Anouk van Deurse
You have decided to actively look for new customers within a target group that you have not approached before. This could be a different industry, companies in a different region or a campaign for a whole new proposition. One of the ways you want to use to generate quality leads is telephone acquisition. But who exactly are you going to call? How do you determine this? And what choices do you make to make your B2B lead generation as effective as possible? We would like to tell you more about the choices we make.
Decision Making Unit in telephone acquisition
Before calling, you should look for a Decision Making Unit (DMU). Who makes the decision about the process you can improve? Often this is someone at the C-level or in upper management. Before you start making calls, it is very important to identify what the function of your ideal contact is.
Finding it difficult to figure out who your DMU is? Map the company structure and contact history with some good current customers. Of these companies note:
- Who do you have the most contact with within these companies?;
- Who gave the decision breakthrough to engage with you?;
- Who signed your agreement?;
- Who is going to be most affected by your solution or service?
Often the answers to some of these questions will match. That is then your DMU. Who the right person is can also depend on other things. For example, do you have only large companies in your prospect list it can be difficult to get in at C-level if you've never had contact before. Perhaps it would be more convenient to give an online demo of your solution to someone in middle management in advance, so they can generate further enthusiasm internally. Think about this carefully before you start approaching your market.
Contact known?
You have now mapped out the DMU and you know what position the person you want to speak to holds. Then comes the next step: who is this person? It is advisable to first check on the Internet what the name of your DMU is. That is a little warmer coming in at the reception, which makes it more likely that you will be connected. You can check the prospect's website, LinkedIn page or just Google to see if you can find who you need.
Can't find anything within a few minutes? Then it's more convenient to just call and ask at the front desk for the person in charge of ‘subject X. This way you avoid spending too much time searching for info that you may not even be able to find.
Unreachable
To build a relationship with the DMU, it is nicer to have personal contact. Telephone contact is our preference. However, if you have failed to get in touch by phone several times, it is also an option to send an e-mail. Do not forget to ask at the reception for a direct mail address. Of course, you can also ask for direct phone numbers, which is even more efficient. This will save you time down the road, this ensures an efficient acquisition process.