B-to-B: You Make the Call
On the first call, try for six substantive answers - settle for four. Examples: What does he or she do now, and how does he or she do it? What are the real and perceived issues with how he or she does it? How does he or she envision using your product or service? Of course, capture the administrative data and the proper spelling and pronunciation of his or her name.
To sell the next step, whether it will be an in-person visit, a product demonstration, a proposal or an actual order, don't pitch features. Rather, promote the benefits to the prospect or customer. For example, "You'll be able to see how the new machine performs and put it to the test in your own environment because my Chicago colleague will bring it right to you."
To close the conversation and earn the commitment, tell your prospect what to do and how to do it. Make it easy, and ask him or her to do it. Then be sure to follow through completely.
Top-flight B-to-B telemarketing is among the best ways to expedite customer acquisition, increase customer retention, and boost your corporate and national efforts toward economic recovery. Make sure you take advantage of such an opportunity.
Michael A. Brown is a B-to-B telemarketing expert. His consulting and training clients include profitable B-to-B marketers, from startups to the Fortune 100. Contact him in Austin, Texas at (800) 373-3966, or visit his Web site, www.michaelabrown.net.