Ten Tips to help Improve Your B2B Telemarketing Results

Business to business telemarketing is very different to the unsolicited cold calling that we get at home,- which we all find VERY annoying.
1. Ensure that every member of your marketing team feels and understands their value.
• They should not feel that they are in the same industry as those who make unsolicited calls to the home at meal time to try and sell you new windows or insurance.
• In a recent UK study of 200 business managers stated that:
a. telesales calls at work are one of the least annoying forms of advertising (Only 4% disagreed).
b. 90% of marketing managers thought B2B telemarketing was either effective or very effective.
2. Ensure your data lists are spotlessly clean
• Clean, up-to-date, targeted marketing data which is tailored to each campaign is extremely valuable (there is no point trying to inform about an update Mr. Jones if he purchased on from you last month!).
3. Set realistic goals
• Have a clear structure for your campaign and set realistic goals for each call, e.g. appointment, sale so that your team know what is required and the time scale that they are working to.
4. Good Business to Business telemarketing takes time
• Be patient. Your telemarketers should not be expected to get a deal agreed in a single cold-call
• A survey of 29,000 UK B2B telemarketing calls, highlighted that it took 80 calls on average to develop a new opportunity.
• Success rates vary hugely by sector, so it pays to analyse your own team’s call conversion rates to set future goals and manage expectations.
5. Integration of your telemarketing is key to your marketing strategy
• Your telemarketing campaign should not be your only form of marketing, but rather integral part of a complete strategy including varied marketing streams to achieve the same goal.
• Consider Outsourcing
• By outsourcing your telemarketing, you can free up valuable time for your sales staff, giving them time to chance to follow up on the more positive leads and become more productive. 2013 Research by SiriusDecisions showed that in-house sales teams only follow up on 20% of the leads they generate.
6. Knowledge is crucial
• Your team need clear concise information about the product or service that they are promoting, Give them time to learn it and allow them to have the information on hand when making an approach.
7. Allow your team to improvise and build a rapport with clients.
• Don’t give your team scripts for their telemarketing. It is more successful to give them just the key points they need to include.
• Encourage your team members build up relationships with prospects. This personal touch gives a positive impression of your company.
• A professional approach to each call, which is structured and personalised, is the most likely to succeed.
8. Vary the times when calls are made
• The key decision makers often work outside the normal 9-5 of a receptionist. Try early morning and late afternoon, as these can result in easier access to the ones you need to contact.
9. Remember that telemarketing is valuable
• Most business purchasing departments are receptive to a professional telemarketing call as they are tasked with securing the best products and services for their business.
• According to a recent survey into B2B lead generation, telemarketing was the third most successful way of generating leads (31%) after email (42%) and live events (35%).

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