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How? There are typically five main buying roles, barriers or stages involved in the decision making process which you need to engage and win over to get the new business. In many instances more than one decision maker or influencer is involved between the first telemarketing sales call breakthrough and the final buying decision and sales transaction and typically the chain will consist of around 5 people. In some cases one person may embody all five of these peoples’ roles, but otherwise you may have to convince 2, 3 or maybe all 5 different people, that your service or product is so attractive that they should buy into it. During our telemarketing campaigns we find out who these decision makers and influencers are so that as many questions can be answered and potential barriers overcome as early on in the lead generation process as possible, thus making it easier for our customers to convert the leads further down the road. |
The question therefore is ‘Are you prepared to appeal to all of these mind-sets?’
Well, the five main mindsets/buying roles are as follows:
1. The Initiator – the person who carries out initial desk based research and initiates the buying process
2. The Influencer – the person inside the prospect/customer organization who works to convince his/her colleagues they need the service or product
3. The Decider – the person who makes the final decision on whether or not to make the purchase
4. The Buyer – the person who is going to make the payment (e.g. accountant)
5. The User – the person who ends up using your service or product, whether he had a say in the buying process or not and may or may not support its adoption and use long term
If you are thorough with your pre-sales lead generation telemarketing campaign research and early conversation questioning, like we are here at Sales Accelerant, you will have found out who these people are in advance (to pre-qualify potential leads)and will always prepare a presentation, pitch (series of key sales messages) and proposal designed to communicate to all five mind-sets and buying roles at once through well targeted information designed to engage them effectively (e.g. the accountant will want to know all about the numbers, the value, the quantified ROI etc).
You may be fortunate enough to be dealing with one person from start to finish, who takes on all five mind-sets and buying roles but if not, as in most instances, and you need to address a number of people to successfully navigate your way through the decision making maize, you will need to be ready to answer all of their questions and objections, as many in advance as possible to make lighter work in the closing stages. Rest assured there will almost always be some questions and objections, as it’s this stage that enables the decision maker to make clear he or she holds the power in the negotiation and will want his/her mind to be put at rest that their money is being well spent and goals will be achieved before relinquishing total control.
What are your experiences with overcoming obstacles like the above and addressing them as early as possible in the telemarketing campaign? Do comment below.
For access to more blogs, general sales lead generation tips and insights please visit www.salesaccelerant.co.uk (where you can also follow us, like us and/or connect with us) or call us on 0845 3058145
