Telemarketing is a field that we often hate being on the receiving end of, but love having at our disposal. No one needs to hear about reducing their credit card debt when they are in the middle of dinner.
B2B and B2C telemarketing are two completely different worlds. B2B telemarketing is imperative to a businesses success. You may send an email campaign to 10,000 prospects and get a few appointments - but never count out the trusty telephone as the primary B2B lead generation tool.
You know the old sales adage, "Give me a phone and some leads." In a recent Bridge Group survey, respondents indicated that, on average, lead generation reps:
- Send 18 emails per day
- Make 47 phone calls per day
Telephone will be king for a good long while.
If you don’t already, your company most definitely should budget for telemarketing services. You may decide to take it in-house, or you might opt for outsourced lead generation. I’ve put together some helpful tips for B2B lead generation with telemarketing. Hope it helps!
1. Get to the decision-maker before trying to make the sale.
It is fairly rare that you will call up a business and be immediately speaking to the person with the authority to buy from you. Know the players: Gatekeepers, Influencers, and Decison-makers.
2. Do your best to sound natural
People don’t buy from books on tape. You need to be able to convincingly sound like you are having a face-to-face so that your prospect can begin to believe it as well. One important tip for this is to use a hands-free headset. You might not notice it, but your speech changes if you aren’t talking in a position you would be in person. Our bodies are a big part of how we speak, so let your body act naturally in order to speak naturally.
3. Be prepared
Preparation isn’t just for Boy Scouts. While you want to sound natural, you also want to sound confident. Come up with a script that covers all of your talking points as well as appropriate responses to likely questions and objections. Maintaining a natural feel in your conversation is a difficult necessity that can really only be mastered with practice.
4. Don’t get discouraged.
It doesn’t matter how good you are; you will get turned down, spoken to rudely, and toyed with. While there are many leads out there for you to get, a lot of the people you call will view you as an enemy. Don’t get depressed just because things aren’t going the way you want. Take a few minutes, review your process, then keep trying.
5. Ask questions.
While you should absolutely be prepared for the customer to ask you questions, you also need to be prepared to ask them some as well. Use your questions to try to determine if they are a potential lead (have a genuine need you can solve) or are non-prospects. Also, you can use indirect questions to determine if the prospect is getting close to buying. Just make sure the questions are intelligent and relevant.
Telemarketing isn’t easy and it's a lot of work. We make 5000+ dials per week as a group. But the output is what you want to focus on: more quality sales appointments.