Más contenido relacionado 8 Tips for Maximizing Returns on B2B Sales Appointments1. 8TipsforMaximizingReturnson
In2012,SalesStaffscheduledover5,000B2Bsalesmeetingsfor
ourclientsanddeliveredover7,500leads.Wemaintaina
strongfeedbackloopwithourclientsonthestatusofthose
meetingand,from thatfeedback,SalesStaffhasbeenableto
detectpatternsandbestpracticesaroundsalescalls.
Research
Knowledgeispower.Compilesomeinformation.ItpaystoknowsomeKnowledgeispower.Compilesomeinformation.Itpaystoknowsome
particularsaboutyourprospect,theirproducts,theircompetitive
position,andtheircustomerbase.
Muchoftheinitialresearchwillcomefrom ourdeliverabletoyou.InourMuchoftheinitialresearchwillcomefrom ourdeliverabletoyou.Inour
appointmentsettingprocess,wewillworktogatherasmuchinformation
aspossible.PartofourDiscoveryprocesswithyoursalesandmarketing
leadersistodeterminewhatinformationwillbemostusefultoyouduring
yourpreparationsforyoursalesappointments.Wealsoworktogather
informationontheprospect’sparticularpainsandchallengesthatare
specifictothesolutionyouoffer.Youwillreceiveafullreportincludingall
thepertinentlogisticsofthemeeting,detailedcallnotes,andgeneralthepertinentlogisticsofthemeeting,detailedcallnotes,andgeneral
informationaboutthecompanyitselftohelpyouprepare.
Confidence
Yourwords,yourbodylanguage,yourvoiceinflection… italltellsastory.
Haveconvictioninyourproductanditwillruboffonyourprospects.
GointoeverySalesStaffappointmentknowingtheprospectisexpecting
you,andwillingtolearnmoreaboutyoursolution.Alwayskeepinmind,
theseareintroductorymeetingsandtheprospectmaynothavean
activeprojectorbudgetinplaceatthistime.Ourgoalistoputyouin
frontofprospectsthatmeetyourtargetmarketcriteriaandhaveapain
orchallengethatcouldbesolvedbyyoursolution.Avoidquestionssuch
as,“Whydidyouwanttomeet?”or“Whatareyoumostinterestedin?”
sincetheprospectismorethanlikelystillveryearlyoninthediscoverysincetheprospectismorethanlikelystillveryearlyoninthediscovery
phaseandwascoldcalledforthismeeting.It’simportantnottoconfuse
theseprospectswiththehand-raisersthathavevisitedyourwebsiteor
reachedoutformoreinformation.
B2BSALESAPPOINTMENTS
©2013SalesStaffLLC
3. 8TipsforMaximizingReturnson
Qualification
Thesalesappointmentshouldalreadybequalifiedagainsttheprimary
criteriabeforeyouevenstepintothemeeting.From there,youneedto
uncovermoreabouthowtheprospectbuys–theirtimeframe,budget,
authority.Mostimportantly,findoutwhetheryoucanprovidea
value-addtotheprospect.
YourSalesStaffsetappointmentsaregoingtovaryinsomeoftheseYourSalesStaffsetappointmentsaregoingtovaryinsomeofthese
areas.Wedofindprospectsthathavebudget,authority,needand
timeframe(BANT),butmostprospectsaresomewhereintheresearchor
discoveryphase.We’vefoundthatoftenaprospectmaynoteven
knowthattheyhaveneeds/inefficienciesuntiltheyareintroducedtoa
service/solutionthataddressestheirparticularpainorchallenge.Our
goalistoputyouinfrontoftheprospectsthathaveapainorchallenge
thatyousolve,andcanbuyorinfluencethepurchaseofyoursolution.thatyousolve,andcanbuyorinfluencethepurchaseofyoursolution.
OfferingaSolution
Youlistenedwellandhopefullyyouwereusingtheinformationtotweak
yourpresentationtoincludesomeoftheinformationyou’velearned
aboutthecustomer.Themostpowerfulvaluestatementsdrawonthings
yourprospectrevealedabouttheirsituation:"Youmentionedthat…
We'vemadeiteasyforyouby…"
SalesStaffworkstopositionyourofferingsasasolutiontosomechallenge.
Weadvisethatyoushouldalwaysschedulesomenextstepsbasedon
theneeds-gatheringyou’vedoneinthatinitialappointment.Thiswill
allowforrapportandtrustwhilebeingmindfuloftheprospectstime.A
presentationordemocanthenbepersonalizedtofittheneedsand
challengesofthisparticularprospectandincludeanyotherapplicable
partiesfrom bothsides.
ConcludingwithNextStepsConcludingwithNextSteps
"Whathappensnext?"
Aswealludedtoearlier,thegoalofthefirstsalesmeetingshouldalways
betoscheduleasecondsalesactivity–asecondappointment,demo,
face-to-facepresentation,a3-6monthsfollow-up.Getwhateveractivity
youchooseontothecalendar.Neverleaveituptotheprospecttoget
intouchwithyou.
B2BSALESAPPOINTMENTS
©2013SalesStaffLLC