Business:Management & Marketing
Twitter's Flash & Burn and Outbound Calling Success on the Rise
Susan Finch and Jim Obermayer were joined by Trish Bertuzzi, President & Chief Strategist of The Bridge Group, Inc.
The first half of the show covers using Twitter for social selling. If you want to target buyers who are using Twitter and they post occasionally, do they really or is it mainly automated propaganda about companies?Before you attempt to become a thought leader on Twitter and invest the time you need to know:
"I have a ball with those 142 characters!"
Most of the blogs I read are because of some mention on Twitter. For me, it's a great news feed. Great place to find and share in other venues. We both find that more people engage thoroughly from LinkedIn and G+ where they read more, watch videos, make comments. Twitter was the opener for those conversations
Outbound prospecting has improved dramatically - up by 35% Prospects are picking up the phones again. It isn't all about inbound, although inbound IS THE BOMB! Referrals - absolutely the way to go. But if you are like most companies, you'll get 40-60% from inbound. Unless 40-60% of quota is good enough, you need to get on the outbound prospecting path.
You have to have direct dial numbers to be effective. People are actually hiring staff to populate the database before it gets to the caller: name, title, direct number and email. Truly raising the positive results.
Two technologies Trish Bertuzzi is in love with:
Jim asked her why it's working better, "I think we're getting better at understanding cadence and telling a story.
It takes 7-8 touches to get someone to respond. Those touches have to be in a fairly short period of time. Success comes from using a variety of mediums: video, email, voicemail. Cadence counts and you need to figure out what your cadence should be.
We've also gotten better at telling story via our touches. These are chapters in your story that you are trying to tell your potential buyer."
There seem to be two basic camps. Jim talked about increased success for one particular company using this approach: Send email, then call 20 minutes later - success rate went up, call back rate went up.
Trish disagrees with this method - not a fan of the double tap. Best for desk-bound targets. Not a great platitude. We could have two companies using the doubletap: great branding and recognition - works better; lesser known companies, doesn't work as well.
Jim asked about the misinterpreted and repeated stats from SiriusDecisions: "59% have already made up their minds..." Trish let SeriusDecisions off the hook. This was misquoted and twisted. "It's like the game telephone, the more accurate quote is that '59% start their research online'."
Listen to the show to hear the full story.About Trish Bertuzzi:
By a combination of hard work and timing, Trish and team's research & ideas have been featured on Inc.com, by associations like SLMA & AA-ISP and across more than 68 sites in the sales and marketing blogosphere.
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