Marketing automation software platforms can help B2B marketers streamline their lead nurturing process by delivering targeted content to prospects based on factors such as demographic profile, online behavior, and sales process stage. Continue reading
Flashy marketing campaigns and pushy sales techniques are inconsistent with the image of a firm like yours. And cold calling is just out of the question. It is time consuming, unproductive and frustrating – and it can make you look desperate. So what do you do? What are your options?
Although marketing is fully measurable across all media, most marketers don’t take advantage of it – at least on a consistent basis. Continue reading
Being persistent isn’t the same as being a pest in B2B marketing. It’s not about constantly calling or emailing a single prospect just so you can qualify enough commercial cleaning leads. In fact, persistence isn’t just about marketing alone but a virtue that can be exercised by your entire cleaning company.
This week, two articles from Forbes each have a piece of advice when it comes success in any business endeavor. Both of them though touch on what it really means to be persistent in your business.
Persistence in development
The first one is written by Alan Hall and talks about the ten horrific mistakes that businesses make and a major cause in their downfall. His Mistake #5 is the treatment of customers as if their feedback was irrelevant.
“They suppose customers will never seek improvements or that competitors will never surpass them. They allocate no funds to research. Customers don’t care for their products and don’t buy them.”
In your case, getting customer feedback is one way to exercise true persistence. The difference between this and being a pest is that you just mindlessly take the information. You waste your money on surveys and market research but don’t really act upon what you’ve learned. Be persistent in developing and expanding your services by keeping in touch with your customers. Use their feedback as the guide for research and development. Learn about what new cleaning services they’re seeking and how to turn that into an edge over your competitors.
Persistence in approach
This second one is from David DiSalvo. But before that, you all know how many techniques in B2B marketing (such as telemarketing and email) have been regarded as pesky when it comes to persistence. Many fear that they’ll have to go through numerous rejections before running into one that won’t hang up the moment they hear your business’ name. In DiSalvo’s post however, this kind of fear is mentioned throughout all of his ten reasons for why people fail. This excerpt here best summarizes the course action you need to take in the face of such fear.
“Yes, true, we can lose, we can die. So what? Push forward.”
Persistence is all about moving on and pushing forward despite rejections and failures. Yes, you and your telemarketers have met with constant declines but do you sit around bemoaning? No, you move forward. You don’t allow yourself nor your people to be daunted by rejection. If your call is denied, you move on. If your email has not been responded to, you move on. In either case, you don’t pester the one who rejected your attempt. You, as DiSalvo says, ‘push forward.’ In addition, it’s recommended that you also find ways to better your overall B2B telemarketing or email marketing strategies. Fix your targeting and refresh your contact database for instance.
Both are just some of the ways you can demonstrate true persistence in business. It’s not about being a pest that can’t take no for an answer and being too content. It’s about being able to strive onward whether you’re developing your products and services or your directly marketing your prospects.
While people tend to take janitorial services for granted, that doesn’t mean that establishments themselves won’t notice any unexpected changes to their working environment. That’s why before you pursue your cleaning services leads, you should make sure that the company you’ll be providing services for will know that you’re coming.
That does not just mean the person you called or emailed and then made the deal with. It also means the other people that person is working with and they may even have more daily encounters with your janitors compared to them!
And honestly, these aren’t always to be taken likely. Some of these people may have gripes about the way things are being cleaned or don’t like certain objects or equipment even touched. Of course, you don’t really need to talk this over with them personally.
The above possibility simply needs to be considered when you’re converting contacts into qualified leads. Whether you’re doing it yourself or you’ve outsourced somebody to do it, the process itself still needs to tell the other end that this will affect more than just them. You need to ask questions about how the other people they’re working with are dealing with the cleanliness of their work environment.
If giving them a chance for input won’t empower them, it will at least tell them what to expect once their superior has made the deal with you and someone is coming over to start cleaning. Consider it a form of courtesy because it’s businesses will always like to be given the heads up.
Decision makers will always be wary of costs but more importantly, they want to know more about them in-depth. Buying behaviors among business owners can be drastically different from the buying behaviors of regular consumers. There are a lot more factors for them to consider and even if you think there’s not a lot to discuss when it comes to janitorial leads services, the other side might have a different opinion.
To understand this better, try to put yourself in their shoes when it becomes your turn to outsource a service. For example, B2B lead generation. You’re a B2B business and like any other, you need a constant flow of opportunities as well as a good source of industry information. Outsourcing is the way to cut costs for it but just as how your potential clients might want to talk to you about costs, you’d likely want to discuss the same with an outsourced company.
Going back to you, costs may always be a predictable topic a business owner would want to discuss with you. Regardless, that doesn’t mean they don’t have a good reason. Perhaps they’ve had a bad experience with a previous company or want to see if the money they give you can translate into legitimate payment for your employees. At times, it might be as simple as seeing if you’re really as cost-efficient as you say you are.
In any case, you shouldn’t risk turning them off by denying them a chance to meet with you and discuss these issues directly. You won’t be having a lot of janitorial leads if you don’t at least provide potential clients with that service.
Some businesses are simply more comfortable and adept using cautious marketing approaches. Inbound lead generation is one of them and can work for businesses that are more confident in attracting inquiries. Cleaning and janitorial services can be considered one of them. Everybody needs an clean working environment, be it a school, office, library, gym, factory etc. Therefore, it’s not much of a stretch to simply start promoting your cleaning service some place where decision makers can take interest. Given that the internet has greatly increased the amount of exposure for even small businesses, this internet age is as good at time as any to start.
The question though is what comes after? That’s where an inbound janitorial leads generation strategy would really help. This would cover everything from how the client would contact you to the means of qualification. Getting cleaning services leads inbound can work wonders if the flow comes in a constant and controlled rate. It means you’re never out of work.
For a basic model of such a strategy, try using telemarketing as your channel of business communication. Inquiring prospects can get information more at their own pace when its via a live phone conversation. Companies in rising economies like those in the Asia region can also make use of referral programs to really boost the amount of inquiries they get along with their reputation. Inbound telemarketing in Singapore and Hong Kong doesn’t sound like a bad idea when companies are more likely to be so well-guarded communication wise. Use an inbound strategy to make them come to you and make sure you have flexible channels to help the process.
The rise of anti-telemarketing regulations can tell you one thing. Nobody likes being called out of the blue these days. The governments of countries like Canada and Australia were just some of the first to get that message. Then again, it’s not like such calls were ever well received even during the days when people were used to telemarketers calling them in the privacy of their own homes like traveling salespeople.
Truth be told, that sentiment has not entirely left even those who run businesses and that’s not a good thing if you’re a janitorial service. You need qualified janitorial leads if you want clients constantly coming in and you know enough about them for a successful partnership.
Fortunately, you can minimize the element that puts the ‘cold’ in cold calling. That element being the unexpected nature of the call. Now you cannot completely eliminate the initial shock when a gatekeeper or a decision maker picks up the phone and hears you. However, if you’ve got some solid data on their company beforehand (data that is relevant both to you and to your target), then you have a better chance of getting them to consider what you have to offer.
If cost is an issue, that’s not a surprise either. Databases are hard to compile because it takes years and it’s even costlier to maintain during an ever on-going campaign. Naturally, this is why most B2B businesses outsource telemarketers to get their leads for them. Some telemarketers have even managed to produce Canada sales leads for businesses inside and outside the country. This is because they naturally come with a contact database of their own. Get them on the job and you can get the data that diminishes the cold in cold calls.
For many business gurus, the title would seem to state the obvious. However, for many janitorial cleaning companies (such as yours), it may not be so. What’s probably more interesting is the fact that it can be absent from those who already have plenty of clients and those who don’t. Why? Simply because neither don’t know the importance of constantly having interested people coming in.
In the case of those with many clients, what happens when circumstances force you to cut ties? You’re out of one source of sales and if you don’t know how to generate a constant flow, then you don’t know what it was that got you that client in the first place.
In the case of those suffering from lack, the reason is much clearer. You’re either too lax in finding enough leads or are going about it the wrong way.
Regardless of which one your business falls under, they both need to generate more leads in order to get afloat and stay afloat. Now there might be some issues regarding methods, costs, as well the actual gathering of data itself. Fortunately, that’s something your typical lead generation company has already covered.
However, you have to make sure that they can think just like you do. Like if their method involves call center agents and your company is located in Singapore, then make sure they have the necessary stockpile of contact information to do telemarketing in Singapore. The basic point still stands. Start getting a constant flow of cleaning services leads if you really want a constant flow of sales.
Some are a bit surprised on how different B2B marketing can be from regular advertising. Those in the office cleaning industry are no exception. Methods like media advertising become less desirable options and less desirable options like telemarketing and targeted email suddenly turn into your only chances of ever getting office cleaning leads.
It’s understandable though. Telemarketing is difficult because of not only the social stigmas but also the fact that some countries have very strict telemarketing laws (such as Australia). You’ll need to get a lot of information beforehand in order to avoid clashing with things like DNC regulations and avoid infractions.
Still, how is it that there are telemarketing services still out there with some even managing to stand the test of time? Well their secret is that they’ve already stockpiled the necessary data in order to circumnavigate directories and focus only on their B2B targets.
Why B2B? The truth is DNC registers are not allowed to include business phone numbers so whenever they acquire information, they can call with more confidence because they know it won’t be an old lady or a soccer mom on the other end.
While it’s true that stricter laws have really hampered the telemarketing industry as far marketing consumers is concerned, there is still plenty of profit to be made for them with regards to B2B. The really good news though is that this will make them more available to businesses like yours who need their methods to gain exposure and contact prospects. Therefore, don’t be afraid to outsource a call center in Australia just so long as they’re as careful as you are.