It goes without saying that buyers are important to any business and without them, it wouldn’t survive. But how can companies know what potential buyers want without the benefit of a crystal ball? This is one of the conundrums entrepreneurs, marketers and their lead generation companies have pondered over since time began. Asking buyers what they want is certainly one way. And of course, lead generation companies will always ask questions that are designed to capture need. However, people don’t always know what they need, sometimes you just have to work it out.
The Sony Walkman
Years ago, Sony did just that, they asked consumers if they want music on the go and apparently, they didn’t! According to writers at IEEE, “Back in the ’70s, there were plenty of cassette tape decks, but the prevailing trend was to make them bigger, not smaller. Bragging rights went to whoever could pump out the most sound. In fact, the Walkman came about because one guy wanted to listen to opera on airplanes without annoying his fellow passengers. This one guy, Masaru Ibuka, happened to have cofounded Sony, so his whims got a lot more attention than most people’s”. In fact, Sony sold over 40 million of them and the Sony Walkman went on to become one of the biggest selling consumer products of its time.
Continually working to improve customer experience is a great way to understand and meet buyer needs. One thing that’s crucial, is good communication. Email is a good way to keep brands in the minds of buyers, but not for understanding their needs at that time or moving forward. Regular communication helps because over time the picture of the organisation becomes clearer as do their needs and preferences. By doing so, organisations can grow market share and ensure loyalty.
Lead generation companies encourage clients to keep up a regular drip feed of calls, to engage buyers about what’s important to them now and what they’re likely to need next month, next year, and so on. Not only does this tell buyers that a company cares, it shows them they have a keen eye on understanding and supporting their future needs, rather than just selling to them.
While we might think intuition has no place in marketing, taking an intuitive approach with client contact can pay dividends. By asking ‘How do you’ and ‘How will you’ type questions, lead generation companies are often good at mining insight that helps them anticipate particular customer needs. By painting a picture of a buyer’s habits in this way lead generation companies can gather intelligence, and opt-in permissions to respond with timely, sensitive, and relevant marketing. It also helps build a relationship with clients that’s strong enough to withstand competition.
Another way lead generation companies can stimulate or identify needs is to ask open questions that yield information about particular challenges or opportunities. Then having listened carefully to the answers, they can use stories and case studies about other clients to illustrate how the decision makers could potentially approach something.
To learn more about intelligent telemarketing, contact a member of the Blue Donkey team today.