Long before I started my business Yadier Molina Jersey , I realized that I wasn't good at telephone sales and that I would need to generate leads in another way. I developed a sure-fire way to generate those leads, interest in me, and my business, through the use of telephone market research.
There are many benefits of doing market research including the ability to learn more about my target market's behaviours and opinions Willie McGee Jersey , honing messages and presentations based on real, first hand responses, as well as, to test out new messages or theories prior to wide release.
As a website developer and consultant Bob Gibson Jersey , my large market is businesses and my main target group is small business owners. In order to contact these owners I would need access to their contact information.
For my target market, I found a regional business development directory to be very complete including names, addresses, phone numbers and website information. Some of the information was a little out of date but it was going to be far better than just cold calling to reach "The Owner or Manager" and get successfully past the front desk person etc. For other Business-to-Business companies I might suggest the local Chamber of Commerce or Business Association. Contact lists may be purchased or leased from outside sources Stan Musial Jersey , however, that is beyond the scope of this article.
For a client of mine, who is in the property care and landscaping industry, I was able to suggest hitting the phone book in the areas he wanted to generate business in and call every twentieth or thirtieth name in the book. The only criteria his respondent had to meet Ozzie Smith Jersey , was that they are a homeowner or property owner. In his case, my client is located in a small town and most respondents would be homeowners. If he were in a major city I would recommend that he be calling property management companies and target areas of the city with a high concentration of houses. Most cities still have their phone books broken down by community or borough.
Developing the Survey
The first step in this process was to develop the survey. To do that you first need to determine the subject of the survey. This should also relate directly to the message you wish to communicate to the lead. For my company I wanted to find out one of two things, if the respondent had a website what were the circumstances, experiences and opinions of having it or if the respondent didn't have a website the circumstances and reasons for not.
Tuning in the Respondent
As you can see St. Louis Cardinals Jersey , these questions relate to only one specific service - websites. This allows the respondent to easily understand what subject area you are talking about so that when you switch to providing your message they are already thinking about that subject. In my case, the respondent could easily tell that I was asking questions about websites, they probably figure that my business has something to do with websites.
Keep Questions Open Ended
The survey questions should be as open ended as possible. This is not scientific, as it cannot be quantified in small sample sizes Felix Hernandez Jersey , but it is the best way to avoid leading the respondent to a perceived answer. They may feel that you are looking for a particular response. This can happen when you use a scaled response survey such as ratings of 1 to 5 or 1 to 7. In my own personal experience this type of survey is best left to academics. In most cases you are looking for opinions and experiences of an individual. Ask questions like, "Could you explain how you felt about the experience when you last purchased a car?"
Keep Things Brief
There should be no more than 10 to 15 questions on the survey. The fewer questions and the more open ended the better the dialogue with the respondent and the more valuable the information.
The Wrap Up
At the end of the survey when I ask if they are interested in more information about my company and services they already have an idea of what to expect and are more likely to be open to hear and receive my message because there is no surprise and I was not beating them over the head with message. I merely made them think about their website or lack thereof.
Script = Professionalism
Once you have developed your survey you should write a script. I know - I can hear your sighs now - you don't want to sound like a robot or just another telemarketer but the use of a script will ensure that you sound like a professional. The danger with a script is that it might not be conversational or may not consider the person on the other end of the phone. To avoid sounding robotic and like you are reading a script you should read it aloud to yourself. If you are unsure about how it sounds try it out on someone in your home or office. The worst thing you can do is to call up someone and start in with, "Uuuhhmmm, could I speak to - uuuhhmmm�"
Your script should include a brief introduction. In my case my introduction went like this Jay Bruce Jersey , "Hello, Mr. Adams. My name is Jay Gilmore. The reason I am calling is that I am doing some market research for my business services company in your area and I wanted to get some feedback from fellow business owners, like yourself."
"I am not going to try to sell you anything Edwin Encarnacion Jersey , and I just want to ask a few questions to help in planning my business."
This has worked every single time to break through the, "I'm not going to listen to a sales pitch" instinct that so many business owners and consumers have developed over the years.
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