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B2B Telemarketing Rules and How to Break Them (For the Best)

B2B Telemarketing Rules and How to Break Them (For the Best)

Within the B2B telemarketing world, there are rules to follow. And often, we are made to believe that such rules constitute the straight path towards attaining short-term and long-term business goals. They should be regarded as Gospel truth; otherwise, expansion and increased revenue generation are rendered impossible.

Especially in B2B lead generation, rules are needed to steer a business towards the right path. But it has become evident that, with drastic changes in the marketing landscape, newer techniques have begun to supersede or revise these rules.

B2B telemarketing has changed a lot since the digital revolution. And although email and social media have become widely used marketing platforms, B2B telemarketing is still a relevant B2B lead generation channel. But can we say the same about the rules that govern it?

Today’s decision makers are tricky to begin with, considering that most of them have already adapted to new marketing innovations. And it wouldn’t do you any good to stick to conventional systems of B2B telemarketing conduct to satisfy their need for business solutions.

So, if you’re still dedicated to the following rules in your B2B telemarketing, consider breaking out of your comfort zone.

Apologize for the call

Apologizing for calling your prospect on such an inconvenient time is passé. In this day and age, you either call someone because you have something important to say or not call at all. There’s really no need for apologizing. But for your prospect’s sake, ask whether he or she has the convenience to talk with you.

Give complete details

This is another unnecessary move. Every B2B  telemarketing cold call should have a sense of urgency. And you just cannot attain it when you are bombarding the prospect with too much information he or she can consume. Often, less is better. As an added tip, only relay the most industry-relevant information in your arsenal.

Overemphasize your business

The problem with many businesses is that they see cold calls as opportunities to brag about themselves. This is taboo today, considering that people can get easily fed up with messages repeated over and over again. So, instead of focusing on your business’ capabilities, ask your prospect about the issues they themselves are facing.

Cling dearly to the call script. Okay, so call scripts had their heyday in the past. But today, they don’t work. B2B decision makers want real and intimate human encounters, which they cannot experience so long as you keep reading on an inorganic guide. Personalization is the key at present.

 

Download the Ultimate Lead Generation Kit eBook

 

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)
Killer Voicemail Messages That Will Get Prospects To Call Back

B2B Telemarketing Rules and How to Break Them (For the Best)

B2B Telemarketing Rules and How to Break Them (For the Best)

Within the B2B telemarketing world, there are rules to follow. And often, we are made to believe that such rules constitute the straight path towards attaining short-term and long-term business goals. They should be regarded as Gospel truth; otherwise, expansion and increased revenue generation are rendered impossible.

Especially in B2B lead generation, rules are needed to steer a business towards the right path. But it has become evident that, with drastic changes in the marketing landscape, newer techniques have begun to supersede or revise these rules.

B2B telemarketing has changed a lot since the digital revolution. And although email and social media have become widely used marketing platforms, B2B telemarketing is still a relevant B2B lead generation channel. But can we say the same about the rules that govern it?

Today’s decision makers are tricky to begin with, considering that most of them have already adapted to new marketing innovations. And it wouldn’t do you any good to stick to conventional systems of B2B telemarketing conduct to satisfy their need for business solutions.

So, if you’re still dedicated to the following rules in your B2B telemarketing, consider breaking out of your comfort zone.

Apologize for the call

Apologizing for calling your prospect on such an inconvenient time is passé. In this day and age, you either call someone because you have something important to say or not call at all. There’s really no need for apologizing. But for your prospect’s sake, ask whether he or she has the convenience to talk with you.

Give complete details

This is another unnecessary move. Every B2B  telemarketing cold call should have a sense of urgency. And you just cannot attain it when you are bombarding the prospect with too much information he or she can consume. Often, less is better. As an added tip, only relay the most industry-relevant information in your arsenal.

Overemphasize your business

The problem with many businesses is that they see cold calls as opportunities to brag about themselves. This is taboo today, considering that people can get easily fed up with messages repeated over and over again. So, instead of focusing on your business’ capabilities, ask your prospect about the issues they themselves are facing.

Cling dearly to the call script. Okay, so call scripts had their heyday in the past. But today, they don’t work. B2B decision makers want real and intimate human encounters, which they cannot experience so long as you keep reading on an inorganic guide. Personalization is the key at present.

 

Download the Ultimate Lead Generation Kit eBook

 

Sample Cold Calling Scripts for Key Buyer Personas in Managed IT (Featured Image)
Killer Voicemail Messages That Will Get Prospects To Call Back

The Winning Sales Pitch: 5 Pillars of Telemarketing Calls

The Winning Sales Pitch: 5 Pillars of Telemarketing Calls

They say that the best sales people are born, not made.

That may be true, but that doesn’t mean telemarketers cannot go from regular conversationalists to expert merchants. With the right knowledge and tools, there’s always room for skill improvement and growth.

All the content preparations, lead generation activities and hopeful interactions boil down to the sales pitch. It’s the climax of the film; the finale of the concert. It’s when the fat lady sings.

In short, it’s the make-or-break moment for telemarketers.

Ray Carroll, Director of Sales at Marketo, shares  his 5 pillars of a successful sales pitch and how telemarketers can better themselves in terms of closing in on a sale.

From Marketo.com:

1) Win Your Deal on the Discovery Call

Ask questions that put your company ahead of your competition. Take at least 15 minutes before each discovery call to map out the questions you want to ask, and the questions you anticipate.

On the flip side, listen to your prospects. Top performers create an environment that feels like a tennis match – they allow for an equal exchange between the buyer and seller.

2) Research

Thanks to what we call “information abundance”, today’s sales teams face new challenges in selling products. Our prospects can now do an incredible amount of research on our products before they buy (of course, that’s where lead nurturing comes in). But the abundance of information goes both ways.

Level the playing field by doing your own research. Scour their corporate website, look them up on LinkedIn, follow them on Twitter, and check them out on third-party review sites.

Related Post: Lead Nurturing Done Right: Introducing Callbox Pipeline’s Lead Nurture Tool

3) The Presentation is the Performance

Your agents should customize every sales presentation, and each one should be truly memorable. No matter what you’re selling, the presentation is the performance, and most people can’t stand canned presentations. Prove that your presentation has been personalized in the first 60 seconds. Don’t start with why your company is great; start with how you can help the prospect’s company.

4) Ask For (and Earn) the Next Step

Don’t just ask for the next step, earn for that next step – every single time. This is Sales 101: secure a next step every time you interact with a prospect. But junior reps often forget that next steps need to be earned, not just requested.

If you ask for a next step, and you get rejected (for example, if the prospect says “Don’t call us, we’ll call you”), it’s time to do some soul searching. What you could have done differently?

Related Post: Lights. Camera. Appointment! Developing an Award-Winning Call Script

5) Be like-able

People do business with people they like. It’s a brutal truth of selling. If you’re cold or grumpy, or if you’re whining about the weather all of the time, your prospect will decide to spent their time elsewhere. If you’re pushy or insincere on a personal level, you’ll lose their business.

 

Ending a Cold Caller’s Nightmare: Steps to Bid Anxiety Bye-bye

Featured Blog: Ending a Cold Caller’s Nightmare: Steps to Bid Anxiety Bye-bye

 

Source: The 5 Pillars of a Successful Sales Pitch