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8 Ways to setup Inbound Marketing Appointments

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Start to get close to your prospects

Inbound marketing is not all about just delivery traffic on your website to your personas, is also about how to engage with your persona.

One of the big problems that many companies have now, is that companies has start to build their online marketing well and has delivery awesome information through their sites, allowing user to feel secure and contact with your sales team, but here is where the problem comes, your marketing can be aware about how amazing is inbound marketing and their features.

But is your sales team aware of the power of inbound marketing? Are they approaching your persona in the right way? Inbound Marketing is not just development and contents, is also engage with your persona online and offline.

I hope this post can help you to understand how you should get you or your sales should approach your persona in a meeting.

1. Think Through Your Value Proposition

Begin by articulating an in-depth description of your products and services and what sets you apart from the competition. Resist the temptation to rely too heavily on product features and benefits. What do you bring to the table beyond delivery of your product or service? Do you have in-depth industry or category knowledge? Do you have research or case studies that can help a prospect make good choices? Are you very good at tailoring solutions to particular problems? Remember, in the old days the role of the sales organization was to communicate value. Today, the best sales organizations create value for their customer that goes well beyond product and price.

2.Determine Who Your Best Prospects are First

You need this model BEFORE you get started. In today’s world you can’t simply tune up a phone script and smile and dial. When we work with companies in our Appointment Lab, we help them identify their Ideal Customer Profile by analyzing their current customer base, expenditures, market segments, and other factors. We often help them screen and prioritize prospects through a Large-Scale Survey. You can do this too. In order to set high-value appointments you must first identify and approach prospects that are likely to be interested in you.

3.Clean Up Your Prospect Lists

Our experience has indicated that one of the biggest challenges sales organizations have in approaching high-value prospects is outdated or missing contact information. Often it takes significant detective work, combing through databases and placing live calls, just to identify the right buying influence within a prospect organization, and certainly to gather or correct contact information. But, unless someone does this work, you are essentially DOA.

4. Prepare and Then Prepare Again

You must have relevant market research, scripting that emphasizes your value proposition as a company, tailored Valid Business Reasons that will make the prospect want to see you now, and capability brochures that illustrate how you do business—not just your product line. Also Personal Marketing Resumes for the salesperson that will meet with the prospect can break the ice and establish credibility in advance. Success stories that illustrate how you have solved problems for clients, and even personal letters of introduction or cards, help a prospect feel more comfortable about granting an appointment. Abe Lincoln once said, “If I had an hour to chop down a cherry tree, I’d spend the first 45minutes sharpening my axe.”

5.Training

Setting appointments is toughand serious work. The peoplewho do this MUST be welltrained on how to articulate thevalue a prospect would receiveif they agree to invest an hour oftheir time. This work cannot be pushed offto inexperienced or poorlytrained people. In fact, high-value appointments have such a monetary value for thecompany you could argue your best, well-trained people shouldbe doing this.

6. Don’t Give Up

We mean that quite literally. It’s been our experience that it takes about seven interactions with a high-value prospect to get an appointment. Most people give up way before that. If you are going to get the prospect’s attention even with seven touches, you need to use a multi-media approach where each interaction is clearly tailored to that particular prospect. In our Appointment Lab, we utilize a Don’t Give Up approach that combines email, phone calls, research, and even old-fashioned snail mail to break through. Multi-media is an important part of success in appointment setting, but even more crucial is a tailored approach to each prospect.

7. You Need Quality Assurance & Reporting

You have to ensure quality practices in every call, email, and business letter and track your progress. You should also have a Sales Management System to keep track of where your prospects are within the seven steps of the Don’t Give Up process, and document any new decision makers that you discover along the way. After a while, you will get a feel for which approaches are working best for you and get better at tailoring your messages to each prospect.

8. Consider Adding Inbound Marketing For Lead Generation

We all know it’s easier to secure an appointment with someone who already sees you as a thought leader in your industry. A good Inbound Marketing Strategy can get your business found by potential clients; convert visitors into leads and you’ll have a rich flow of highly interested prospects.

Source : HubSpot

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