No matter what channel you use for generating sales leads, don't underestimate the influence of one particular element: Time. You'd be surprised at the many ways that Time can present itself as an obstacle. Then again, time always affects you in many forms when it comes to business. For marketing, the most common forms include:
- The Amount of Time – Obviously you have the amount of time. Whenever you're trying to establish contact and communicating with a prospect, you are using that time. That includes your time and theirs. Mismanaging the amount of time you spend (whether you're using email, telemarketing, social media or all of them at once), will cause you to fall behind and even irritate the prospects themselves.
- The Right Time – Another thing that annoys prospects is contacting them at the improper time. This could be calling them when they're no longer at work or emailing them with similar bad timing. Make sure that your contact center faithfully keeps track of the clock. If you're contacting different countries, you might even require them to synchronize several more according to their respective time zones.
- The Next Time – You shouldn't pressure prospects either. Setting that B2B appointment is critical but so is giving a prospect time to think about their decision. In B2B, such decisions could affect their entire organizations so it's only natural that there will be those who will ask you to at least give them several days. Also keep those days close in mind so that you won't forget to follow up!
- Being on Time – And speaking of forgetting, make sure that your leads also come with detailed information on the time, date, and venue for meeting with a prospect. This should call your salespeople and your marketers to really collaborate closely together. You don't want the efforts of the latter wasted on bad sales processes and vice versa.
- Not Calling Next Time Wastes Great Amounts of Time – A prospect might show some interest at first so you should be ready because they're already giving you another opportunity to qualify them. However, if you forget to follow-up, you'll waste all the time you had spent getting their interest. It's bad enough that the B2B sales process takes up quite a length. Make sure you don't add more to that length by making clumsy mistakes.
- The Next TimeShould Tell You The Right Time – Suppose you have difficulty determining the right time to call or email so you decide to take a risk. Whether it goes bad or well, always have the courtesy to ask if you're calling them at the right time or if your email finds them in the best mood for reading it. Their response will tell you what that time will be once and for all, be it affirmative or negative. It will also serve to guide future attempts to contact.