Telemarketing: How to Optimize Lost Opportunities

In B2B marketing, you can never refuse the ability of traditional inbound techniques, most especially telemarketing.

If anything, telemarketing continues to be a preferable channel for many decision makers. It is seen as an effective way in fostering nascent business relationships. At least 28% of decision makers say that telemarketing makes them feel valued, based on a slideshow by SCI Sales. On top of that, the ROI it delivers is unmatched by that of any other B2B platform.

But however one sees it, the main issue is more of application. It matters if the company that is handling effective telemarketing operations for B2B lead generation and appointment setting. In many cases, not many marketers are that skilled or lucky enough to maximize their telemarketing opportunities. More often than not, opportunities to set a sales appointment are lost along the way, entailing a waste of time and resources.

No doubt rejections are a fact of life this side of the B2B world. But this shouldn’t hamper you from realizing short-term and long-term company goals.

There are concrete ways to turn rejections into better opportunities, and here’s how:

Re-assess along the way

Your telemarketing strategies need revamping from time to time. And it is necessary for a business to perceive subtle trends in its campaign’s progress. Key metrics such as conversions and ROI should be taken note. Knowing such trends can help in revising your present telemarketing strategies.

Improve your led nurturing via email

On the first contact, it is likely that a prospect defers his or her decision to set an appointment. They will rather reserve their decision for subsequent contacts. In between contacts, your marketing program should send out personalized emails that touch on topics that weren’t discussed during previous engagements. Moreover, emails allow you to control and influence a decision maker’s willingness to buy.

When rejected, move on

Much to your chagrin, you simply cannot do anything about sales prospects who are simply not interested in buying your products. In such a case, it would be best to leave it at that. You can always depend on your B2B lead generation campaign to prospect for decision makers that are sure to partner up with you. It’s tough choice, but with a little persistence in generating B2B leads, you might just improve your sales performance.

Telemarketing is not that easy. It’s not just about calling someone to make a sale. It is more about influencing others and solving pressing issues, tasks that an independent and highly competent outsourcing firm can live up to.

B2B Telemarketing and dating - Are there similarities?

The cliché of comparing love and relationships to any other unrelated human endeavor has been used and abused mercilessly by bloggers, book authors, public speakers and even memes. But no matter how commonplace these supposed associations are, its real essence doesn’t get old.

(Spoiler: this article is not any different.)

Even in B2B Telemarketing, love flourishes. The similarities should not come as a surprise to anyone though – after all, they’re both an interaction between two people and in both cases, its fate will always depend on how they treat each other.

So if you’re a budding telemarketer, always remember to treat your prospects as though they’re someone you’re dating:

Follow the social dating rules

When you've just met someone at a bar, the rule of thumb is to not bar banter. Don’t spend most of the time talking about how awesome you are. Don’t do all the talking while your partner stares at you like an impassive goat. Don’t talk so loud that your stories are being broadcasted to everyone around you. In short, don’t smother your date. The same goes with B2B telemarketing. On the initial “date” it should always be about the prospects: what they do, what they need, and what they want to achieve.

Related post: Rapport and Telemarketing: They Go Hand in Hand

Wear your best dress on each date

You need to put your best foot forward during every encounter, and that means your clothes should be at its best, too. But make sure it’s also appropriate – you don’t need to be in a tuxedo when your date is at Seven-Eleven. And while prospects don’t see your dress during a telemarketing call, the concept is the same. Wear a sense of professionalism and pride in what you do. Talk like one, respond like one. Prospects always know whether they’re talking to neophytes or seasoned veterans.

Related post: How to Properly Meet with Sales Leads Executives

Make your intentions clear

During a date, the worst thing you can do is send the wrong signals to your partner. Make sure that you’re making them feel at ease, and that there’s nothing to worry about while you’re around. When talking to prospects, clearly convey your purpose. Don’t drag them around in circles only for them to find out (much) later that you’re just selling something. Make sure you both are in the same page to avoid misunderstanding down the road.

Related post: To Be Better In Appointment Setting, Be Boring

Keep it simple but romantic

Dinner’s done, and now it’s time for the cheesy words. You can do it straightforward or the Shakespearean way; whatever it is, keep it real and simple. Target their soft spots. Acknowledge their emotions and show a sincere desire to listen and help. Prospects, as long as you tickle the right spots, can be suckers for sweet talk, and when they do take a bite, be prepared to walk the talk.

Related post: Do pictures of people affect Facebook Engagement? A new study reveals