. . . but you aren’t nearly as good as you can be!
Business development, cold calling, prospecting, lead qualification — call it what you want, but it is a difficult job and a critical job. In a B2B environment, success or failure is measured with revenue. Generally speaking, revenue cannot happen until someone has a substantial (meaningful) qualifying conversation with a prospect.
So, why do so many companies leave so much of this process to chance?
Regardless whether they hire entry level (lower cost) people and train them on the product or hire more “experienced” reps and let them do their thing; the common cause of failure comes in not getting enough of those critical first meaningful conversations.
When Business Development reps don’t over achieve, it is often because they “think” they know how to get appointments, but in reality, they don’t. They “think” they know how to navigate accounts, leave voicemails, perform proper follow-up, etc. In reality, they don’t.
Just look at yourself, your peers and your team. If you aren’t getting enough first appointments, you need to examine all of your processes. Whether it’s the research you are doing, the conversations you are having, the follow-up frequencies and intervals, the emails you are sending, etc., you have to ask yourself these three questions:
- Am I doing this the right way?
- Am I sure?
- How do I know I am sure?
The good news is we can all get better. Don’t leave getting first appointments to chance. The first step to fixing a problem is to admit you have that problem.
By carefully placing specific messages to multiple players in an account, communicating those messages through multiple vehicles (emails, voice messages, etc.) and repeating those messages in an optimal frequency and interval; you will take advantage of that account’s inherent Social DNA to effectively promote your message — and most importantly, give them an opportunity (on their own time) to click on a link, review a case study and or visit your website. In other words, allow the account to qualify themselves.