Article Lead Gen Telemarketing
More and more businesses are choosing to outsource B2B appointment setting to specialist firms. This allows their own in-house sales team to concentrate on closing more deals, generating more revenue and boosting profits.
At Bollin Green, we have more than 20 years’ experience in B2B lead generation and specialise in appointment setting. We base our campaigns on thorough research, delving deep into markets and scoping out the needs of our clients’ potential customers.
But what is it about appointment setting that’s helping businesses to increase their close rate? Here, we’ll take a closer look at some of the key reasons why so many companies are choosing to outsource their appointment setting campaigns to specialist third-party agencies.
Close rate is, quite simply, the percentage of leads that result in conversions and sales. It is used by sales and marketing teams to calculate how effective their campaigns are; a low close rate indicates that there’s either a problem with your content or you’re approaching the wrong leads.
You can calculate your close rate by dividing the number of conversions by the number of leads, and then multiplying this figure by 100 to give you a percentage. As a general rule, qualified leads are more likely to result in conversions than unqualified leads.
Outsourcing B2B appointment setting enables companies to secure more high-quality leads. This is because third-party telemarketing agencies have teams which specialise both in scoping out potential customers – conducting thorough background research – and then in approaching them directly.
Specialist telemarketers will reach out to qualified leads, working out who the key decision-makers are and then approaching them to discuss what your business has to offer. In particular, they will seek to work out the lead’s key pain points before explaining how your products or services can address them.
This detailed research and preliminary enquiries make it much simpler to work out which leads are likely to result in conversions and which ones aren’t. This therefore helps to boost close rate while ensuring that clients get more return on their investment.
Following on from the previous point, by laser-targeting qualified leads based on thorough research both of markets and individual enterprises, it also helps you hone your pitch. This is because you have a clearer idea of what potential clients are looking for, and their major pain points.
Third-party appointment setting specialists like Bollin Green will hold preliminary discussions with potential customers so that they can ascertain more information about the challenges they face. They will then look to explain how your products or services can address these.
What they will then do is attempt to arrange a meeting – either in person or remotely – which you can then use to pitch your offering directly to the potential client. Because you already have a good idea of what the prospect’s needs are, this allows you to tailor your pitch accordingly.
Trust is the bedrock of successful, long-lasting business relationships. Arranging appointments with prospective clients presents you with a valuable opportunity to get off on the right foot with them, and to build good personal relations with key decision makers.
Arranging an appointment with a prospect is a good way to get to know them personally, and forge personal acquaintances. This can be a highly effective way of securing conversions, by demonstrating to the prospect that they’re dealing with sincere, likeable and knowledgeable people.
Meetings are therefore important in conveying professional expertise as well as personal amiability. This can enable your business to get more deals over the line and ensure that they lead to mutually beneficial, long-term relationships with clients.
No-shows are among the biggest frustrations facing organisations as they attempt to secure new business. When a potential client fails to turn up to a meeting that’s been arranged, it costs you time and money better spent on other things – as well as causing real personal aggravation.
However, qualifying leads through detailed research and preliminary discussions around prospects’ needs and pain points can help to significantly lower no-show rates. Appointment setting specialists like Bollin Green speak directly with the most relevant people – those in charge of making key purchasing decisions – so that they’re only booking appointments with real decision makers.
They will also take the opportunity to outline how your products and services can help the prospect, piquing their interest and making it much more likely that they’ll show up for any meeting that’s subsequently arranged. They’ll also follow up with reminders before the meeting, so that the client doesn’t simply forget about it (which is surprisingly easy to do).
At Bollin Green, we help businesses increase conversions by providing them with a consistent flow of high-quality leads – so they have a steady supply of market-ready opportunities. Contact us today to find more about what we can do for your business.
