B2B telemarketing can generate business through a variety of methods. Cold calling, executive appointment setting, lead generation and prospecting are all utilized in this very old marketing practice. Cold calling is risky, but when it is done professionally without sounding like a pre-made script, it can be very effective. Executive appointment setting may be called for when cold calling fails or the agent has managed to get past the gatekeeper.
The key to telemarketing is getting past the gatekeepers such as assistants, receptionists and secretaries that prevent another businessperson from accessing the person who makes decisions need to sell a product or service. B2B telemarketing may encompass several steps throughout the process. The first and most important is making the call. If the caller gets a voice mail, he or she must know the right message to guarantee either a callback or a second chance at the call. If the caller gets a gatekeeper, he or she must know how to turn that person into an ally so that he or she is granted access to the decision maker at that time or later.
When the telemarketer finally gets access to the decision maker, conversation skills become quite essential. This potential client may lose interest quickly if an unknown caller cannot hold an intelligent and informative conversation. During this conversation, the agent needs to be sure to uncover the potential client’s needs. If this is not done, an agent can permanently lose the client’s interest.
Another essential skill is knowing how to create a sense of urgency for the product or service so that a meeting can be held right away while the client is in a buying mood. At this point, the agent may set up an appointment to meet face to face with the decision maker.
Some companies offering B2B telemarketing service may have other services as well. Some may conduct market research, nurture campaigns or help the business close telesales. Whether or not these extra services are available, the basic service should excel in essential techniques like cross-sell or up-sell, customer relationship development, inquiry management, inquiry management, partner recruitment management and sales outsourcing.
