuable information; and gather all the facts. For example, does a phone number constantly ring busy or just ring with no answer? Sometimes a quick Google search can really payoff! The number might have been changed, perhaps even just the area code. A little research can also help you find a recent business transaction your target company completed, a LinkedIn profile, or a network that the DM or business is involved with. All of these can point you in the right direction while navigating your list. Additionally, never forget to engage the person on the other end of the phone. The phrase “you catch more bees with honey” is absolutely true. All of these strategies can help the cold caller stay on track for locating the decision maker.
Working a lead generation list in this manner weeds out dead ends and points to positive possibilities. Utilizing labels such as “hot” and “call back priority” lets us sort the list to focus on records more likely to convert to sales. And then, add a big dose of patience.
Just recently, we at VSA had been calling a very big list that was not “percolating” with strong opportunities. Then, all of a sudden, the opportunities came out of seemingly nowhere. That’s because we had been working the list for several weeks – and it paid off. It’s important not to judge the potential of a list or campaign in the first, second or even third round of calls. Cold calling is a stressful experience even for seasoned professionals. Exercise some of VSA’s B2B tips to help cultivate a cold call list that will increase your success!