B2B telemarketing - Are you wasting your money?

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B2B telemarketing: Are you wasting your money?

2Are you dialing for dollars or wasting your money with B2B telemarketing?

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 the 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 a former 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 B2B 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, or those who are burned out on being on the road. 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 BB 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?

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