BY MICHAEL MCCLELLAN - www.plexusmarketing.com

You have your main message selected, product features/benefits and questions/objections pages written.  You’ve purchased a thoroughly researched list of suspects you hope to move to the prospect stage.  So, what’s left to do but get on the phone and talk to people?

If that’s as far as you’ve gone, the demand generation project you’ve sunk so much time and money into may not create the results you had hoped.  A consultive call guide can be your best ally when trying to engage a busy executive or decision maker. 

But, writing a consultive call guide is not for amateurs.  With only a few seconds to create interest, you quickly want your suspect to become part of the conversation.  That means you have to ask open ended questions that pull your contact’s focus away from all the other stuff on their desk and get their full attention.

But, when you finally hear the voice of the contact you’ve been trying to reach for days on the other end of the line, it’s tempting to try to use those first couple of minutes to present your offering and its key features and benefits.  This approach, however, is likely to elicit a “no, we’re not interested” response from the contact person that you’ve waited so long to reach. 

Instead, be prepared make a short, credibility-building introduction of your company, then be ready to ask questions and consult – which gives you the opportunity to listen as well as talk. 

Making this simple change will save valuable time and expense, because you will find out more by asking the right questions and listening to your contact – and earn the opportunity to engage in a longer discussion. 

So, before you start your next demand generation project, consider enlisting the help of a professional call guide writer to help you develop a highly-effective script or call guide.  
 

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