3 Reasons Why Companies that Sell Products Should Engage in B2B Telemarketing

B2B telemarketing for products


In 2009 JMS Elite had its first opportunity to work with a client from the product industry that sells complex instruments to manufacturing and labs.


Up until that point, the vast majority of our clients were those selling business software and consulting services.


After nine years of success in that market, we were eager to apply our proven methodologies of B2B telemarketing for the product industry and signed on to represent Zeiss Metrology. The results were impressive.



We quickly learned that companies that sell products should engage in B2B Telemarketing. Businesses that sell high-ticket, complex products, instrumentation, and machinery, can benefit greatly when they engage in these types of efforts.


3 Reasons to Engage B2B Telemarketing for the Product Industry

1. Answering the Call

Prospects in the product industry are more likely to pick up the phone and take your call.


In our experience, when our callers were reaching out to key decision makers in the product industry, the phone was answered at a rate two to three times higher than when calling to a line of business prospects for software solutions and services.


The result? A dramatic increase in the lead volume for our clients, leading to increased sales and a higher ROI.



Traditionally, companies that sell machinery, instruments, and other high-ticket equipment have not used the phone as a part of their sales model. They typically like their sales reps or rep organizations to be hands-on, visiting with prospects on site or on the shop floor.



As a result, prospects are less likely to be bombarded with sales calls and are more likely to answer the phone and have a conversation about their current needs.



Being able to reach prospects in the product industry using proven B2B cold calling methods,  means gaining access to and engaging with many key decision makers in a timely manner. The result is filling the sales pipeline with qualified leads quickly.


2. Products are Straightforward

In contrast to software and business solutions and services, products tend to require less background and education for the prospect.



Even with complex and high-end products such as industrial equipment, medical equipment, lasers, and lab instruments the conversation is straightforward and tends to focus on need.


Instead of educating a prospect on a software solution new to the industry, you are more than likely probing about a need for a product about which they are already aware or perhaps already use.



The result is a shorter sales cycle and a success rate two and three times that of other methodologies.


Meaningful Interactions Download

3. B2B Cold Calling Covers More Ground

The traditional sales model that is preferred by the product industry relies heavily on sales reps being on the shop floor of a prospect’s business.



There is a tendency to believe sales reps need to be on site to sell a product or understand the needs of a prospect.  



In fact, a simple phone call to the right person at the right level, by a professional caller has proven very effective, providing an excellent ROI and an opportunity to qualify more leads in a given time-frame.



If a company has a prospect list numbering in the hundreds, or even thousands, there’s no better way to approach them, methodically and more quickly, than to pick up the phone and talk to somebody to find out what’s going on in that organization.



A sales rep simply cannot cover the same amount of ground that can be covered by a professional B2B cold calling program.


“JMS Elite uses a much more thorough process than other lead generation firms we have engaged; they really dig in and find the right decision makers who are product ready. Across our marketing programs, JMS Elite delivers the highest ROI.”

John Lewis, Carl Zeiss Metrology, LLC



Our results have convinced us that there is a tremendous opportunity for companies that sell products to benefit from B2B lead generation and telemarketing sales.



If you represent a company that sells high-ticket, complex products, equipment, or supply chain solutions visit our services and industry pages to learn more about our proven methodologies, as well as what our customers have to say about our professional callers and positive ROI.


If you have questions or are unsure if this method of B2B lead generation could be successful for you, please contact me and we can discuss the possibilities.





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Editor’s note: This article, originally published in 2017, has been edited and updated in 2019.