Despite the notion that Telemarketing is a dinosaur that it is being replaced by email and social media, we find that many businesses (including our own) still rely on the telephone for lead generation purposes.
B2B Telemarketing and lead generating after all, has a very different dynamic than that of B2C. However, it is still difficult to get right. Getting it right has a lot to do with the decision-maker.
Doesn’t it drive you crazy when…
There isn’t a business owner out there that doesn’t give a cold call short shrift – who’s got the time? And doesn’t it always get your back up when –
- Someone you’ve never heard of says ‘Hi, how are you doing today?’ Seriously??
- They speak too quickly, rattling off a tonne of information leaving you feeling like you don’t know who they are, what they do or why they rang you.
- They assume you’re dying to spend money with them.
- They assume you’re a complete idiot and they’re here to save the day.
- They get a bit shirty when you close the call insisting you are not interested.
We’ve all been there, and sometimes we are still there. However, there is a better way, one that can help to make lead generation more successful.
6 Top Tips for Effective Telemarketing Calls
So here it is, sound, tried and tested advice in no particular order –
Know who you are talking to
It’s overlooked, but the more you know about the person you are talking to the better. What are their problems, obstacles and requirements? How does what you are offering to help them? But how to go about finding out? –
Targeted Data
By far the most effective use of your Telemarketing time is having good quality data. Data you can rely on to be clean and up-to-date. Data that you can closely target your audience with. This means that you know that you are going to be talking to the right person in the right industry about what you do.
‘Manners maketh man
Be courteous. Not curt, nor with saccharine platitudes. Just good old-fashioned manners. It will get you a lot further
‘What’s it all about Alfie?’
Don’t witter. What you are doing is passing on information that might be of benefit to the person you are talking to. So be informative but succinct. Believe in what you are talking about, know it inside out and how it advantages the person you are talking to.
Chill
The last thing you want to do is take up any more of their valuable time than is necessary, but speak slowly and clearly – it will take up less time in the long run, cause less irritation and might get you further.
‘It’s good to talk’
Lead generation is about starting a conversation, the first steps in any relationship. Always remember who you are talking to. What is there industry? What are their challenges? It also helps to be clear about what you wish to achieve from this conversation – their agreement for you to send further information or to set up a meeting.
The Bigger Picture
Having a lead nurturing strategy in place is key. When someone says ‘no’ it may not be definitive. Perhaps they might not need your product or service just at that moment, but that doesn’t mean they never will. If you have targeted data that puts you in contact with people who will at some point need you, it’s good to have a strategy in place that allows you to follow up with them without being a nuisance.
