Thursday, May 31, 2012
The Value Of Information And Why It Improves Appointment Setting
But first, just how exactly does information help in business? What makes it so sought after? What are the advantages?
The truth though is the value of information reaches back all the way to ancient times. The merchants of the past needed it to find new sources of materials for their wares. In addition to that, news and daily gossip helped them identify good buyers and draw the interest of new ones. During times of war, rulers would invest in spies and reconnaissance as much as they would in heavy arms and infantry. Number of enemy soldiers, strategic locations, and distance of travel all still fell under the category of information.
Today, the same value remains and only the form has changed. Businesses in particular are still eager to find potential buyers and in the case of any B2B organization, knowledge of even one possible client is already one worth gaining. As a result, all such businesses invest in B2B lead generation (and it's why this particular time period has them making use of any means to acquire it). The information acquired in that process can really assist you when you've set an appointment and make plans to meet the prospect.
There's also another basic fact about information that defines this century's technology: communication. It is the channel through which information flows. Places like the internet and social media have revolutionized the way information is obtained.
With such large amounts of information however, a big question arises: How much is too much?
The truth is not all information is useful for everyone. For B2B businesses, the information you need might exceed any single method of communication (including online-based ones). As an example, look to some of the lead generation companies out there. You'll notice a trend where they'll start going beyond their initially preferred methods of communication and start integrating other methods.
Why does this happen? Going back, B2B companies do everything they can to learn as much about their prospects. Things like budget, needs, company size are just the starting points. You all still need to figure out how they're related, how they're related to your own industry, and how you can offer a solution (whether its a marketing solution via advertising or an ERP software solution). All of this is for the purpose of using that knowledge to convince a prospect and close the deal.
The decision makers and other personnel who can provide this information can't be just easily reached through one method anymore. Discussing their problems would require several. Just when you think outsourced telemarketing means you're just using telemarketers, those same telemarketers could also be using email and social media just reach your prospects. That is just one sign that it's no longer just the method that matters but the information you obtain with it.