Often, the very first impression your company makes comes from a sales prospecting call. Your business development reps receive a list of potential B2B or medtech buyers, then reach out to see which prospects are interested in your product or service.
How well these calls go sets the tone for the rest of your business relationship. That’s why it’s vital to hire and train the right resources for top-of-the-funnel engagement.
A professional and engaging contact with your sales prospects helps strengthen your brand, create a lasting connection and most most importantly, convert more B2B companies into qualified leads.
Don’t overlook the human dimension in cold calling
Even for seasoned sales reps, making cold calls doesn’t always come naturally. That’s because sales prospecting calls need to accomplish a number of specific tasks.
A first call with a medtech or B2B prospect should achieve business objectives like these:
- Navigate to the correct decision-maker
- Introduce your company and product
- Gather information to determine the next step in the sales process
At the same time, there’s a very important human dimension to consider. Cold calls should also:
- Establish a genuine connection between seller and buyer
- Make the prospect feel comfortable and important
- Begin to build rapport and trust
Create a welcoming space for sales conversation
Achieving these objectives takes practice. There’s both an art and a science behind effective sales prospecting calls.
The “art” comes from the power of one-to-one, human conversations. Intangible characteristics like personality, charisma, warmth and humor all help transform a sales prospecting call into a safe and welcoming space for conversation.
The science of B2B and medtech cold calling applies proven techniques and measurable metrics. Training, technology, reporting and repeatable processes all help make outbound calling into a discipline that’s targeted and efficient.
Both ensure your business development team (or your outsourced lead generation partner) make a positive first impression.
Confident callers enjoy their jobs and generate more leads
Training plays a critical role in boosting your results with medtech and B2B sales prospecting calls. That’s because successful sales reps share a common trait: They believe in themselves. This confidence helps them weather the ups and downs of cold calling.
Effective sales prospecting callers are confident in themselves, their knowledge and their sales approach. They truly believe in the company and products they represent. When this occurs, their enthusiasm shines through during inside sales phone calls.
Untrained callers make a poor first impression
It’s easy to spot an untrained business development caller. They’re usually nervous. They often rush through their pitch. They stumble over questions. They become flustered easily. They neglect to pause, listen and make the sales call into a rapport-building conversation. These behaviors create red flags with your valuable B2B and medtech prospects—turnoffs that result in lost opportunities.
- They’re well-trained with all the information they need to generate leads for your product or service.
- They can answer questions easily and look forward to making the next dial.
- Most importantly, they make a great impression from the very first “hello” until the final “good bye” of the sales call.
Business development call guides, lunch-and-learn sessions with subject matter experts, role-play, mentoring and other techniques all help build and reinforce confidence for business development sales reps.
Nurture diversity and authentic communication in the sales team
What else contributes to making a great first impression on medtech and B2B sales calls? Placing value on authentic communication styles.
Typical “telemarketing” gets a bad rap for its monotonous, script-reading format that drains the life from sales conversations. No one wants to talk to robotic, high-pressure callers.
Instead, it’s essential to harness the diversity and personality in your business development team. After all, sales prospects are people, and real people want to communicate with individuals who express genuine empathy and interest.
Today’s inside sales teams come from all walks of life. They have vastly different backgrounds, personality types and communication styles. Tapping into each outbound caller’s authentic style creates a positive touchpoint with prospects and a lasting impression that in many cases will lead to a sale.
Start your sales relationship on the right note
As we all know, there’s only one chance to make a good first impression. There’s no substitute for trained, confident and authentic lead generation conversations at the top of your sales funnel.
When you need experienced resources for medtech and B2B lead generation, Volkart May can deliver. Our 30+ years of experience, proven processes and professional outbound callers can supplement your internal team or provide outsourced inside sales muscle to make a lasting impression with every call. Contact us to learn more.