Do you just want appointments or do you want a prospect pipeline leading off into the future? How you can have your cake and eat it.
Imagine each of your potential clients as shiny glass marbles. Now put all those marbles in a large bowl – a big, glittering bowl of potential customers. They all look so shiny that you want them all now! Go on, admit it. So much potential!
So, what do you do? Well, one option is to get some guy to call them all and pay him for every one he gets an appointment with. What do we call that guy? Well, we can call him Al!
So, Al gets on the phone and rattles through your shiny marbles, taking them out of the bowl and calling them all. The ones he can’t speak to he puts in a bin on the left of his desk and the ones who say no, they don’t want to see anyone, he puts in a bin on the right. For those who are ready for an appointment he has a special bowl called Pay Day!
He carries on with the marbles from your original bowl until it is empty. Then he takes the bin on his left side, the bin for call backs, and tips them back into the original bowl and starts again. You see, Al is not daft, he wants to make as much money as possible out of this exercise and he doesn’t get paid until he gets you an appointment. After a while, all he has left is two bins of marbles – one full of hard to contact call backs and one full of people who said no. Al then gets on the phone to you and says he’s done all the marbles and so, can he have some more please?
On the other side of town, you have a competitor called The Breeze, because he keeps blowing down the road, seeing customers. He also had a bowl of shiny marbles which were, he felt, just oozing potential. Sometimes he’d go to see prospects from the marbles bowl and see your name in the visitors’ book and sometimes you’d go and see his name ahead of you in the visitors’ book. However, lately, he hasn’t seen your name so much. He thinks it’s strange.
His telemarketer, a guy called Gerald, got appointments just as Al did, but he also took time to listen to what the other prospects were telling him when they said that they didn’t want to see someone just now. He wrote it down and recorded it on a database. He kept a note of how long the prospects contract was, when it was up for renewal, who it was with, what were the things the prospect liked about the current supplier, what was a pain for the prospect and who were the relevant influencers and decision makers. He then took the marble and put it in a long rack he’d had specially made. A rack with dates on it. Every day, Gerald would look at his rack and call the ones who should now be ready to talk. Being someone with a practical mind, he called it his Call-Back Rack. He thought that was a cool name, but other people just call it Lead Nurturing.
Why did Gerald behave differently to Al? Well, Al had only one incentive and that was to make appointments. He wasn’t worried about distance, whether the prospect he called was a real decision maker or what the prospect’s reason was for saying “yes” to an appointment (on a few occasions they had simply wanted to get him off the phone). However, your competitor The Breeze paid Gerald a daily fee to generate leads, not just to make an appointment.
How much does it cost to get a salesperson out to an appointment? It is certainly not cheap. What is the opportunity cost to your company for a wasted journey? Well, that would be even more.
It may seem like a good deal to pay by results only but, in the longer term, are you really getting the results you want? As with everything in life, you really do get what you pay for.
If you want to discuss working with Gerald rather than Al, get in touch with Lingo a B2B Telemarketing company – it’s where Gerald keeps his Call-Back Rack.