Telemarketing might seem old fashioned when compared with digital marketing, but it’s one of the quickest and most cost-effective ways of gaining more traction with leads. B2B telemarketing brings a much-needed personal factor to automated marketing.
When it comes to the B2B sales process, decision-makers find it better to have actual conversations with a salesperson to understand what they’re investing in. An effective telemarketing process requires a good deal of planning, but when done correctly, it can improve your business ROI. Here are some of the tactics to get the most out of your B2B telemarketing:
Clean and segment your data
Accurate and segmented data is the lifeblood of your telemarketing campaign. Generating leads requires high-quality data that is up-to-date and targeted. People move on and their circumstances change, so make sure you refresh your data and keep it up-to-date. If you have inaccurate data, you could end up calling the wrong types of companies and risk damaging your reputation. It’s important to have a targeted list of leads that fit your ideal customer profile, this way you won’t waste your time trying to sell to the wrong people.
Choose the right people
No one’s going to be interested in a conversation with someone who doesn’t sound enthusiastic and passionate. After all, you’re not calling to ask about the weather, you’re calling to sell something and get a message across. Since prospects can’t see the caller, their tone and energy are paramount. Choose people who are passionate, and make sure they’re just as good listeners as they are talkers.
Train and brief the agents correctly
If you want an effective telemarketing campaign, make sure your telemarketers are briefed on the topic, product or services that they are calling about. The more informed they are, the easier it will be to entice callers and build leads. Train your agents before starting with a project – this way they can be prepared and feel more confident when engaging prospects. Don’t overwhelm them with everything all at once, keep in mind that skill-building takes time.
Provide enough supporting materials
Once the telemarketer puts the phone down, it doesn’t end there. They need to follow up with a well-thought-out email or additional content to make it easier for the sales team to close the deal. Make sure it’s relevant and highlights the benefits of the service or product you’re offering. It’s a huge waste of time and money when a good prospect conversation isn’t followed up – you could quickly lose the interest of a potential lead.
Understand your prospects
Why should your prospects speak to you? What differentiates you from other companies providing the same service or product? How do you help your customers? If your telemarketers can answer these questions, they’ll be able to generate better results. In order to develop a strategy that will resonate with prospects, telemarketers must do their homework and try to understand them. Don’t make it up as you go, have a clear plan on why you’re calling. Get creative and weave some hypothetical (and relevant) challenges into the first few seconds of the call.
In today’s world, prospects are being bombarded with generic marketing content, and crave a more personal approach. Targeted B2B Telemarketing has the potential to help you create effective messages and generate quality leads.
For more information about how telemarketing can work alongside a digital marketing strategy, download our guide, Telemarketing in the Digital Age:
