You have heard the line before, “Let the results speak for themselves.” At best, it allows you to build on past success for more successful appointment setting. At worst however, it’s used an excuse to deny one’s business of any much-needed marketing activity.
Present Your Results Via Lead Generation
Now if you’ve heard of the first saying, perhaps you may have heard of this other one: “If a tree falls in a forest and no one is around to hear it, does it make a sound?” The same goes for your results. You may have them but what good are they when they’re not broadcast via marketing? Do you want to keep your success a secret from potential clients who can give you more?
What you use to actually deliver the message hardly matters. Your results can have more exposure even with just the tiniest bit of a marketing effort. For example, a telemarketing agent can spark a higher amount of interest from a prospect if they cite your past experiences. Doesn’t that sound a lot better than just flinging in with only a pitch? It’s the same with your content (both online and offline). On the flip side, having so many results can also overwhelm a prospect so you need to be strategic when it comes to referring them.
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Think of your marketing strategies as different types of firearms. You need those different set of arms to hit different kinds of targets. However, all firearms require ammunition. This type of ammo can represent the kind of results you have available to back up your experience and claims to success. In the case of ERP software, for instance, the measures of success vary when it comes to different applications and features. You need to tailor your ERP appointment setting strategy in a way that presents only the most relevant results via the type of marketing they’re most comfortable with.
Start with the following steps:
- Step 1: Prospect’s industry and business size – The most relevant results are your past successes with others who are in the same industry as your prospect as well as businesses who share the same size (both in terms of employees and budget). It is only fitting that you organize your results according to those categories so you will know which one to use for targeting.
- Step 2: Decision maker’s preferred form of communication – Some decision makers spend more time on one marketing channel compared to the rest. That’s why multi-channel marketing comes at an advantage. If firing with the first technique didn’t work, you might hit home with another (e.g. giving a call after sending an email). And once you do, don’t forget to cite only the most relevant.
- Step 3: Keep jargon to a minimum: Some decision makers can’t understand even the most commonly used business terms. Learn to read between the lines and measure a prospect’s own understanding of what your results are trying to prove. Even if you believe that these could be relevant, wording it in layman’s terms could probably drive the point home harder than fancy abbreviations and technical terms.
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There’s no denying that results and past successes are extremely powerful when it comes to impressing your market. It shows you’ve gone a long way and you value quality over hype. Still, even that attitude can be taken to extremes and work against your company’s best interests. If you truly want to let your results speak, use an ERP lead generation strategy to give them a voice!