Shark week is week dedicated to tune TV programs to a contemplating and mysterious creatures in the deep blue –yes, you have guessed it, it is all about shark. Sharks are known for their big appetite in feeding small creatures under the sea and there are actually two different kinds of shark. One that grabs a targeted bite like Bull Shark or Great White Shark and the other hand is the Whale Shark that open their mouths and take in all small creatures like plankton. Same with sales and marketing, targeting specific prey or just simply gobbles in any prospect that may pass their mouth.
Flashy new marketing campaigns and pushy sales techniques are inconsistent with the image of a firm like yours. And cold calling is just out of the question. It is time consuming, unproductive and frustrating – and it can make you look desperate. So what do you do? What are your options?
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.
One could say that being an intern could be the worst and lowest possible position you can get in a company. (If you can even call it job position. After all, interns are still technically in school.) And since it’s been some time since school started, what are the odds of running into interns during your telemarketing campaigns?
With different personalities come different styles of communicating. Don’t go assuming that everyone else receives information in the exact same way that you do. There are times when they’ll find you interesting to listen to while others could find you boring. This is important when you’re mastering the art of getting straight to the point.
People who communicate internationally (like those in B2B telemarketing) know this far too well. In some offices, people would want to hear the last line first, and get impatient with the details or small talk. But in others, many would take offense if you walked into their office on a Monday morning and began discussing the status of a project instead of politely asking how they’ve been. Some people respond best to a fast pace of speech, while others are overwhelmed by it.
In most video games, you may have heard of a term called event flags, the activation of certain events as you progress that also doubles as important points in a game’s plot or story. Example, when you bump into a girl on the street but it turns out they’re actually the princess/love interest/new party member etc. That point when you decide to talk is considered a flag.
Similar cases happen in real life and right within the process of B2B telemarketing. You hear stories of marketers struggling with a prospect but days later finally began communicating after another customer referred them. That’s a typical success story but one that certainly follows the event flag routine.
Telemarketing really has come a long way hasn’t it? To think it all started with telephonists and switchboard operators during the late 19th century. But don’t let that fool you. Just as technology transformed other marketing methods, today’s telemarketing has changed as well.
Back then, salespeople solicited prospects to buy their products and services through either planned or recorded telephone calls. With the different types of media today, along with internet and computer technology, this is no longer the case (especially with the pace that today’s markets shifts).
Although, the premise hasn’t changed: you’re still promoting something to strangers in a targeted market to gain possible sales leads. But today, new methods include the use of e-mails, social networks, apps and other tools that are trending in 21st century tech. Telemarketing has only survived as a method because of the support they’ve given (and vice-versa).
Obviously this is because it’s still regarded now as an annoyance. Its associations with scams and frauds are stronger now compared to the old days when receiving solicitors on the company phone was still a norm. What is now known as B2B telemarketing today is simply the result of fixing the mistakes of the past and diversifying its role in other marketing processes like:
- Appointment Setting – This is regarded as both an intelligent use of telemarketers and a cost-effective way to generate new business. B2B organizations place a great deal of emphasis (as well as budget allocation) on appointment setting. There still isn’t any better way to close a sale than a chance to sit down with a prospect in a one-on-one meeting.
- Seminar Booking – Seminars do deliver results both for individuals and organizations. But no matter how good, it’s no good as long as attendees aren’t being booked. Using a telemarketing team to book your seminars means getting the good news out to people that could greatly benefit from attending.
- Following Up – Live calls have proven to be very powerful when making the most from direct mail or email marketing. That’s why they’re made to follow up after literature or sales enquiries, chase up interested parties, and converted those who may have otherwise remained undecided as they’re just stuck with a brochure.
- Market Research – One of the time-tested uses of telemarketing is market research (often used for product review and customer feedback). However, these days it can be used to cover a full range of both quantity and quality data collection. Using the latest integrated technology, telemarketing interviewers can handle everything from small executive level surveying to nationwide customer feedback.
- Database Cleansing – The information in your database quickly gets out of date. Today’s telemarketers to work through that data each day to correct, delete or amend the details of your prospects or existing customers. Keeping your data is up to date and accurate increases the success rate of your sales reps. Make your existing data work for you by purging useless existing data.
- Lead Generation – Generating leads means increased sales revenue and reduction to the amount it costs to close them. When you use telemarketers to generate your leads, you free up your sales teams to do what they are good at.
- Reselling – Telemarketing provides another successful route to improving sales by selling directly to those that are already using your products or services. Existing customers are much more easily converted because you don’t need to convince them of your expertise, reputation or benefits.
With spring comes spring cleaning. And it’s not just the home and office that needs cleaning out, the same applies to your current B2B marketing strategies.
“SEO is dead.”
“Telemarketing is dead.”
“Email is dead.”
“Direct marketing is dead.”
It sounds like a lot’s been ‘dead’ in the past few years.
Some marketers attribute this to changing customer behavior. Others think that advancing tech has killed several of these at once. Meanwhile there are those who just like to compare expenses and turn into an ROI debate.
And yet, one truth remains alive amidst all this supposed ‘death’: