JV/M, Inc.

August 31, 2005

The Problem

Stimulating new sales in today's highly competitive business-to-business (B2B) market is a singular challenge. For companies that want to generate qualified sales leads and increase their sales, there are very few, truly cost-effective options available. Advertising, direct mail and PR all suffer from clutter, high cost, low response rates, and no accountability. Add, for e-marketing and spam, a high resistance factor; while broadcast faxing is simply illegal. Trade shows are notable by their lack of attendance, not to mention an absence of good venues. Networking is time-consuming, and isn't scalable; and most people you meet would rather sell than buy. Distributors want a huge cut, rarely commit to your goals, and usually want to keep account control. However, typical consumer telemarketing methods are entirely inappropriate because you can't play the "numbers game" in the B2B market. And many perfectly good sales techniques that work in the field simply don't work when prospecting on the telephone.

The Solution

But professional B2B telemarketing works, using The Most Powerful Weapon In Your Marketing Arsenal – your telephone. And it's faster and less expensive, and can produce more and better quality sales leads, appointments and new opportunities, resulting in greater sales, than any other approach.

The Purpose of "The Most Powerful Weapon in Your Marketing Arsenal"

This book is all about how to generate qualified sales leads using the telephone – B2B telemarketing; and how to do it well, professionally, successfully and, above all, painlessly. It is based on time-tested techniques that have proven their effectiveness in producing tens of thousands of qualified leads and appointments – techniques that can consistently and reliably result in profitable new sales for you and your company.

Who Should Read This Book?

Effective lead generation is important for anyone in sales or marketing, or in the executive suite. As such, there are three principal audiences for this book:

• If you are a salesperson who generates their own appointments, or a professional B2B telemarketer who generates leads for other salespeople, this book will provide you with a set of specific skills and tactics that will enable you to generate as many qualified leads and appointments as you need, of better quality, in less time and with less effort than any other technique available.


• If you are a sales executive for whom someone else generates leads (such as a professional B2B telemarketer,) this book will enable you to better guide and support their efforts, and make better use of the leads they give you, resulting in more and better sales, with shorter sell-cycles and higher close rates.


• And if you are a Sales or Marketing Manager or Senior Executive who is responsible for revenue production, and who needs a steady flow of good sales leads to meet your sales objectives, this book will give you specific strategic guidance that can help you design more effective campaigns, and manage and support them – and your salespeople – more effectively, leading to more revenue, better performance, higher market share, and greater customer satisfaction and ROI.

How to Read "B2B Telemarketing: The Most Powerful Weapon in Your Marketing Arsenal"

With so many types of readers in mind, the book (at 280 pages,) may seem a little imposing. But while not every section is going to be applicable in the day-to-day job of every reader, it is important to remember that whether you're on the phones, on the road, or on the board, you're part of a team – a team that needs each member to know what's expected of them, how to do it well, and what to expect from others. So while you're certainly free to skim over some parts of the book, our experience suggests that if you know how the pieces of an effective program work and fit together, i.e. if you understand the context as well as the content, you will ultimately be more effective, both individually and as a member of the team.

The Central Message of "B2B Telemarketing: The Most Powerful Weapon in Your Marketing Arsenal"

Getting in the door is what generating new sales is all about, but it's hard to do if you don't know what you're doing. But when you learn that what you say in the first fifteen seconds on the phone will determine whether you get to talk for the next three minutes; and that what you say in the next three minutes will determine whether you get the appointment, and a chance to sell; you'll be on your way to success. This book is all about that first fifteen seconds, and that next three minutes.

And how to use The Most Powerful Weapon in Your Marketing Arsenal.

Good selling,
Jeff