The Most Powerful Weapon in Your Marketing Arsenal

Table of Contents

1. Introduction: What You Do, and Why You Do It
   1. Nothing Happens 'Til Somebody Sells Something
   2. But Nobody Can Sell Anything Until They Get In The Door
   3. Many Companies Turn To Marketing, Recruiting or Unbundling
   4. What Is Lead Generation?
   5. The Lead Generator
   6. Getting Good Appointments Is What It's All About
   7. Everything You Need To Know About The Economics of B2B Telemarketing
   8. Leads versus Appointments
   9. Get the Appointment, Not the Sale
2. So How Do You Do The Job?
1. Strive For Conscious Competence
2. The Lead Generation Process
3. Understanding The Structure of the Prospecting Call
3. Types of Lead Generation Campaigns
   1. Cold-Calling Campaigns
   2. Pre-Qualification Campaigns
   3. Executive Appointment Setting Campaigns
   4. Nurture Campaigns
   5. Telesales Campaigns
4. Values
   1. Always Be Ethical
   2. Do What You Say You're Going To Do
   3. The Most Important Thing
5. Telemarketing Techniques
   1. The Initial Benefit Statement
   2. The Rest of the Opening
   3. The Body of the Call
   4. Closing
   5. Summary
6. Pre-Call Planning
   1. The Telemarketing Plan
   2. The Appendix and Attachments
   3. Preparing Your Scripts
   4. Starting The Calling
   5. Converting to An Ongoing Effort
   6. Conclusion
7. Typical Situations
   1. Prospecting for IT Companies
   2. Prospecting to IT Executives
   3. Prospecting for Commercial Products and Services
   4. Prospecting for Industrial Commodities
   5. Prospecting for a Health Insurance Broker
   6. Prospecting for Consulting Services
   7. Prospecting to Banks
   8. Prospecting for Professional Services
   9. Any More?
8. Time Management
   1. Dials-per-hour
   2. Dials-per-contact
   3. Appointment Rate
   4. The "Three Minutes" Issue
   5. Some Will, Some Won't, So What
   6. Summary
9. Putting It All Together
   1. A Sample Call
   2. Analysis
   3. An Additional Tool
   4. Objections Handling
   5. Persistence
   6. Summary
10. What To Do If…
    1. If You Can't Get The Decision Maker on The Phone
       1. If You Can't Get The Company on the Phone
       2. If You Can't Get Past The Receptionist
       3. If The Receptionist Immediately Puts You into The Decision-Maker's Voice Mail
       4. If The Receptionist Just Wants To Take a Message
       5. If You Can't Get Past Voice-Mail
       6. If You Can't Get Past Telephone Tag
       7. If You Can't Get Out Of "Voice Mail Hell"
       8. If You Can't Get To The Decision Maker
       9. If You Can't Get Past The Gatekeeper
       10. If You Get Sent Down
    2. If You Can't Get His Attention And Interest
       1. If You Can't Get His Attention
       2. If You Can't Establish Rapport
       3. If You Can't Establish Initial Interest
       4. If The Prospect Doesn't Talk/If You Don't Get Any Information From Him
       5. If Your Leads Aren't Qualified
       6. If You Can't Find A Need or Application
       7. If The Prospect "No-Shows"
       8. If The Prospect Puts You Off (i.e. delays meeting)
       9. If The Prospect Refuses to Grant An Appointment
       10. If The Prospect Asks You to Send Information
    3. If You Can't Gain Commitment
       1. If The Prospect Refuses To Pin Down A Date For The Appointment
       2. If The Prospect is Too Interested
       3. If All Else Fails…
    4. Summary
11. Attitudes and Accents
    1. Attitudes
    2. Accents
12. Summary: The Most Powerful Weapon In Your Marketing Arsenal
13. Epilog

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