The RAW Truth About Data

by Sarah Rawlings

Data Parameters: One Does Not Simply Walk Into Getting Data

Hello my Dear Decision Makers!

Welcome to my Data Blog, The RAW Truth About Data, please feel free to make yourself at home.  My name is Sarah Rawlings and I’m the Operations and Systems Manager for the Lead Generation Company.

As for why I’m writing this… I’d like to share some helpful tips and honest advice about Data.  Given that this is a broad field, I’ll be taking this topic one small byte at a time.  Today I thought I should start where many marketing teams, salesmen and women, and anyone looking to answer a question does: with PARAMETERS.

Let’s define:

pa·ram·e·ter/pəˈramitər/

In this instance, parameters are defined as a measurement to form a set of data, which is exactly what everyone needs to do before asking someone like myself to go get data for their company.

From my experience, I find that this step is one of the most important in the entire process of creating a reliable and successful data list.  Sometimes a sales person is tempted to set broad parameters for data as they believe that casting a wide net is the best way to get the leads or answers they are looking for.  This is NOT true, we’ve been in business for quite some time now, and statistically we have the greatest success with campaigns that have very focused data desires.

Generally, data parameters for our company are as such:

• Decision Maker Title: The target job title for the campaign
  • Groupings available: CEO, IT, HR, FIN, MAR
  • Company Size: The size of a business based on people employed
    • Sole-Traders – 1 Employee
    • Micro Businesses – 1-5 Employees
    • Small Businesses – 5-20 Employees
    • Medium Businesses – 20-200 Employees
    • Large Businesses –200+ Employees

• Industry: This is ideally to be sourced by ANZICs (Australian, New Zealand Industry Codes)
• Geographical Location
  • Ideally this is to be listed by Postcode
  • We can also search by radius. For example: 30KM of 3000

Whilst all of these parameters are important, to create a well defined list, the most important parameters are the title and the industry.  Obviously geographical location is extremely important, as well as size, but those parameters are more fluid and can grow and change with your company.  However, depending on your product, the DMs and the industry you’re targeting remain static.

Titles are key because knowing your target’s title makes getting through gatekeepers much easier.  For example, if you call and ask for someone who is no longer working for the company, it’s extremely important to know where to ask to be transferred next.  It’s also important because knowing the position of your DM means that you appreciate how their company works and shows understanding as well as competence the first time you communicate with them.  Finally, and most importantly, knowing the specific title of your target makes it so that you can speak to them about their field and how your product can make their job easier.  If you are planning on contacting Rio Tinto about putting radio signal equipment into their vehicles for tracking, then you need to be able to know who the DM is right away as no one else will be effected by this or be able to make a decision about whether or not they are interested/can purchase.

The industry parameter is probably the most important, and as we all know that knowing your target trade is the only way you can sell a product, I won’t go into why.  However, one thing that the Lead Generation Company strongly suggests: if you are going to use a company like us, and want to target multiple industries, it’s best to target one or two for a month and then target a different set of one or two for the second month.  This way, we can tell you where your product is best received and enable both your company and ours to better focus your campaign to receive the greatest return on investment possible.  Sometimes this can be a frustrating process because in the first month, you could do very poorly in one industry.  You’ll be tempted to discontinue moving forward with your campaign and thus lose opportunities you could have generated using a different industry focus.

DON’T DO IT!  EXPLORE YOUR DATA PARAMETERS!

Continue with your campaign, tweak your data parameters and make sure you find out what the real issues are.  Sometimes it’s merely the time of year, sometimes it’s that the target industry isn’t as receptive as you had originally hoped, or any number of variables.  One of the most important services a company like ours provides is that we can tell you where your products were received poorly, meaning that your company will know for the future not to waste any more time or money with a lackadaisical industry.

Data Parameters can be much more complex than this as well; something to keep in mind is that no matter how much you want certain kinds of data, if your parameters are too narrow, you may be out of luck in finding what you want.  It is extremely difficult to procure data if the parameters are “companies that are in the midst of an internal IT upgrade” or “no companies that have internal training.”  So, while this would be exactly what you want, you may have to settle, or even run a campaign that can find out if a company/industry is within your parameters.

Well, I think that about covers parameters for today.  Next time on The RAW Truth About Data, we’ll talk about procuring data.

If you have any questions about this article, please email me at srawlings@lgco.com.au.

Tonality

by Lisiate Tonga

A communication theory exists stating that 55% is body language, 38% tonality and 7% words.  World-renowned master sales strategist, Linda Clemons is one of the early pioneers on non-verbal communication including tonality.  She says, “It’s not what you say or how you say it, it’s what they hear.”  She also says, “Your tonality is very critical in giving emphasis to what you have to say.”  In the B2B environment a lot of phone work happens, and it’s important to understand that you’re ability to communicate effectively can reduce significantly in the absence of body language.  In which case, the questions should be, “How do I master the use of my tonality and words?”   And, “How can I communicate more effectively?”

New businesses looking to project their products and services on the market in a meaningful way that can generate revenue and widen their scope have no doubt come to a point where someone has to pick up a phone and call.  That dreaded stage where you have to somehow share this “idea” that you had with the world.  The moment where all that hard work, long hours and sleepless nights are about to be let loose!  And then……….Hello…..hello?  Dial tone after dial tone, “no“ after “not interested,” after “ I have no time.”  From “I’ll think about it,” to “we already have one,” to “sorry we can’t put you through unless you have an appointment.”   All the while your tone suffers, your attitude takes a beating and you question your confidence.

That’s when we receive a call.  That’s why our company exists.  We do a lot of the legwork on behalf of our clients.  We make call after call after call.  We take the heat out of the kitchen.  We teach our Account Managers, to control their tonality.  According to this communication theory, it is the second largest part of how we communicate next to body language.   Therefore we encourage our team to have an acute focus on tone.  How often can the same words be strung together but mean many different things depending on your tone?  And, in how many languages is it absolutely crucial?  How easy is it for you to tell how someone feels without them saying a word about it but by listening to their tone?  How often have you “heard” someone smiling over the phone?  Conversely, have you been able to hear a fake smile through gritted teeth?  Our team also knows how to read tones.  Any good sales person should be able to tell you that it’s equally important to listen to what’s not being said.

In the B2B industry people are guarded, time poor and have too much to do.  The last thing on their mind is having to listen to yet another spiel about something they don’t know they may need but don’t have time to listen to.  I can tell you, however, that if he or she “likes” the sound of your voice, they’ll be more willing to lend you an ear.  If you couple a “controlled” tone with a good pace, (you can call it “enthusiasm”), you can hold interest as well as create urgency.  At the end of the spiel, if they “feel” like you’ve got their best interest at heart and they have a need for your services, they will be in the best position to take advantage of whatever opportunities are presented.  And at the end of a closed deal or appointment, you will have mostly your tone to thank for it.  Words do play a big part, obviously.  You have to be able to articulate your client’s services and products to the needs and concerns of the prospect.  However, if you have the wrong tone, it doesn’t matter how many words you can put together or how smart you are.

There are other key factors that play into this and have a direct affect on your tone such as mental attitude and emotional state but we’ll save that for another time.  What’s important to know is that your tonality is a huge part of your selling technique and that it is also controlled by other factors that need to be checked before you begin any sales campaign.