There are genuine prospects and there are fake ones, and one needs to differentiate between the two to ensure that time and resources are not wasted on the latter.
For many, B2B appointment setting is nothing more than a marketing process. Something that just needs to be done to get to the next level.A means to an end, so to speak.However, the fact of the matter is that it’s much more than that. One may even think of it as the stepping stone to achieving targets and taking business to the next level. However, it can also be used quite well to differentiate people who are genuinely interested in the brand offering and those who are just wandering about.
If one were to take reference of the role of B2B appointment setting, it would be that of a storyteller who is giving people the message about a priceless artifact, or a place they have never seen before, one that has nature’s bounty and unlimited gold! Not getting too carried away, one is either seen as the Ark of the Covenant or the Spear of Longinus.
Confused? Let’s elaborate a bit on this, shall we now! The Ark of the Covenant is a little box which is seen rather frequently in adventure movies and told about in stories. But if the prospect is seeing the organization like this after the conversation with a B2B appointment setting executive, there is substantial reason to believe that one is in touch with a show-off, i.e., someone who is not interested in the product or service at all. It’s really simple, isn’t it? Why would one want to own a box that does something unforeseen just for touching it! Something like this is definitely better off in the display case. And even though the efforts of the appointment setting person might be honest, there are times when one may get prospects that are interested in the brand for all the wrong reasons. One might be tempted to consider indulging the prospect in the faint hope that it might turn out worthwhile, but the sooner one lets go of a pursuit that won’t get anything, the better.
Alternately, if the prospect sees the company as the spear of Longinus (which is essentially used by the villains, but only for the purpose it’s meant to be used, and that’s what’s important), then that’s a much better lead to pursue, since the person knows how effective the brand offering is, and can make the best use of it. this also means that they will promote the product or service among their peers, multiplying the benefits of B2B appointment setting with word of mouth marketing.
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