Today, there are just one too many research studies to cite regarding techno-stress. However, such signs of stress can either spell success or failure for software companies in need of business appointment setting.
Now, techno-stress is really an ugly and ironic reminder of how technology can serve the opposite of what it was intended for. In software, you see this in applications that are supposed to better organize things and foster faster communication but wind up only rushing everyone’s work activities.
This is where you walk the border line between stress that contributes to more successful software leads or leads that end up being more trouble than they’re worth (even after the sale). Their stress comes from the burden of their work and technology carries the possibility of either lightening it or changing it into an even worse form. To combat this, you need to take a harder look at their actual satisfaction than simply how the technology itself is doing its job.
As a start, here’s a brief review on the kind of people you’d target for appointment setting, followed by how you can use the process to turn their high-stress into high success:
- Executives – Business executives tend to first come to mind. It’s also easy to see how easily someone in their position can shoulder large amounts of stress. Every decision they make will have a powerful impact on their company (or at least their own large part of it). The amount of information they take in every day comes from all areas under their vast area of responsibility. This is where technologies like BI would usually prove helpful. It helps them compress such large amounts of information and help give them ideas. Hence, your B2B appointment setting should focus not simply promoting the software but sharing helpful tips and ideas on how to use it for developing those ideas.
- Doctors – Just because EMR software is now a government-backed requirement doesn’t mean more doctors are happy to implement it. On the contrary, the reaction seems to be the complete opposite as they not only struggle to meet these requirements, they’re utterly at a loss on how this is supposed improve relationships between themselves and their patients. Like with executives, use the appointment as a means to educate them on proper use. It might also help to learn about what their primary concerns are regarding the management of medical records as well as how procedures normally flow in their work place. Knowing what helps them work best will help you focus on what features to discuss and implement.
- Salespeople – If you’ve ever depended on a CRM database, you’ll easily see why salespeople themselves can identify their respective companies as potential software leads. You should also know that you don’t just focus on who’s in charge of them but how they themselves use CRM software. Is it a tiresome task that only serves to obstruct their goals? Does it somehow cause them to lose control of how many opportunities they’re scheduling themselves with? The appointment can be your chance to have decision makers reflect upon these issues and what better policies they can make to improve the use of CRM.
To summarize, techno-stress can be a mixed result of what a software enables and how it affects user behavior. The advantage of appointment setting is that it calls for tools that analyze both so that the appointment itself can be used to present a solution that only reduces that stress rather than adds to it.