How to Leverage Immediacy of the Telephone in B2B Selling
When Cahners Publishing presented this research report on, “Evaluating the Cost of Sales Calls,” in 2001, the cost of one in-person sales visit had increased to $329. In today’s complex B2B sales environment, when multiple sales visits are generally required to persuade many prospect buying influencers and specifiers, the cost of closing sales has doubled or tripled in many segments.
With the increasing pressure to control costs and to close B2B sales in a timely manner, a well thought out integral use of the telephone has become an essential component of staying focused on your customer-centric business branding and having a successful sales group.
Here are seven steps to help you implement a program for your sales group;
Step #1 Orientation
Step #2 Observation
Step #3 Objectives
Step #4 Database
Step #5 Target (with CRM)
Step #6 Strategy
Step #7 Customized Script Guide with Test Program
Similar to the benefits of instant communication with social media through smart phones and texting, the immediacy of a personal telephone conversation emphasizes the richness and vibrancy of the message.
Customizing this program to the specific sales and marketing structure of your company becomes essential to maintain a robust pipeline flowing. More details in future articles on applications where the telephone can be used to increase sales, speaking and listening training techniques, and the development of a customized Strategic Marketing Plan.