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As part of its regular coverage of telecom and IT channels, Channel Partners covers the transformation of channel business models. This blog includes entries from its ongoing coverage, including case studies of partners in transformation.

Transformation Blog: Systemizing Sales Efforts

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Kieren McCobbBy Kieren McCobb

Keeping revenue coming in the door is Job One. Growth and even survival only happen if the doors stay open. What we are doing differently as part of our transformation is adding more science/methodology to our efforts.

First we identify a list of suspect accounts and through qualifying questions and research, trim that to a list of prospects. That’s the account contact information as well as that of the targeted individual in the account. There may be two to three individuals in a given account.

The next action is a personalized letter addressed to them and referring the executive to the landing page of a website. The site will be set up to be informational; no one would buy anything at this stage, but it will prompt a lead to be generated. We’re going to be tweaking that particular site anyway, and establishing the information capture procedure we think is most helpful with the least frustration or abandonment as possible. The ideal situation is that this step prompts an incoming phone call to us. This would indicate the highest and most immediate level of interest, or perhaps desperation. (A fair amount of our consulting engagements have, at least partially, involved problem resolution and/or crisis management).

We’ll then call the non-responders and reference the letter; we expect a considerable amount of instances where the party we’re speaking with has no knowledge of the letter. We now send it again but have gained some information in the interim, such as the right contacts, what’s in use today and opinions about that, etc.

We’re going to start with a small number of attempts and test at each step of the way. That’s the most logical way as well as what we were taught in business school. We’re close to our first formal efforts with this new initiative and we’ll advise on the results as well as any tweaking to the methods as realized.

Kieren McCobb has been in telecommunications for 29 years. For the last 15 years he has run TeleConfusion Removal Inc., Milltown, N.J., a consulting firm that offers advisory services to end-user clients as well as being a master agent. Along with complete telecom services, TeleConfusion Removal specializes in call centers and the hospital/health care verticals.

John J. Gallagher is founder and CEO of Common Sense Technologies LLC , suburban Philadelphia, Pa., a business solution provider focused on expense management of commodity type products like telecommunications, energy and hosted data services. Gallaher has more than 21 years experience building independent agencies. Previously, he was the principal at Gallagher & Associates, a data services agency, from 2001 to 2005. Prior to that he was a data consultant on WAN solutions for Digital Access. He began his career in the channel in 1989 with Execom, a Verizon Authorized Distributor.

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