In appointment setting, one will occasionally contend with the bad rep that salespeople have self-inflicted on themselves. And as an example, look to the hostility that some healthcare professionals exhibit towards IT vendors. As always, it illustrates the wide communication gap between IT experts and the rest of the world.
What The Appointment Setting Process Can Teach
Prior to setting the appointment, you first have to qualify your medical leads. IT tools used in healthcare get their appeal by helping the spread of important patient information. In a profession that is constantly full of appointments themselves as well as the prospect of emergencies, quick information delivery can be God-sent.
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Well, at least that is what your salesperson would like to pitch. But when it comes to the actual meeting, how much of that message gets really expressed? Are your words really aligned with what your target professional expects from these computer tools?
If you are not so sure, then it only goes to show how much you can learn from the B2B appointment setting process. From getting in touch with prospects to engaging with them, each tool, step, or strategy is capable of demonstrating just the kind of language you actually need to communicate.
- Sparking interest – Have your salespeople look to how your lead generator sparks interest. For example, suppose they use telemarketing. During the very first call, are the telemarketers talking to your prospect the same way you would? As you listen to the conversation, who has been having more success in generating interest. Them or you? What about other methods like website marketing? Have you ever read the content to see if it really touches to the point of generating response from readers? Is it searchable using the keywords they are very likely to use? These same keywords could mean something in your salespeople’s own presentations.
- Understanding prospect’s needs – Engagement goes both ways, not one. In a client meeting, you are not supposed to be the only one talking. Look back to the appointment setting process and see how your agents also listen to the prospects. How do you expect to get the information you need if you do not listen? How well can they read between the lines? How seriously do they take the terms used by medical practitioners? Finally, how well do they fully understand a prospect’s needs?
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- Acknowledging limitations – While your marketers will not do this up front, there are signs that you and your salespeople can spot. More specifically, it is the point where they start ending the call and officially finalizing the appointment setting procedure. Once you hear that, your salespeople should know what a prospect has already heard and now to expand upon it. They do not want to be repetitive? They should be ready to enhance their own expertise and be a little more specialized.
The thing about communication is that it is a skill that needs expertise in of itself. Luckily, they do not have to take a class but rather, pay attention to the conversation that happens during sales lead generation and appointment setting.
