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More Personalities of Today's B2B Teleprospector

February 03, 2012 | By Jason Hekl

In a previous post, I argued that empowered buyers and new technology are forcing today’s B2B teleprospectors to take on new personalities to meet the growing demands of the role. I showcased three teleprospecting ‘personalities’.

In a previous post, I argued that empowered buyers and new technology are forcing today’s B2B teleprospectors to take on new personalities to meet the growing demands of the role. I showcased three teleprospecting ‘personalities’. The ‘First Responder’ is all about speed, recognizing the long understood advantage that comes with being first. The "[Social] Networker" still works the room, but in the digital realm. And the "Field Nurse" practices triage through inbound inquiry channels. Each represents a viable teleprospecting role, requiring very different skill sets. Today, we look at four more emerging teleprospecting personalities.

On their own, these new personalities seem like a logical evolution from traditional teleprospecting responsibilities, but when taken on in ad hoc fashion without the benefit of clear definition and supporting org structure, are they a harbinger of disorders to come? You be the judge.

  • The Chatter. Hard to believe, but quite a few people are reluctant to speak with a salesperson. On the other hand, I love speaking with teleprospectors! Some buyers find comfort in the relative anonymity of a click-to-chat session. More and more, companies are exposing a chat channel to prospective customers conducting research on their Web sites. Teleprospecting reps are answering those inquiries, leveraging both original and templated content to manage the conversations, often handling multiple threads at once.
  • The Plumber. Some tech-savvy teleprospectors generate new demand by identifying and stopping leads from “falling through the cracks.” The value they provide (besides leads) is to identify and diagnose the leakage from the demand waterfall so that his/her counterparts in field marketing can adjust the scoring and routing mechanisms to plug the leaks wherever they may occur. The more expert teleprospectors become at interpreting activity, identifying missed opportunities for followup and feeding that insight back to field marketing, the more productive the integrated demand creation machine will become.
  • The Lead Whisperer. This rep is expert at cultivating demand over time – a (pre-MQL) nurturing type who recognizes that each buyer has his or her own process to follow. The rep whispers encouragement as the buyer moves through the education phase and into the solution phase of the buyer’s journey. The rep understands that getting in early creates an opportunity to shape prospect thinking; when prospects are ready to move forward, they’ll turn first to the rep they already know.
  • The Recycler. There’s at least one in every crowd. That special kind of rep who refuses to throw away what was once a good lead. This rep loves when leads are disqualified or reassigned back to the queue because too much time has lapsed without any movement. He/she knows that what may be an undesirable lead now could be very attractive by tomorrow, given the right conditions. The rep then utilizes the sales and marketing tools at his disposal to monitor for those conditions and re-engage when the time is right.

What do you think? Are these personality traits an early indicator of teleprospecting role specialization, or an omen of problems to come? Will disorders develop when reps take on too many personalities at once? Join the conversation and leave your comments below.

Jason Hekl

Jason Hekl is Vice President and Group Director at SiriusDecisions. With an emphasis on developing and executing demand generation strategies to accelerate growth, Jason has sourced, developed and closed millions of dollars in new business throughout his 19-year career. Follow Jason on Twitter @the_hekler.

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