In a recent B2B Marketing Magazine feature on Telemarketing, I was interested to see that 70% of respondents to a survey of 200 B2B Marketers said that the technique was either ‘critical’ or ‘very important’ as part of their demand generation activities. With such a high number, I am still amazed to experience so many examples of it done badly.
Having managed both in-house and outsourced Telemarketing teams in the past, I have seen first-hand how powerful this technique can be for lead generation and appointment-setting campaigns. I also know how hard it is to do consistently well.
Having recently moved jobs, I have been inundated with cold calls from a wide range of marketing service providers. Some of them get the firm’s name wrong, and too many try to close an appointment without establishing if I have the time, appetite or budget to enter into any form of dialogue, no matter how exploratory.
In my experience, successful B2B Telemarketing depends on a number of critical success factors:
- Start with good quality data We all have data challenges, but how have you gathered that this person is in the market for the goods or services you are about to try to sell to them, and how confident are you that the demand might be there?
- Enhance it with research I know that outbound telemarketing is often seen as a numbers game, but the art is in making the recipient of each call not feel like it is! Take time to do some basic research into the company AND the individual you are trying to target, BEFORE you pick up the phone. If you get the name of my firm wrong (as happened to me recently), this is unlikely to impress me.
- Hire and retain only exceptional people who are capable of building a credible rapport on the phone, sometimes over a period of several months. Demonstrating that you understand and are actively listening for information that can help me to solve a business problem will always help.
Does any of this resonate with you? Have you been on the end of great (or dreadful) B2B Telemarketing experiences? How did they make you feel, and did they win your business?