How to Extract Better Value from B2B Telemarketing?

Technology | 2 minutes to read

07th May, 2021

A human touch to B2B selling is proven to generate significantly higher engagement and conversion. This form of two-way communication effectively nurtures leads. But how does a marketer enable this into B2B telemarketing?  Here are some points that highlight the efficacy of B2B telemarketing and why it is still popular. We have also included a few critical tips that can elevate the value you receive from this technique of selling.

 Key points:

    • B2B telemarketing provides amazing value to marketing efforts of companies

    • The phenomenal outreach, human connection, and better ROI presented by telemarketing makes it one of the most popular marketing techniques

    • However, you need to carefully segment the market based on firmographic and geographic data to identify your ICP

    • The right words should be used to convey marketing messages to the right set of people. Telemarketers with a warm voice will establish a better emotional connect with the audience.

    • The telemarketer should try to show genuine concern for their specific issue and show them how your brand can help resolve the same.

    • Every telemarketer must be curious to know about the product or service they are offering, so that they can better answer queries from prospects

    • Be prepared for rejections and keep calling relentlessly

    • Once you convince the ICP and found out they meet the quality, you need to look for the result and make a closure with demos or signups. Remember to follow through at this stage for proper closure

    Establishing a human connection with any form of marketing yields amazing business outcomes. The methodology of interaction between humans makes telemarketing a vital part of sales strategy.

    B2B Telemarketing is the perfect example of how human interaction leads to better business prospects. No wonder it remains one of the most effective techniques for generating leads in the modern day business landscape.

    A Market Reach report says that over 90% of B2B conversations happen over phone calls. A more important statistic for marketers is that this form of two-way communication effectively nurtures leads. Such leads that are nurtured over time produce 20% more sales opportunities than leads that aren’t nurtured. This makes B2B telemarketing a crucial weapon in the marketing arsenal.

    Unique differentiators of B2B telemarketing

    Here are some reasons that make telemarketing so effective in the sales and outreach domain.

    1- Phenomenal outreach

    People might not have access to radio, television, or Wi-Fi. But there is always a chance that they will have to access mobile or cell phones. 41.2% of respondents confirmed the mobile to be an effective sales tool. So, telemarketers always have a great opportunity to convey their messages to decision-makers and business owners who are too busy to browse each advertisement.

    2- Emotional connect

    There is no physical human interaction in B2B sales, and the complete process is based on an emotional aspect. The emotional factor can influence the understanding between the buyer and the brand. Such human touch ensures smart nurturing of an effective relationship with the lead. As a result, the likelihood of conversions shoots up dramatically.

    3- Better ROI

    As an effective tool for generating leads, B2B telemarketing is cheaper than other marketing strategies. Smart telemarketers can also uncover other unmet needs when conversing with the prospect. This results in more cross-selling and upselling opportunities.

    What are the tips to make telemarketing campaigns successful?

    61% of B2B marketers feel lack of resources as the biggest obstacle to meeting stated outcomes. Hence marketers can adopt a few best practices that amplify their productivity and bring better gains from this marketing technique.

    1- Understand your ICP

    You should not be spreading yourself thin and blindly purse every single lead. Your team should work off a carefully cultivated list of existing and potential customers. These potential customers can be sourced from a third party contactable database expert like Denave, or come from the marketing team. Irrespective of the source, you need to carefully segment the market based on firmographic and geographic data. This will help you build the ICP and use the right words to communicate with the prospects.

    2- Prepare a great script

    As we mentioned above, the right words should be used to convey marketing messages to the right set of people. Telemarketers with a warm voice will establish a better emotional connect with the audience. Their tone is neither agelessly pushy nor docile. As a result, they come across as assertive without sounding arrogant.

    3 – Bring in the social factors

    If we strip away all business jargons and terminology, the underlying reason for B2B sales interaction will be common. The prospect may have a need, and the brand has the ability to fulfill that need. The caller has to be clear that she is interacting with a person on the other end. The person is influenced by social factors and emotions. So, try to show genuine concern for their specific issue and show them how your brand can help resolve the same. The level of professionalism and emotional connection will determine how quickly the person moves from a stranger to a loyal customer for the brand

    4 – Improved product knowledge

    Every telemarketer must be curious to know about the product or service they are offering. The report shows that only 13% of customers think that marketers understand what they need. So, before calling the customer, you should know how to handle queries with holistic product knowledge. Hence, you can be ready to provide them with an effective response to their queries or doubts.

    5- Be prepared for rejections… a lot of them

    The main job in B2B telemarketing is calling, calling, and calling. There is no way to get out of it. You need to ensure you make as many calls as possible to get more leads and more closures.

    There will be many rejections, but the best telemarketer should have the ability to handle rejections and objections. A Sales Insights Labs report says that 50% of the prospects eventually turn out to be a poor fit for a product or service telemarketers are selling.

    This obviously means that the caller has to face many rejections. Keeping aside these complaints, you must make enough calls so that you can get some good prospects. And even if you don’t get the right leads, you can always ask for referrals. It has been proven that 91% of customers give references to those salespeople who ask for references.

    6- Create a closure

    Although not each of the customer can be the right one to meet your objective. When you first call the customer, you need to find out if they are the right prospect. Once you convince them and found out they meet the quality, you need to look for the result and make a closure.

    If you find the right prospect, you should ask them for a demo session and make a formalized appointment. You must finally share the calendar invitation and proper confirmation mail and ask them for acceptance.

    A Hubspot report says that almost 44% of people give up after one follow up. Make sure you don’t be a part of this statistic. Do not forget to take regular follow-ups to keep brand recall high in the prospects’ mind.

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