Qualified leads and appointments

Consultative Calling as the starting point of Consultative Sales!

The basis of a successful lead generation/appointment setting campaign is the ability of the marketing specialist to recognise symptoms during a telephone call and respond to them. Symptoms are qualified and then linked to your USPs by the marketing specialist. Cantab generates appointments and leads through the use of Consultative Calling, which gives a manager the opportunity to realise that we are looking for a business fit instead of a quick lead/appointment.

Decision-makers in various countries respond differently to telemarketing. Culture and response patterns have an effect on the project information that can be mined during a telephone call.

In most countries – the major exceptions being the UK and the US – it is quite possible to qualify the lead/appointment as P+BANT during the very first call:

Pain/project: What problem are they looking to resolve?
Budget: Has a budget been allocated and, if so, how much?
Authority: What is the role of the contact person? Who is the project manager?
Needs: What requirements and preferences must the solution meet?
Timeframe: What phase are they currently in? When will they make a decision?

In the UK and the US, by contrast, it is often necessary to filter the target group first by means of an email with a request to download a white paper, for example. A call database is then compiled from the responses to this initial action, but even then, it is difficult to obtain comprehensive information, and multi-touch marketing and persistence are essential.

In all scenarios, Cantab can use the best combination of tools and communications to derive the maximum results from your lead generation or appointment setting campaign.