Business Development Representatives working the phones during a B2B cold calling campaign are doing more than just trying to set appointments between prospects and sales reps.
They’re also trying to introduce two strangers for what ideally will become a mutually beneficial partnership.
In that sense, they’re as much matchmakers as they are salespeople; it’s almost as if they’re arranging a blind date.
And you would never try to set up two people on a blind date without first attempting to discern at least some level of compatibility.
For a B2B appointment-setting campaign, that means ensuring the prospect understands the pluses of taking the relationship to the next level, and ensuring the sales rep knows enough about the prospect to be able to sufficiently impress them.
It’s not always easy; there’s a temptation to feel like the job is done as soon as the appointment is set (especially for lead generation companies that use a pay-for-performance model and charge clients by the appointment, as opposed to companies like VSA that use an hourly rate).
But qualifying appointments by making sure there’s a good match between prospect and sales rep can go a long way toward reducing the number of no-shows and increasing the productivity of the meeting.
Here are five ways BDRs can sharpen their matchmaking skills:
1. Communicate with the sales rep beforehand
It’s almost impossible to convince a prospect of the value of risking a “blind date” with a sales rep without the BDR first understanding the value themselves. That doesn’t mean they have to be experts on the offering, but it does mean they should have a thorough understanding of the pain points the product or service solves, and the ways it can help make the prospect’s life easier.
That’s why it’s important for BDRs to hear directly from the sales team they’re setting appointments for and have a chance to ask questions before—and throughout—the calling campaign. VSA provides this opportunity for its BDRs via a detailed onboarding process and regular weekly meetings between the Program Manager and the client. Whether the BDRs ask the questions to the client directly or indirectly via the Program Manager, VSA’s calling teams always have access to the information they need to be sure they’re conveying the value of the conversation with confidence and clarity.
2. Ask the prospect questions
Many blind dates end disastrously because the person introducing the pair didn’t take the time to learn if they were potentially a good match. Sure, there’s no way to predict that for certain, but asking the right questions can significantly increase the odds of a meaningful connection.
This is especially true during an appointment-setting campaign. You don’t want to bombard the prospect with a ton of questions, but you want to ask enough to ensure that a meeting with the sales rep won’t be a waste of either’s time. (Granted, not all prospects will be willing to answer, but the ones who don’t probably aren’t all that interested anyway.) Sometimes, the question can be as simple as confirming that they’re the right person for the sales rep to speak with; other times, you might need to delve a little deeper to determine if their pain points are relevant. Regardless, the more questions you ask, the more information you can pass onto to the sales rep, and the better prepared they’ll be for the meeting.
3. Describe what will happen during the meeting
It happens every day during a cold calling campaign: a busy decision-maker hastily agrees to a meeting, perhaps looking to quickly end the call, then doesn’t give it a second thought after hanging up the phone. Maybe there was genuine curiosity, but other tasks and responsibilities soon consume their attention, and the meeting is forgotten before it ever ends up on their calendar.
There is no way to avoid this scenario entirely, but briefly describing the details of the meeting—how long it will last, the topics that will be discussed, who they’ll be talking to—can go a long way toward strengthening a prospect’s commitment to attending. If a prospect knows exactly what they’ll learn during the conversation, they’ll likely be more inclined to show up.
4. Play up the sales rep’s qualifications
We mentioned letting the prospect know who’ll they’ll be talking to. But more than that, let them know the direct benefits of talking to that person. Most prospects are probably wondering, “Why should I want to meet this person?”, and the BDR needs to provide a compelling reason.
Play up their qualifications, their experience, their ability to help the prospect solve a problem. Or maybe just play up their personality. “Even if we don’t end up working together, I promise you’ll enjoy speaking with John or Jane. They’re great to talk to, and they’ve been working closely with companies like yours for 15 years.”
5. Take notes
You’ve booked the appointment, and you’re ready to celebrate. But before you do, ask yourself one question: How prepared have you left the sales rep for the meeting? You certainly don’t want them to waste time gathering the same information you’ve already accumulated during the initial cold call, not when they might only have 15 minutes to work with. And you want them to know enough about the prospect to personalize their pitch in whatever ways possible.
Taking detailed notes about what was discussed during the call and passing this information on to the sales reps can ensure they’re already a step ahead during their initial meeting with the prospect. VSA’s BDRs are adept at taking these notes without slowing down their calling, and our clients always appreciate having this information in front of them. As one longtime VSA client described it, “With the detailed notes they provide, it almost feels like I set the meeting myself.”
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Blind dates are never a sure thing, but the right preparation can make a big difference in determining whether two people hit it off. That’s also true in the world of B2B sales. So many successful partnerships are built on solid relationships, and that starts with making sure the initial meeting between prospect and sales rep goes well.
If you’re looking to establish new relationships with potential customers, consider letting VSA play matchmaker for you. We’re always excited to help companies connect with new business opportunities.