In B2B marketing, it is important to have something to guide you through. In lead generation, you use marketing metrics in order to determine the most effective social channels. Moreover, you will need to observe certain trends in your industry to come up with better strategies and achieve increased revenue generation in the long run.
But different approaches are needed in B2B appointment setting. Call scripts serve as the main guides that your telemarketing teams use in scheduling contacts with business prospects.
However, many marketers and salespeople have become skeptical in the effectiveness of call scripts in terms of better conversion rates. This can be due to the demand for more human interactions on the part of business prospects. B2B prospects do not expect to hear a robot on the other line talking about IT solutions as though it has been programmed to.
So, now call scripts are demonized because they lack the intimacy required for fostering human relationships. But the issue here is presenting your sales pitches in a way that is friendly and free-flowing, regardless of whether or not you have a call script in hand.
In many cases, you may want to use call scripts for your B2B appointment setting. But remember to add a touch of humanity to them by following these tips.
Know how to go around objections. When a prospect says, “Sorry, I’m not interested,” it could mean two things: either he is really not interested or he is expecting you to give better information about your products. You might need to take your chances on the latter. Your call script should include a flow chart that takes into account the usual telemarketing objections and possible answers that can keep the conversation going.
Don’t ask for the appointment. In B2B appointment setting, patience is the key. Hence, it is a good idea to reserve the appointment for later. Your call scripts should begin by asking certain questions: “Do you have any issues with improving your sales performance?” or “Do you have problems in your operations and management activities?” You can narrow down your engagement from there, and if interested enough, your prospect might want to engage you further.
Finally, add a sense of credibility. Why should a prospect agree to an appointment? You will need to give compelling reasons that would compel them to learn more about you in the next contact. You can do this by introducing your company as a credible source for industry-related solutions. For example: “We are an IT solutions firm that has catered companies seeking to improve their sales performance. Is your business experiencing any challenges with that recently?”