When trying to connect with a target market, you have to share the values of your audience. But while you read about that in just about every appointment setting blog, not many really explore the associative implications of all this sharing.
This is important because associative thinking can have a subtle yet powerful effect on how diverse your audience is going to be. Some organizations share particular ideals like transparency, dedication, and security. Yet other times, some B2B customers can hold to one but have negative associations for the others. For example:
Say customer insight is a big deal for a particular company. They want to gather as much data about their customers as possible in order to deliver better offers. Unfortunately, you have another company who sees this and associates it with shady surveillance practices that violet consumer privacy.
Care to guess who you’ll likely to lose?
But you know, just because one company shares an ideal with a less than ethical organization doesn’t mean they’re both one and the same. For example, SalesPredict CEO Kira Radinsky clearly stated that the reason why privacy isn’t an issue for them is because of who their clients are.
A knee-jerk reaction to a particular value can be expected among less agreeable segments of your target market but you shouldn’t just stand by and watch them protest. Instead, consider the following course of action:
- Lay out a spectrum – Some ideals can be a spectrum and they all can be taken to unhealthy, if not unrecognizable extremes. Usually, on organization experiences the negative extreme and may not have really experienced the benefits of more moderate approaches to an ideal.
- Start from their experience – Remember, the best appointment setting process is a customer-centric one. What did they experience to the point that they’ve come to associate a particular initiative with something that’s just downright awful?
- Give examples – Show them real examples of how an ideal or an initiative would have positive benefits. Give authentic case studies and try to give them more details if a customer believes it can alleviate their objections.
- Understand culture differences – Of course, examples are ineffective if it just looks like they’re from a different planet than that of your prospect organization. At this point, you have to see if there’s really been a case where an idea and a particular culture have been a good match.
If you think this should all be the work of a sales rep, you should realize that at least half of it is actually the appointment setter’s job. You don’t want the reps disqualifying the same old type of lead and not tell you what they’ve learned about values that are incompatible with a particular buyer persona. Show discernment when picking out what values to share because they’re not a miracle cure unless you can match it to the right ailment.