“And… do you also do No Cure No Pay?” We are often asked this very carefully in a sales conversation. We understand very well why a customer would want to choose this. After all, for them this still offers some security when you start working with a partner for lead generation that is unknown to them. A bit of “certainty” that you will get something back for your investment. You only pay for the agreements and therefore the risk is with us. Logical, understandable, but still you shouldn’t want it. Why not? Why would you ignore certainties and throw yourself into an uncertain collaboration with an unclear outcome?
1. Bare agreement, with nothing
Als je voor NCNP kiest bij leadgeneratie, dan hoef je ook echt niets meer te verwachten dan een afspraak die voldoet aan criteria. Dat kan een keuze zijn en misschien heeft dat waarde. Maar meer dan kale afspraken krijg je ook niet. Een partij die onder die voorwaarden een campagne voor je draait die goed loopt, zal nooit de stap extra zetten om het naar een nog hoger plan te trekken. Immers, het absolute minimum leveren dat kwalificeert is goed genoeg. En als de campagne niet loopt, is het maar net de vraag wat zo’n bedrijf besluit te doen. Stekker eruit en helemaal niets meer doen is dan een optie, want dat kost hen niets en in principe jou ook niet (want NCNP). Dus heb je wel een campagne die je niets kost, maar nul afspraken. Klinkt niet echt succesvol, toch?
2. Discussion about qualification
To be fair: we've heard this from hearsay, but heard it too often not to be true. Sales support companies that deliver appointments using the NCNP principle always enter into discussion if it turns out that they don't qualify or just barely qualify. In other words, you may think that the appointment is not good enough, or that the potential value does not match the agreements that were made about it. But there is almost always a core of interpretation in this, and so a discussion arises. A yes-no discussion with the stakes of whether the lead is Cure enough to force you to Pay. This happens much more often than you would like and you don't want that. It is not constructive and as a company you do not become any wiser from it. Sure, you have less risk, but is this result also better for your company?
3. 3. The value of a negative een negatief
Suppose your proposition is not quite right, or not quite aligned with your target group. Or suppose you misjudge your target group. Or suppose there is something else that you just miss the mark with. How do you find out? By offering it and listening to what people say about it. Feedback. Or better yet; a substantiated rejection. Only with that can you improve your product, your pitch, your proposition, your marketing and/or your sales. And that is all impossible if you opt for an NCNP sales support campaign. After all, they only deliver the agreements and if they are not there, they deliver nothing. But a company that operates as an extension of yours also shares the sounds from the market. They speak to the people you want to speak to, hundreds perhaps. They can ask the why behind the no. Don't you want to know what they hear? For a company that wants to grow and improve, isn't that information essential?
4. That database is worth gold
And while we're on the subject of indispensable matters for a company; what about the database? Many NCNP companies will call their own databases and you will only get the name of the company that is or is not sufficiently interested in one appointment at that moment. The previously mentioned negatives are not included. But if a company indicates that it is not interested now, but will definitely be interested next year, then an NCNP company will never inform you about that. After all, it does not lead to an appointment now, they do not get paid for it, so why would they? You only pay them if they have an appointment now, so not for maybe somewhere next year. What a waste!!! We call that the pipeline, all the opportunities in the long term. If you call 100 companies, one has a need now and twenty indicate that they will have a need next year, why would you as a company settle for just one now? Wouldn't you like to be able to call those twenty next year as well? That is also just business, and twenty times more than you get now!
5. Your own external sales department
Actually, that is what would be best for every company, a sales support partner that behaves as if it were your own sales department. After all, they think along, look for solutions to problems they encounter, share your ambitions and always work from your interests. And there are companies that manifest themselves in that way, but then you have to go for a collaboration or partnership. A No Cure No Pay principle excludes 100% that you will work together in such a valuable way to achieve success. After all, they do not get paid for it, so they will not deliver it either.
It goes without saying that Trinity Sales does not do No Cure No Pay and never will. We simply do not believe in that concept for what we do and want to be able to do more for and with our partners to help them with their sales and growth. The fact that there are companies that do work that way and that there are companies that want to meet their agreements that way is of course fine. We live in a free country. But in our eyes, sales for a company is more than just scoring flat appointments today. It is also having knowledge of the market, always being open to improving and sharpening your proposition and investing in the future so that you can continue to grow.
If you summarize all this into a pumped up and exciting final conclusion: NCNP is based on fear and distrust, and therefore always limited to an absolute minimum of quality as a maximum result. If you want more, you must want to work together in confidence with partners who want the best for you.
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