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


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 to 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 Why B2B Telemarketing works 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 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.



Simply gaining access to, and engaging with, key prospects means a higher probability of filling the sales pipeline with qualified leads.


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 straight forward 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.



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, is very effective.



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 telemarketing 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


Meaningful Interactions In B2B Lead Generation and Telemarketing


Our results have convinced us that there is tremendous opportunity for companies that sell products to benefit from B2B Telemarketing sales.



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


Want to meet in person?

We’ll be at PACK EXPO in Las Vegas September 25-27, 2017 and we’d love to discuss your sales pipeline challenges.


Not in Las Vegas this month? Visit our website for more information and a full list of our upcoming events. And we’re always happy to discuss your sales pipeline needs and JMS Elite capabilities on the phone at 440-943-9200.


Principal/Co-Founder of JMS Elite
Jim Scaparotti has more than 20 years of experience providing executive leadership for sales, lead generation and outsourced telesales services. Jim specializes in helping B2B enterprises find their next sales opportunities.