Willpower. It carries a lot of weight in the business world. From describing an executive’s conviction to the dedication of an employee, they all draw from the concept invoked by this single power word.
And like it or not, B2B marketing and sales constantly have to grapple with the willpower of potential clients in order to survive every quarter. Don’t take it as something personal or ethical. It’s just the nature of the beast.
You could even say it’s a very noble purpose. If people didn’t have their willpower tested, how will you know if it’s strong? Can an executive truly call himself convicted if his decisions weren’t regularly tested by his gut?
Therefore, don’t be ashamed to be the one doing the testing. Regardless of circumstance, even your own marketers have a lot of things they can take away:
It makes you immune to pretense – Prodding around for a subtle, psychological trigger doesn’t necessarily mean you’re emotionally manipulative (or at least to that degree). Alternatively, it can mean you’re good at guessing what people really want versus what they’re saying. Some people wear their desires on their sleeve but not all. Those who don’t are just as manipulative, using lies and facades to tell you that they don’t need your product. These pretenses are a poor substitute for willpower. But more than that, it’s a lesson worth teaching anyone (even your potential clients).
It tests your prospect’s willingness to commit –You also have the other half of the sales-marketing dynamic: lead quality. Lead quality is directly correlated with a prospect’s actions in your sales funnel. Just simply clicking and signing up on a landing page doesn’t always mean a lead is good. A prospect needs to have the right amount of willpower to stick to their buying decision too. And if the psychological tugs are what’s driving their decision, they could risk turning into disillusioned customers that only deliver shor-term value.
It requires you to see through your own tricks – From social media to search engine, prospects today have more access to information and are more likely to guard themselves against any marketing ‘tricks.’ Some call it the invasion of the introverts. Others say it was bound to happen anyways. But in any case, you need to start seeing through your own tricks so you’ll know how you’re going to keep them in the pipeline.
Willpower is not necessarily synonymous with irrational determination. It’s actually a mix of both. When a prospect is firm about their need (or lack of it), they’re logically more inclined to justify it. And if you don’t know how to test their defenses, you’ll both have difficulty trying to convince then and determining if they’ll really be good customers.
One particular marketing pitch you’ll run into on occasion usually starts with claiming a “shocking truth” on a particular subject. Whether it’s dieting or tax management, it’s like good marketing’s become synonymous with exposing the ‘ugly truth’ about something. Are B2B appointment setters the same?
In business, few rules can truly stand the test of time. Ironically, one such rule is that you should always brace for change. This change can take you to unexpected places and sometimes cause you to uncomfortable decisions like changing the very core identity of your business.
When the time comes to change the party line, are your B2B marketers prepared?
Without a doubt, B2B marketing is a prime source of revenue. It’s become more than a way for companies to pitch products to potential customers. Whether it is a door-to-door sales or online advertising, it’s a medium of communication.
Yet in the recent years, there’s been a greater demand for unique (and unconventional) marketing campaigns that can attract even more elusive prospects. For example, sometimes the marketing department alone won’t be enough to execute a marketing strategy. Sometimes you bring in even the CEO himself both in terms of advertising as well as casting his life as an industry thought leader.
With all this talk of big data, bigger CRM, and cross-channel automation, you’d think that everyone in the world of B2B marketing and sales is going to look like they work on a S.H.I.E.L.D. helicarrier.
But in truth? In spite of all the tracking, sophisticated security, and big-time data crunching, sometimes it’s still better to go manual when you’re looking for sales leads.
Ever been in a situation where you had to make up the rules of something as you go along? You might’ve done it during a long road trip or when trying to past the time. However, the longer version of that actually happens during your lead generation campaign.
For example, say you’re using a mix of content and event marketing to drive prospects into your lead generation process. You present a new technology or practice that’s been shaping up the office world lately. (It could be a new HR system, EMR integration, or even just a new style of organizational structure.) However, you’re also well aware of some of the problems people run into when implementing it and thus make suggestions on how to avoid them.
With an age of information comes the race to capitalize it and at the same time, share the benefits of doing so. Yet unfortunately, that’s not usually the picture people have about it these days. Instead, everything from the most harmless lead generation campaigns up to your average government survey is viewed as suspect. “Privacy is dead” cry so many advocates.
Yet because out of fear of offending any such advocates (whether they’re in the telemarketing lists or among blog subscribers), many companies undermine their lead generation efforts.
One could say that being an intern could be the worst and lowest possible position you can get in a company. (If you can even call it job position. After all, interns are still technically in school.) And since it’s been some time since school started, what are the odds of running into interns during your telemarketing campaigns?