Magnus Marketing Blog

Some Sales Intelligence firms are offering Target Prospecting, which in my opinion sounds a lot like surveying. I want to reiterate to the visitors of my blog that one must be very careful in engaging firms to do any type of prospecting work on your behalf.

Image is everything. The right person on the phone can make an account. Having the wrong representative calling into a key account can destroy any hope of a relationship and if something gets blown, it may be blown for a long time. This happened in my former company - the boss engaged a firm that was largely a research organization who would call into difficult pharmaceutical/life science accounts. A person unskilled in prospecting hit one firm and either hammered them or said something so badly that the company prohibited any further contact from the client. Ethics also plays a part - some firms use the old "MBA student ploy" to get into accounts - which is illegal.

One thing I learned in the past also is that biz dev people respect and perform well working for people who have been there, done it. How else can someone grow or learn unless they have a coach in the field? Research and surveying and prospecting are different skill sets, one is data gathering - the other is data gathering to sell and selling is a specific talent. Same issue with outsourced firms, most companies avoid "telemarketing offshore BPOs" or should - because someone in India is not going to be able to discuss weather, traffic, pain issues within various U.S. geographic regions. Companies are really taking a risk engaging a firm, saves money in the short run, but may hurt reputation or relationship in the long-run.

Having the right, skilled person on the phone can make all the difference. Remember, this person is representing YOUR company and people will judge your firm by the pleasant voice on the other end. Be careful who you choose to represent you and don't buy into the b.s.!