Online leads, especially those purchased from a high quality source, are an important resource, and need to be treated as such if you are to fully realize their inherent value.
Avoid the mistake of too many B2B sales people—that of handling the initial call as if the prospect has already decided to buy from you.
Buyers of business services are different from retail consumers, true. Business buyers do not generally waste their time browsing on a whim for call center services, for example. When business people begin researching a purchase, it is usually because there is a real need and they recognize the value these services will provide to their business.
On your initial call to a lead, however, it’s best to dismiss any preconceived notion that they will immediately set up an appointment with you. Even a well-qualified B2B lead is not a purchase order, and you can expect to encounter some resistance to being “sold.” Yes, the prospect has already demonstrated interest, but you still have some work to do in order to earn their time and attention.
First, scrutinize your attitude toward your prospect as it will come across in the way you speak to that person. Of course you definitely want to avoid referring to the person you’re speaking to as a “lead” or “prospect” during your conversation. Never say, for example, “I received your lead” or “I understand you’re in the market for…” Also, avoid using certain classic sales tactics that are now widely recognized and resented by buyers, such as assailing the person with a series of questions to which the only logical answer would be “yes.”
A much better approach begins with an attitude of helpfulness. You can disarm a potential buyer’s defenses by asking him or her to tell you why they began researching. Even if you already have some details about the lead, such open-ended questions demonstrate your interest in their needs, and their answers can provide you with additional valuable information. Once you have learned more about the prospect’s needs—and possible objections—you can begin to educate him or her about your solution.
If you don’t succeed in making an appointment on the initial call, do not despair. This is still a viable lead. Offer to send the person some information and say that you will be in touch to make sure they received it. This shows respect for their time and leaves the way open for further nurturing.
You have now established some familiarity and trust as a professional who will listen and provide helpful information. The next time you call, your prospect may be more open to setting an appointment, confident that you aren’t simply trying to “sell” them—and that the buying decision still rests in their hands.
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