First, don’t confuse teleprospecting with telemarketing.
At a minimum, teleprospecting is a lead generation and qualification vehicle. It primes the sales funnel by continuously identifying prospects that are looking now to solve a critical business problem. At its best, teleprospecting is ongoing intelligence-gathering for current and future sales, capturing information that will align you with your prospects’ position in the sales cycle so marketing can better tune media, messaging, and tactics to improve upstream yields.
Yet, many companies still struggle with how to leverage teleprospecting to its best advantage, using it primarily to validate marketing automation leads and to attempt to engage accounts who are not already in the funnel.
Teleprospecting can be so much more.
Each time you have a productive conversation with a prospect, your knowledge of that prospect increases. With more conversations, on a sustained basis, your opportunity to become a trusted advisor and source of information increases. You’ll know where they are in the buy cycle (status quo, implementing another solution, looking now, looking in the near future), so you can align your content and conversation to theirs. You learn who the decision makers are. You discover what the customer assumes about your company and your solution, giving you an opportunity to influence. You learn the same about your competition.
Teleprospecting offers you the opportunity to engage the customer on a more intimate level, to discover the business drivers promoting buying and the attitudes and emotions preventing it. It gives you the insight to displace your competitors, and to understand timing, obstacles, and motivators.
- Who will be buying? When?
- Who’s not buying? Why not?
- Who could buy but isn’t motivated? What would motivate them?
- What is their buying process?
- What competitive solution is in place today and can we displace it?
These attributes – and many more that provide insight into attitudes, behaviors and perceptions – can be discovered through the dynamic roadmap of a personal business conversation. And, along with each learned attribute comes the insight to add value to the customer experience and distinguish your company and solution at the same time.
Leap Analytix’ teleprospecting solution, inContext™ is a “plug and play” service that starts with clean, reliable customer data and adds buyer intelligence attributes that, when combined with your current marketing assets, drive optimization in marketing and sales.