Every once and a while we as marketing and sales professionals need to step back and listen to what we are communicating to prospects. Recently, Jill Konrath featured a post called Trash Talk & Delete Buttons – A Candid Letter from Your Prospective Customer in her Selling to Big Companies Blog blog. The post serves as a great reminder of the mindset of a B2B prospect and the messaging they will find most relevant.
When designing a successful lead generation or lead nurturing program, the message being delivered to prospects is a key component of the telemarketing. It sounds obvious, but it can be overlooked. It is easy to fall into the trap of massaging text heavy blurbs from a marketing or sales presentation directly into a call opening or value statement. Using this