Events, webinars, appointments … it seems like every IT reseller is singularly focused on filling his calendar. Face-to-face meetings show progress, and if you’re getting someone to commit to that sort of intensive time, it must mean that the sales cycle is moving forward, right?

The problem, however, is one familiar to everyone in our business. Meetings are canceled. Or, they don’t result in much. Another meeting – or two or three – is required, and they don’t bring you any closer to a sale. You’re left with a full calendar that isn’t turning into sales. It’s frustrating, especially because, according to the conventional wisdom, you’re doing everything right.

Well, it’s time for a change.

Your goal isn’t to get a meeting set up – or to get a prospect to attend your event. Instead, you want to (a) close a sale and (b) establish a long-term relationship that will be valuable to you for the foreseeable future. Meetings are a stop en route to this goal, along with other forms of interaction, such as direct mail, telemarketing and online engagement. Keep this in perspective; otherwise, you may wind up chasing meetings at the expense of new business development.

To increase the value of your meetings, focus on well-qualified prospects with a high likelihood of making a purchase. Stick to IT decision-makers with a clear reason for discussing a solution and a solid understanding of the benefit of speaking with you. When we qualify leads through our TechConnect service, for example, we contact self-profiled prospects who have made their pain points clear and have indicated their timeframes for securing a solution. Sitting down with this type of lead is far more productive than merely moving to the next name on a cold call list.

Any meeting you hold – whether it’s individual or for a group (e.g., a webinar) – should have a distinct purpose that you can trace directly back to your marketing plan. If your meeting is with a high-potential prospect who has been screened carefully and is ready to move forward toward a purchase, there’s no better way to spend your time. But, if it’s just something to mark on an activity report, the upside will be limited.

Manage your prospect list and your goals – not your calendar. You’ll measure the results in revenue instead of blocks of time.

Click here to receive enter:marketing blog updates by e-mail >>