B2B Telemarketing: It’s not what you say, but how you say it

One of the challenges in B2B telemarketing as a means for lead generation is how telemarketers are able to let prospects “grasp” the sales pitch. Despite of the flawlessness of the script and the amount of substance and information it contains, some still find it difficult to make listeners appreciate it.

During these cases, it would be logical for telemarketers to improve the approach, not the script.

How we say things is just as important – if not more important – than what we say. That is one of the reasons why businesses choose to outsource their telemarketing. Outsourced lead generation services companies may not be 100% well-versed with product knowledge, but they have expert skills in delivery of information.

Here’s how you improve the how instead of the what:

Don't give them everything

An overdose of information about your products and services will only confuse a prospect. In fact, you only need to tell them pertinent stuff, which means you need to break away from your typical marketing recital and choose only what’s necessary. You would want to go for the most persuasive parcels of information to convey to your prospect. That way, they will only be absorbing what they ought to, and it rids the chances of getting perplexed with insignificant details.

Highlight results, not figures

The business world is a numbers game, and that’s a fact. However you would try to sugarcoat it, a business’s success will always be measured by numbers: revenue, clientele base, manpower, number of branches, or number of years in the industry. But talking to a prospect about a potential business deal is not a numbers game. Sure, figures impress. But results matter more. Don't saturate your prospect with percent-rates and dollar signs. Instead, give him a picture of how you can help them grow.

Put things in proper context

Your script should not be generic. You have to make sure that whenever you're describing your products or services, your prospect would be able to ‘apply’ the scenario into their own current situation. For instance, if you're talking to someone from the IT products and services industry, you wouldn’t want to tell him stories of success from the federal or manufacturing world. Putting things in context makes them understand your pitch better, because they are able to see themselves in your offer.

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