29th Oct, 2021
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- Telesales as a demand generation practice seen a significant rise during the Covid-19 pandemic
- Here are some ways to get the maximum yield out of the telesales campaigns
With strict curbs on movement and travel for the greater part of 2020, the biggest casualty in the business world was the on-field sales and marketing campaigns. The B2B industry also witnessed disruptive paradigm shifts in the last year. According to a McKinsey report, the pandemic has ushered in a new digital reality for B2B sales. But, how did businesses adapt, and what is the future of B2B sales?
Let us take a closer look at how B2B enterprises redesigned traditional sales methods and leveraged telesales services to boost revenue. We also discuss five actionable strategies that can be used in telesales B2B demand generation in today’s volatile world.
The impact of Covid-19 on traditional sales models
In the wake of the pandemic, traditional field sales have been supplanted by a more digitally-oriented model for B2B enterprises. While this was an ongoing trend for the past few years for many B2B businesses, the pandemic has accelerated the process significantly.
It is vital to remember that the B2B sales models in many industries (like pharmaceuticals) are built almost entirely on sales representatives going on the field. With this option unavailable, many businesses had to reinvent the wheel.
With self-service and remote tools becoming the preferred choice, B2B businesses had to create digital-first solutions for their sales team. As an added advantage digital solutions also helped increase the convenience, speed, flexibility, and efficiency of the entire function.
One strategy that helped businesses maintain business continuity and streamline sales was digital telesales. Many B2B enterprises shifted their focus on telesales for demand generation. Integrating B2B telemarketing services within the sales processes has proven to be a crucial factor for business success over the past year.
Using telesales to shore up sales in a post-Covid era
Despite many disruptions to supply chains and business operations, businesses that were quick to adapt to remote selling have been able to emerge from the pandemic with a renewed force. Amongst the many channels that comprise remote sales efforts, businesses saw potential in telesales services as a way to continue their businesses safely.
As video conferencing became popular due to remote work, it has also redefined the telesales function. In addition to pitch meetings and discussions, video conferencing tools were also used to undertake demonstrations. Similarly, cold calling is now undertaken by smart bots, as are live chats.
With the right kind of data and technological support, B2B telemarketing services can be an effective method to increase sales in 2021. We look at five ways in which telesales can be used to boost demand generation.
Read the blog “How to Get the Maximum Yield from B2B Telemarketing” to unlock more insights on How a flexible approach, right timing, and scalable metrics are required for a successful B2B telemarketing.
AI factored with Telesales efforts
Artificial intelligence tools have been growing in complexity and application over the past decade. With advanced speech recognition technology and the ability to make sense of large volumes of data, leveraging AI to complement telemarketing can be extremely beneficial for B2B sales.
Say, for instance, pre-qualifying leads are eating away a telemarketer’s time to nurture more suitable prospects for conversion. AI tools can be deployed to do this job, helping telesales representatives to prioritize better-qualified leads. Once the pool of all prospects is sifted through AI, the likelihood of conversion is much higher. This allows telesales people to focus on what they do best – to pitch a product/service and build customer rapport.
It is also important to remember that although AI tools can be powerful for streamlining telesales services, they will only augment, not replace human-to-human interaction. With a more targeted lead processing system in place, AI can improve efficiency and optimize costs for B2B companies.
Data analytics to fine-tune telemarketing
Without adequate data and analytics to guide sales reps, all efforts on the telesales front will be akin to taking a shot in the dark. This is why B2B companies need to invest in advanced analytical solutions and services.
There are many ways in which metrics obtained from data analysis can be used to streamline telesales campaigns. Key performance indicators (KPIs) like dials per hour, sales per hour, and conversion ratios can help sales leaders identify the right approach or the most effective script. Organizing prospects into the appropriate categories and building customer profiles ensure that telemarketers are ready to tackle queries coming their way. They can also reorient and adjust their rapport-building strategies to be more suited for specific customer profiles.
The aim of all telesales campaigns must be to create a stellar personalized customer experience and having valuable data insights can boost these efforts.
Cloud-based call center setup
Virtual and cloud-based call centers are set to be the norm in the coming years. With the prospect of reducing operating costs, and advancements in cloud technology, many organizations have already transitioned. Even businesses that were reluctant to go entirely cloud-based in the past, have transitioned to the hybrid model because of the Covid-19 pandemic.
Essentially, cloud-based call centers are network-based services that can be set up remotely without the required technology and hardware on-premise. Higher efficiency, cost optimization, and speed are some critical factors that have brought forth these changes. They are then integrated with several tools to create seamless customer experiences. Furthermore, cloud-based call centers support employees with the right features can keep prospects engaged and productive, while maintaining confidence and efficiency.
Digital prospecting for more visibility
Given the massive shift to digital sales, digital prospecting has become vital for businesses to truly understand their customer base. Digital prospecting is simply a virtual form of sales prospecting undertaken with digital and collaboration tools.
Digital prospecting necessitates open collaboration with other functions, like marketing, within the organization. Training sales professionals to identify, understand, and connect with their prospective buyers is a vital part of digital prospecting. The goal is to train telesales professionals to perfect the art of selecting the right prospect and leads to focus on.
Telesales as a part of a larger sales campaign
It is common for B2B businesses to limit themselves to preferred channels for reaching out to potential customers. However, the digital world flips this notion as customers can be reached virtually anywhere.
Furthermore, in addition to the prospect of increasing buyers, the nature of the ‘digital’ reality today means that people can engage with businesses at different touchpoints. Mobile, chat, social media, and emails are some mediums that enable customer-to-business interaction.
Assimilating telemarketing efforts into a wider, centralized system where businesses can reach customers (and vice versa) via multiple touchpoints is crucial. Telesales representatives can track customers as they interact through these channels and tailor their approach accordingly.
Telemarketing in the post-COVID: What’s at stake?
The Covid-19 pandemic has proven that even the most tried-and-tested business processes are always just one disruption away from becoming obsolete. B2B businesses that are able to pivot timely and adopt newer sales models by leveraging digital solutions are likely to script a successful and sustainable future. Telesales is the connection that tethers both digital technology and the human element together and can really prove to be a vital strategy in B2B demand generation.
For more insight of telesales services get in touch with Denave experts today.