Producing productive business relationships from completely cold contacts is one of the most exciting skills a sales professional can acquire. It takes skill, diplomacy, and practice and can be a challenge even for the best telemarketers. However, as the impact of cultivating strong business relationships is so positive, it’s well worth the effort. A really successful method of B2B lead generation is cold calling by phone. But as one of the most feared methods of marketing, it’s one that is often avoided or outsourced completely. So, could capturing some of the thinking behind outsourced telemarketing help your team? Here’s what Blue Donkey says about creating calls that sizzle.
B2B lead generation needs a long term view
If you really want to cultivate a warm relationship from a cold call, you may need to begin by changing the objective of your calls completely. Often, telemarketers are tasked with getting an appointment, a sale, or achieving another tangible goal from each call. Though this may hit short term targets, it’s less likely enduring business relationships will develop from these targeted sales calls. Instead, try to make the relationship the focus of your B2B lead generation. Think about how your team can really engage the people they speak to in a two-way conversation. They should aim to build a connection, and develop a level of trust. If you can do this, you’ll be well on your way to creating a meaningful business relationship.
Instead of simply talking at the contact, or giving a presentation, try to turn each conversation into a two-way conversation. Making an effort to engage the person you’re speaking to will show you’re genuinely interested in what they have to say. That way your B2B lead generation activities will demonstrate to potential buyers that they’re more than just another contact.
An open question is a great way to start a conversation in a B2B lead generation call. Instead of asking questions that can be answered with a simple yes/no, ask a question that requires thought. These questions usually begin with keywords. They include words like who, what, when, why, and how. And the tone that they are used with will also help. This question should give you an insight into the needs of the business and prompt what you say next. The information you supply about your product should relate specifically to what was said in answer to your open question.
In general, people buy from people they like and companies that can help them. For your B2B lead generation to work, you must get the contact talking about their needs and requirements. Once you’ve done this, you’re able to demonstrate how the product or service you’re offering could make their life easier. It will show you care about their company and that you’re really listening.
A carefully profiled list and an intelligent approach are much more likely to yield results from your B2B lead generation. Ideally, the list will have been specially organised for the size and type of business that will need the products or services you’re offering. As ever, do make sure your telemarketing is adopting a position of not just compliance, but best practice. This means checking your data against the preference services. According to Marketscan when it comes to your B2B telemarketing campaigns, TPS and CTPS are two terms that you need to be familiar with. The Telephone Preference Service and Corporate Telephone Preference Service are opt-out registers for both consumers and businesses that do not want to be targeted over the phone by marketers.
If you think your marketing could benefit from professional B2B lead generation, we can help. Get in touch with Blue Donkey to find out more.