B-to-B: Make the Call
Outbound telephone calls are at the heart of the nurturing process for early leads. Callers make the initial contact, listen to the prospect to understand needs and desires, collect important data over time and remain in contact while getting feedback and providing a relationship that becomes a lead who can be won by the sales team.
By using its outbound callers, a marketer can improve cost of contact while building the relationship. Outbound calls can, in fact, shorten the purchase cycle. Calls also enable a marketer to get what might be an inevitable "no" sooner, thereby saving valuable time and money with the important additional benefit of not putting off the prospect with additional contacts. Consider, too, that the opportunity to close the sale may be greater with calling than with other sales channels that do not include human intervention.
Hiring and Training
How do successful agencies utilize outbound calls to nurture B-to-B leads? There are several best practices, but the first and most important is in the sourcing and selection of the team. The key to outbound calling success is in the people who make the calls. While it may be true that anyone can talk on the phone, there is a talent to being able to call people and provide them with enough information to keep them on the phone instead of hanging up.
When assembling the team, look for the desire to influence, an ability to connect and a true love for the opportunity to share a passion with another human being. Finding this talent is one key to staffing your outbound call center with the right people. These are people who can develop generic leads into nurtured, responsive leads for sales closure. There are numerous firms, organizations and surveys that will help you source this person. Firms with the most success utilize one of these tools to determine the best talent for this key job.