As I noted in an earlier post, the “Share” feature of typical Social Media (like Google+) delivers useful benefits to marketers working on the complex sale. Present appropriate and engaging topics germane to your product or solution to attract the attention of “friends,” colleagues, contacts. The information you receive will deepen your qualification and understanding of the prospect. The fact is that the comments submitted by these individuals will provide rich information about roles, levels of authority and ongoing programs undertaken by specific prospects.
It is often difficult to engage important contacts at prospect businesses through teleprospecting alone, especially when the teleprospecting effort takes place through a direct, “cold call” effort. On the other hand, teleprospecting is an entirely suitable technique to use as a follow up to a posted comment from a contact on a “shared” topic relevant to the complex sale. In this case the person on the other end of the line will often be more receptive to the telephone call and willing to share information. The reasons for his/her receptivity are that the teleprospecting call is not obviously a sales call, and the offline nature of the interaction respects Discussion group etiquette (a carry over from the News Groups that preceeded today’s Social Media discussions) for sub discussions of topics.
These discussions can also serve as a rich “honey pot” for contacts and, therefore, an excellent means of growing address lists. Better use the resources that otherwise would pay for mass email campaigns to fund the cost of creative management of a Google+ or FaceBook (or even LinkedIn) membership. As your address book grows, the summary understanding about individual prospects (critically important to the success of your complex sale) can be expanded and enhanced through a uniform application of teleprospecting for all targeted contacts. The scripts for these telephone calls should be “survey-centric.” Your teleprospectors must keep in mind that they are on a fact finding mission and, by no means chasing a sale.
Be sure to add the collected information to your knowledge base for the prospect. As you review the information look out for indication of the maturity of the prospect business with regard to the objective of your complex sales campaign. Be wary of indicators of an immature understanding. Recognize that an indicator of an immature understanding is a reason to either stop the complex sales campaign, or, at a minimum, realign the campaign along more realistic lines. I have seen too many clients “wander in the desert” through meeting after meeting with promising contacts locked into immature organizations that lack the capacity to proceed as the result of an immature understanding of the rationale for a complex sale.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2011 All Rights Reserved