B2B telemarketing is an effective lead generation method where prospects are reached and qualified through sales calls.
The B2B environment requires a thoughtful, nuanced approach best executed by experienced professionals rather than what may be typically thought of as classic telemarketing.
B2B telemarketing is performed at a high level, where experienced callers are seeking to engage in meaningful interactions with key decision makers.
B2B telemarketers do not use “scripts” per se and instead bring subject matter expertise and internalized messaging to each call, an absolute requirement for complex, high-ticket business solutions.
They initiate conversations with the goal of having a dialogue that uncovers a prospect’s business challenges to determine if there is a good fit with the solution they represent.
It’s a high-level process with high-value results.
What is B2B Telemarketing? What are the goals of a high-level B2B telemarketing call?
Connect with the Prospect
A meaningful conversation requires a decision-maker on the other end of the line.
How do you reach that key person at a prospective company?
A good list is of utmost importance. Targeting the right companies and the most senior decision-makers and buyers is critical. There are usually multiple entry points within a company which require the ability to formulate messaging that will resonate with the listener.
B2B telemarketers focus on the highest-level decision-makers, but are also ready to engage with people at other levels if they don’t immediately find an audience with the identified target executive.
Uncover Business Pains and Challenges
The goal should be to connect with a decision maker and then engage in meaningful peer-to-peer conversations that uncover pain points and business needs.
When you approach a call prepared with industry vertical knowledge, and pair that with an ability to listen closely to a prospect’s goals and challenges, you’ll create the atmosphere needed for your prospect to open up about their business needs and challenges.
Executives will share information with people they perceive as peers. However, it’s your job as the B2B telemarketer to resist the urge to share a solution too quickly without first understanding that organization’s business needs.
Offer a Solution That Fits
After you’ve listened, and determined that your solution is a good fit for the prospect’s needs, you can begin to discuss what you have to offer, including how it has helped others with similar needs.
Find common ground with your prospect, and tailor your responses to fit in with what you have just learned.
This is why there is no place for scripted conversations in B2B telemarketing; to be successful, your conversation has to be fluid and based on information the prospect is revealing.
This high-level interaction will not only help qualify the lead, it will establish a relationship that will carry them through what may be a long sales cycle to a closed deal.
B2B Telemarketing in the Digital World
The digital world provides a wide variety of marketing options for your business; new channels seem to be available on a daily basis.
In the B2B market, a focused conversation with a peer where solutions can be discussed is still an extremely effective method for uncovering business opportunities.
Complex, high-ticket sales require business relationships to be formed and sustained throughout an extended sales-cycle, but they have to begin somewhere.
That first call, if executed professionally, can be the first step in an effective sales process.
Qualifying leads at the start with a real conversation at a business level is proven time and again as a solid beginning to those relationships.
Learn why B2B Telemarketing provides a positive ROI – Leveraging JMS Elite Lead Generation Services to Make Headway in a Niche Market.
Do you have questions about B2B telemarketing? Please leave us a note on our contact form or give us a call 440-923-9200.