It’s no secret that distractions can still be a problem for B2B telemarketers.
However, underneath are plenty of psychological factors that easily complicate the issue. To make sure they don’t, here are two categories for them: Internal and External.
These are things that can’t be controlled by the agent. They can come from either his/her side or the customer’s side. Among these could be faulty connections, badly used phones, and other technical difficulties.
Very self-explanatory. Imagine yourself as an experienced telemarketer. You already know what to say, how to get prospect attention, and how to qualify their interest. But then comes the static that makes you hard to hear and make prospects simply hang up. Now, you don’t want that to happen. (Of course, it also happens the other way around).
Badly used phones
For today’s telemarketer, a normal phone and an ordinary phone line won’t just cut it. The people they’re calling could be in various parts of the world. This requires strong VOIP networks as well as the appropriate B2B communications technology (complete with those headsets and auto-dialers you always see on the stock photos.) Anything less than that and you’re asking for a lot of unnecessary trouble.
Now these are the things that could be controlled by the telemarketer and it’s also where lessons on customer service and product knowledge are often applied.
Lack of common ground
When you’re lacking a connection between you and your customer, the evidence is clear. You forgot to do the proper background checking and research. For example, suppose you couldn’t determine whether the prospect is an old customer. That would make it difficult for your to discuss your offer without coming off as promotional.
Lack of product knowledge
But even without a customer’s history, there’s still ways to directly introduce your company without triggering a “Why would I buy that?” response. This though, relies on how much you know about a product’s value proposition. Furthermore, you need to align that value proposition with a prospect’s needs.
Dealing with either external or internal factors can be easy provided you are aware about the necessary investment you’ll need. If there’s one thing they all have in common, it’s that they result from a very cheap understanding of B2B telemarketing. (Note: This sort of cheap never has nor ever will be considered the same as cost-efficient.) If you can’t afford either the necessary telecom support or the professionals to man your phones, you might as well just outsource.