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Paul Petersen Got your attention? That’s the power of a good opening question.
Conventional wisdom says you have 30 seconds to get your point across – how you’ve helped others, your longevity, etc. Otherwise you’ll experience the death of a lead through interrogation: “How much are you looking to buy? When? Are YOU the decision maker?”
If you’re a lucky salesperson getting leads from your marketing team, then it’s important to nurture those leads to make the transition from general interest to engagement. Whether I get a phone call or am making a phone call out to a lead I’ve been given, I do the following:
First, I get my name and brand out there, and remind the prospect that I’m following up on their inquiry (obviously not for a phone in).
Second, listen – prospects will often jump right into what they care about and you have to listen, and listen carefully – not for an opportunity to take over, but to see if what they say helps you assess their need and qualify the lead.
If they are slow to start (or after they’ve spoken), I’ll ask “What prompted your interest?” This gets them talking about why they’re considering solutions like yours. “Was it a problem you’re addressing, a new initiative, etc.?” With one open question you get them talking
Marketing is often presented with a dizzying array of metrics, many of which Paul Petersen of Goldmine Softtware says are useless. In this SLMA Program, Paul, GM and Vice President of GoldMine discusses how some of the most common metrics may not be what you think and in fact may be marketing myths.
This program discusses:
- Seven Marketing ROI myths which Paul has found in talking with Goldmine users.
- Personal Success Story: The three things that Paul has practiced to help him achieve success.
I agree that management must identify some key objectives – focus on real issues... one of my current prospects is considering spending upwards of $100k a year – and from what we can tell it won’t help sales people get more leads (marketing) or be more efficient (right tools) – it is to streamline the process of discount approvals – so, they want to spend more money to make it easier to give away money? After I had a little rain on their parade, I don’t think I changed any hearts but I got the owner and cfo attention – they are now rethinking. Ultimately, we may not be the right solution, but they really need to think about what they are spending money on.
The one thing that is missed is “what will make sales people want to use it” – there is data entry –