Insight on Cold Calling in the Vending Industry: Interviews from the front lines

Written By: Elizabeth Clark, Sales & Admin intern 

MarketReach Inc. specializes in B2B appointment setting and lead generation, as well as list development services. We develop prospect records for the majority of our customers, which involves identifying decision makers and validating contact information in a specific region. The marketing department offers alternative services such as LinkedIn awareness campaigns, email newsletters, marketing collateral and more. During my internship, I was curious to learn more about the mechanics. I interviewed Campaign Managers Chris and Roy who oversee every phase of the process at MarketReach, and they have provided insight into 4 specific questions around coffee, vending and micro–market lead generation. They have collectively been at the company for 20 years and oversee the lead generation team in every step of the Introductory call journey.   

Interesting Geographical Distinctions 

The results of our process vary from state to state. Differences in geography lend itself to “getting to the point faster” in the NY tri-state area, vs. “take it a little slower” in more rural areas where life just isn’t so hectic. NYC and Long Island have often proven to be a bit more difficult–to–acquire entryway to a meeting compared to even nearby Maryland.  You can’t beat “Minnesota-nice” of the Midwest– where the sales appointments flow more freely.  

There are even geographical distinctions in the behavior of receptionists. In highly urbanized environments (NYC, Chicago, Los Angeles, Miami, Dallas), receptionists typically expect the transaction to be short and want to transfer the call right away, while giving as little information away as possible. In the south, gatekeepers have been more likely to screen the call heavily, are friendly, and are more giving with company information.  

Here in our home state of New Jersey, call strategies need to be as sharp and regularly refined. New Jersey is a competitive and challenging area for outbound calling efforts.  With all that said, the initial sales meeting has to take place no matter the challenges that exist, in order to get to the closing table! 

List Development 

MarketReach also offers list development services. Clients can pay a separate small fee for a prospect list with defined demographics. Our clients hire us and want sales appointment leads. It is our duty to make the research requirement for the campaign as quick and efficient as possible. It should be noted – most purchased lists are mediocre in their original form. The first one or two dials into each prospect record, coupled with minimal internet research to confirm and validate on-site staff size, decision-maker’s name and position. Other criteria around their breakroom situation ensures that once we actually reach a decision-maker that is a defined target, the sales effort is truly underway.   

Speed and accuracy are both important in prospect list development. What’s more – as the data is becomes more and more accurate due to properly configured outreach, companies can than consider enhancing their total marketing spend on a multi-channel approach. Imagine taking this prospect list that now has names and emails and connecting them to your LinkedIn account and producing content that furthers brand awareness and may even create a demand generation model (inbound!) Or, how about a monthly email newsletter that shares relevant content with HR and the Facilities departments – buyers of breakroom services! 

According to Roy, “higher call numbers of substance hour-for-hour usually means more leads, plain and simple”. Chris added that “the best sales come from records that have been qualified as true sales suspects, requiring accurate information to be found on those initial calls. Here, we research prospects before calling and match the on-site staff size parameters so that the calls do not churn and burn, but are profitable.” The MarketReach team spends time understanding these parameters well before the first call is even made.   

Obstacles with Calls  

Indubitable, every salesperson – starting with the lead generation process and through conversion – faces rejection. Even when a decision maker is reached on the phone, they may be reluctant to schedule an appointment. Many prefer an email, instead of hearing a spiel. On the other hand, many companies may be willing to hear about vending, but will not commit to an appointment time. Our team is prepared to handle these objections by acknowledging the prospects concern and providing reassurance that we may be able to improve the current break room situation – and at the very least, they’ll make a comparison and in 20 minutes or less know if their current solution is the best there is – or not.  

In our prospecting calls soliciting for micro-market opportunities – theft often comes up as a concern from the prospects. It is usually easier to set appointments for clients that do not fine their customers for theft.  In our experience, the most difficult objection is when a prospect has already tried out micro-markets and did not enjoy the experience. In this case, this sale is close to impossible, at least until the prospect hears something that overcomes their initial troubles with the concept to begin with. Appointments get scheduled on the coffee, vending or micro-market front when a lead generator can effectively communicate that we will improve product selection, improve technology, and provide a higher level of service. Of course, “improve the price” often comes up, but we try not to set appointments solely on that premise, as that is not going to lend itself to closing or keeping that sale for the long-term. 

Closing the Appointment  

Lead generators at MarketReach are often able to interest decision–makers in the latest and greatest in new equipment or developing a micro-market. After talking to lead generators, many prospects realize their current vending product selection is not varied enough or healthy. According to Chris, this is the perfect time to ask, “Do you ever see anyone enjoying the snacks from your machines?” or “Will it make your employees happier if they have healthier choices or choices that fit their lifestyle?”  

In a case when a target is not willing to book an appointment, but seems to have a reason to meet based on a desired improvement or pain-point, it is wise to book a tentative appointment further into the future (no more than 3 – 4 weeks out). MarketReach also offers an email service to book the appointment. When you can close for the appointment, you are building your sales pipeline and can then expect success in converting to sales!