No matter your specific trade, any company that uses B2B appointment setters is all about complex solutions. You can try and word it in to something simpler for a particular target market to understand. That’s all on paper though. Executing things like remodeling your office or implementing a new management system for home-based employees are still complicated in practice.
It sounds bad at first. It feels like your company is doomed to forever lose in a world where even higher level managers are looking for a quick fix to everything.
The good news though is that a quick fix could be a layer to something more complex.
Look at Google’s rollout of Quick Answers. At first, creating content that’s worthy of the exposure sounds impossible. There’s no way you can fit an entire B2B solution (be it software, an outsourced process, a top-down audit etc) into something so small.
But that’s the thing: You don’t have to.
Imagine this in another way. Say you ask your friend a question to a really complicated answer. (For example, he/she might ask, “How can I earn more money?”) You still give an answer. It’s just that it doesn’t stop there.
- They might want further information – The first trick is to get an inquirer to keep asking. Something like the Quick Answers in Google hardly explain everything. Instead, they prompt users to click something for the next step.
- Avoid creating too many steps – Keep your steps as short and few as possible. And with each step, make sure your prospect feels like they’ve managed to accomplish something. You don’t want them getting the idea that they’re just going around in circles.
- Give the impression of managed time – Speaking of which, your prospect is measuring how much time they’re spending on finding a solution. Otherwise, they wouldn’t be so quick to gobble the quickest answers they find. Make sure each step indicates a reasonable amount of time to complete. For instance, if they’re trying to set an appointment, give them a time frame on when to expect a follow-up call.
Much like how complex solutions are really layers upon layers of short answers, the best one is the one you want at the top. Don’t worry about being too complex because your appointment setters can still use that one answer to draw prospects further in.