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Business-to-Business Telemarketing: Wasting Your Money?

Are you dialing for dollars or wasting your money with telemarketing?

Business-to-business telemarketingUnfortunately, most of what B2B marketers call “telemarketing” simply doesn’t work.

Why? Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals:

Scenario A: Forced Labor

They grab a couple of unlucky administrative assistants, salespeople or interns, put them on they phone with old leads and pray. The unmotivated crew manages to fill their time “getting organized.”

Scenario B: Garbage In, Garbage Out

The marketer Googles for an outsourced business-to-business telemarketing company, and eager to start, sends and old call list or worse, a list of all area businesses. The telemarketing company hires some temps, changes an ex-client’s script, and tells the newly hired business-to-business telemarketing reps, “Start calling.”

Not surprisingly, both scenarios are recipes for disaster.

Of course, you’re experienced and have the skill and knowledge necessary to recognize when a prospect’s needs are a good fit for your services. But you’ve got more important things to do.

So if you’re serious about using B-to-B telemarketing to quickly generate qualified leads:

Hire your own top-notch telemarketers.

Look for people who like being on the phone, understand that rejection is part of the process, have lots of experience calling your types of customers and can knowledgeably discuss the situations and applications your services fit best. (Hint: Consider ex-salespeople who now have kids and want to work part-time and without traveling. Or go after retirees who have realized they’d like to work part-time.) Then give them well-targeted and up-to-date lists of prospects to call.

Hire a top-notch B2B telemarketing company.

Look for a company with a proven track record of calling into the same industries and the same titles as you will want them to be calling on your behalf. Thoroughly check references and insist that the BtoB telemarketing company assign experienced callers to your project. Then both you and the firm must invest time and effort in creating call guidelines (rather than a verbatim script) and training callers on the unique aspects of your business and your prospects. Finally, give the callers a well-targeted list of prospects to call, and have them start dialing.

The acid test for success in either case: How would you feel if you received that telemarketing call?

 

For the full version of this article, please visit:
Business-to-business telemarketing: Dialing for dollars or wasting your money?

Also: Make your telemarketing efforts take off. Find out more about my telemarketing lead generation consulting services.

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