Arrow IT Appointment Setting Helps You Sell Intelligently
Even the most gung-ho sales people are likely to put cold calling at the bottom of their to-do list. And who can blame them? Trying to get senior executives to take a call is a huge challenge. In fact, experts say it now takes up to 130 attempts just to land one appointment. That’s up from about 90 calls in previous years and a full day’s worth of phone time for even experienced sales people.
The good news for IBM Business Partners is there’s a more efficient – and effective – option for getting a foot in the door. Arrow’s IT Appointment Setting program lets partners outsource their cold calls to an Arrow ECS resource that specializes in securing high-value appointments for software and technology organizations.
Not “Old School” Telemarketing
IT Appointment Setting is available as a campaign through Arrow’s Mpower Smartcart online marketing program. It provides the resources midmarket partners need to secure initial meetings.
The inside sales specialists who place the calls aren’t typical telemarketers, either. Most have worked with the kind of people they are trying to reach, which means they know how to talk about sophisticated technologies and create a business case in 30 seconds or less.
“It’s ideal for partners who have solutions in multiple areas,” said Robert Spee, Arrow ECS director of marketing, Midmarket and IBM Groups. “It gives a seasoned sales representative the opportunity to build a relationship with a top-level executive who is in a position to evaluate offers and, ultimately, close deals.”
A Manageable Numbers of Qualified Leads
Campaigns are designed to deliver as many qualified leads as a partner can accommodate within a specified 10-week period.
Most partners request up to eight qualified leads, but this number can be higher or lower depending on the industry sector being targeted. One appointment a week is generally considered a good goal for IT Appointment Setting.
Performance Based
The program adheres to a defined set of performance measurements to ensure an excellent partner experience. As part of the process of defining a campaign, partners specify the type of companies they want to target, the level of employee they are trying to reach, and the category of solution they want to present.
“It gives partners an efficient way to reach well-qualified prospects,” Spee said.
Prospects are screened to ensure they are willing to give a partner at least 45 minutes, but past experience suggests that these meetings can go longer if handled by a seasoned sales representative.
The performance of each campaign is carefully evaluated. Partners receive an email survey within 24 hours of the appointment. If an appointment doesn’t meet predetermined billable criteria, they don’t pay.
Easy to Set Up
Setting up a campaign takes just a few minutes using the partner SmartCart, Spee said. “The process is very automated. Plus, it’s approved for Partner Rewards, which means reimbursements are simple to claim.”
To make the most of each appointment, partners are advised to send a seasoned sales representative to engage the prospect and begin the relationship-building process. Careful planning and a good first impression can pay big dividends.
Historical tracking indicates that 55 percent of IT Appointment Setting introductions turn into sales. This result is 35 percent above the industry average and a strong indicator of the quality of the leads provided to participants.
“What many people don’t realize is that companies are still buying,” Spee said. “So this is not the time to be gun-shy. Prospects need you more than ever. There’s a lot of pain in different verticals, and decision makers are looking for solutions that will help them manage costs and streamline operations.”
To learn more about IT Appointment Setting, go to your MPower SmartCart and select the Marketing Services Catalog.
Not an MPower Partner? Go to www.arrowmpower.com
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