The process of B2B lead generation is more challenging than ever. Particularly in the technology arena. The volume and ready availability of quality information through digital channels has made it far easier for buyers to gather information independently. Compounding that, sellers have less access and fewer opportunities to influence customer decisions. This is why it is critical that, once you’ve managed to grab their attention, you have a flawless effort by your sales professionals to nurture that lead – from the first call conversation, on to a proposal, and on to purchase.
Sales professionals have a very small window to personally affect the sales process. Mutual understanding and meaningful live conversations are critical to success, and they need to be used intelligently.
What You May Be Doing Wrong
B2B lead generation is all about knowing and attracting the right customers so that you can better serve them. You might be failing in this process by making the wrong assumptions about buyers, especially right before they want to commit to a purchase.
Make sure your sales reps aren’t opening the conversation with one of the following statements:
- I see that you’re interested in buying (our product, service, or solution)!
- It looks like you’re not happy with your current (vendor/solution) and want to replace it.
- So, I understand that your existing vendor isn’t doing a good job.
These statements do not give the buyer an opportunity for a good back-and-forth or rapport with the sales rep. This can kill a sales lead where it stands, so make sure that the dialogue is handled elegantly, with more substance and fewer assumptions.
Two key things to remember: don’t make assumptions and don’t present. Don’t make your questions so they come across as orders. The important thing to remember is that leads don’t buy, people do.
What You Can Do to Make Things Right
Train your sales reps to use rapport-building exchanges when speaking with a buyer. Ask “opening” questions or topics that spark a conversation and nurture a more fluid and natural dialogue.
Here are a few examples:
- So, how did you get into (their business or industry)?
- How long have you been trying to solve (their issues)?
- What have you tried doing to fix these issues?
- What kind of impact does this have on your day-to-day operations?
- How do you measure that?
These questions help relationship building, while also narrowing down exactly why the prospect came to you in the first place. Too many sales calls feel so focused on the selling part and not the human interaction. Lead generation tools are a great resource, but closing the deal often requires the rapport and relationship of two people interacting.
Set Up B2B Sales-Qualified Appointments
By avoiding assumptions and asking questions that open up a conversation, you’ll be able to keep your best sales leads fresh and close the sales gap more easily. Ready to set up sales-qualified appointments to grow your B2B company? Kazzcade’s sales enablement platform generates, distributes, and tracks revenue-generating conversations, empowering your sales reps to succeed.
Contact us today to start maximizing your revenue pipeline!