Every B2B company likes to be able to sell itself based on generating the best results but it is very important to measure like with like . Telemarketing companies should aim to work with their clients to ensure that they implement the best telemarketing campaign to generate the optimum results aligning to their client’s business objectives and goals to be achieved. 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.
Before, many B2B organizations had fewer options besides the phone when it came to looking for qualified leads. Today however, the unwarranted nature of cold calls has driven many companies (even janitorial firms) to seek out less disruptive forms of communication. Remember, the Achilles heel in cold calls is there is a substantial lack of information. They don’t make for a good start while at the same time, you just interrupted someone’s busy day. Obviously, you need to be a really smooth talker to keep them from hanging up and left with only a bad impression.
As a result, many forms of online communication have begun to rise because they’re not as disruptive. The most popular would be email and social media. Email grants communication to those who don’t have the time to really be active on networking sites while social media really helps companies who wish to directly engage their market and gain insights without being too direct. Furthermore, plenty of email marketers argue that their methods come at a lower cost than having to hire an entire team of call center agents.
On the other hand, this dependence on online discussions and exchanges comes with its own problems. The best-known flaw is that online conversations comprise purely of text and not everything you read might necessarily be true. Have you ever asked yourself, how much can you trust the words found on your prospect’s email response? Can you really learn everything about a prospect from data harvested from social media?
Don’t underestimate the dangers of deception on the internet. If you’re communicating with a prospect via email or social media, you have to find ways to really verify the things they’re saying. The best way to do that is to make that conversation more real.
Some might argue that the exchange is real enough but the sad reality is that it’s easier to determine the truth from hearing a live person’s voice compared to text. Simply put, it’s easier to lie with the written word than the spoken. You need to take that conversation to that level if you really want some progress in your janitorial leads generation. As far as costs are concerned, it’s true that email might be the only thing you can afford but that doesn’t mean you can’t use outsourced telemarketing. There’s not much of a difference since they’ll allow you to even listen in on recorded conversations with prospects.
There’s no question that starting the conversation with email or through social media can equip you with enough to get past gatekeepers and other obstacles. That’s where cold calls had failed after all. However, once you reach that point, you should already be trying to make the discussion more real, more believable. In fact, sometimes even a telemarketing firm might not be enough to really verify. Setting an appointment could be the final confirmation because you’ll be actually meeting the prospect in person. So as you can see, online conversations can only take you so far. Don’t just stop there and shift the discussion into more real forms of engagement!