The Great B2B Telemarketing Debate: Script or No Script?

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The Great B2B Telemarketing Debate: Script or No Script?

For as long as telemarketers have been making B2B calls, the debate over whether or not it is better to have a script has been raging. Unfortunately, there will probably never be a clear cut winner of this debate.

Those who tout the importance of scripts will tell you that a quality script is built around a specific target audience and allows telemarketers to get their marketing message out during each and every call. The key they say is to make sure that B2B scripts are consistent; get the same message across; help the target audience to solve a specific problem; and are built around key points that can referred back to again and again.

Proponents of B2B telemarketing scripts say the most effective scripts have the following elements:

  • The telemarketer establishes his or her credentials at the beginning of the call.
  • A value proposition is established in clear and simple terms. This involves letting the person on the other end know that you understand their problem and are currently helping people solve that same problem.
  • A closing paragraph that allows a telemarketer to reinforce the value proposition, using a few points that resonate well with customers.

Even those who believe that a telemarketing script is essential to high value B2B calls acknowledge the necessity of sometimes going off script. In such cases, however, it is important to have scripted answers for the most common questions that may lead off script. They do not advise going into significant detail about a particular product or service, however, since this is the job of the salesperson who will receive this lead once it is fully qualified.

Those who believe that scripts are unnecessary cite the following:

  1. Scripts are too formal and telemarketers are unable to sound natural when reading
    from scripts
  2. It is difficult to build rapport using a script
  3. Scripts lead to lower value outcomes
  4. Scripts always signal a sales pitch which puts people off
  5. Unexpected questions cause scripts to fall apart
  6. Telemarketers work best when they can be flexible and are not bound to a script

Proponents of script-free B2B telemarketing will tell you that calls need a compelling introduction that scripts simply do not allow. They also say that the key to high value sales through telemarketing is the result of a conversational approach which involves active listening. They add that telemarketers have a harder time responding to questions when using a script.

No matter what your thoughts about using a script for your B2B telemarketing calls, it is essential to measure the results of all of your calls—scripted or unscripted. Only then will you know what is resonating with prospects.

B2B vs. B2C Lead Generation

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B2B vs. B2C Lead Generation

When it comes to lead generation, many companies fail to make the important distinction between B2B and B2C clients. While it’s common mistake, it’s also a costly one.

Even though both are technically customers, forging relationships with individuals and companies involve different approaches. In order to ensure that you are connecting with your B2B and B2C prospects in the right way, it is vital that you understand the differences between the two. What follows are some of most significant differences between B2B and B2C customers and how that effects your lead generation efforts:

Length of the sales cycle: The B2B sales cycle is usually much longer than the B2C cycle. Therefore, more time and effort will need to be devoted to B2B lead generation efforts. B2C purchases tend to be quicker and do not usually involve long-term contracts.

Audience: B2C lead generation is directed at a broad audience because of the volume of people you are targeting. B2B lead generation efforts, on the other hand, are focused on a smaller pool of decision makers so need a more personal and targeted approach.

Purchase habits: B2C customers will do a great deal of research before making a major purchase so they will want to read lots of content and have access to product information and reviews. B2B customers respond better to promotions or offers that hit them when their contract with a competitor ends or during specific purchasing phases.

Decision factors: B2C lead generation works to build personal relationships so that when a customer decides to make a purchase, they know who they can trust. They also are more focused on price since they are spending their own money. When it comes to prices, B2B customers and prospects will take for granted you are giving them the best possible deal.

Response to telemarketing: Sales calls are expected in the world of B2B lead generation. B2C clients are less responsive to sales calls so it is important to tread carefully. Asking for permission via social media, for example, can help B2C customers and prospects be more responsive to sales calls.

Product knowledge: B2B lead generation efforts often involve answering very specific product questions so it is vital that B2B marketers know their product inside and out. B2C marketers also need to answer questions but these questions are usually less in-depth.

When it comes to lead generation, your marketing approach must be tailored to your particular prospect. Understanding the subtle differences between B2B and B2C customers will go a long way toward making your lead generation efforts successful.

The Importance of Knowing How to Work a List

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The Importance of Knowing How to Work a List

Working a list for appointment setting purposes is not the most glamourous task but that doesn’t mean it isn’t vital to your bottom line. Working a list can be particularly daunting when it seems you have been making call after call with no results.

Of course, results ultimately do come. This is why people continue to work lists even when they can see no light at the end of the tunnel.

The fact is, after you have made what seems like endless calls, appointments start to fill in. So why does it take so long? It has to do with taking the necessary steps to create a funnel effect that gathers the best prospects together in one place. These steps include:

  1. Zoning in on decision makers
  2. Determining whether or not that decision maker should be pursued
  3. Warming up that lead

One of the biggest pitfalls to avoid when it comes to working a list is skipping steps to make the process shorter. This is never the right thing to do. Rather, the best appointment setters will always do the hard work necessary to make sure that they identify the decision makers who are ultimately most likely to convert into a sale.

Working a list is often best left to a professional telemarketing firm. This is because professional, experienced appointment setters always make sure they take the appropriate amount of time when cultivating a lead. They also will not give up too soon.

The right telemarketing firm also will make sure that they document every piece of information so that they have the facts about why a prospect is or is not worth pursuing. They also won’t give up in the face of adversity. If the phone number for a lead always goes to voicemail, or no one answers at all, they don’t just throw out the lead. Instead, a little detective work is in order. These professionals also know how to interact with leads once they are able to get them on the line. They are able to engage the person in the most appropriate way, taking into account different personalities.

Lists must also be constantly sorted into cold, warm and hot categories. The most experienced telemarketers understand the fluidity of such labels. A cold lead can quickly turn warm and vice versa.

Like anything else in life—and in business—persistence pays off. By the same token, giving up too early can do irrevocable damage.

Sales and Lead Generation are Just Two of the Ways Telemarketing Can Benefit Businesses

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Sales and Lead Generation are Just Two of the Ways Telemarketing Can Benefit Businesses

Telemarketing is an excellent way to grow your business while making it more efficient and profitable. After all, while digital marketing seems to get most of the attention these days, nothing can replace the importance of talking with customers and prospects and establishing a relationships built on personal interaction.

If you are looking to integrate more telemarketing into your business development strategy so that it goes beyond selling and lead generation, we have some suggestions for how to do just that:

  • Appointment setting is one of the best ways that companies can generate new business. There is no better way to sit down, in person, with a client to close a sale. Appointments are the way to make sure that these sit-downs happen.
  • Connecting with previous customers who have not purchased from you lately increases the chances of reactivating these customers. What’s best, information on these customers is already in your database so you don’t have to start cold.
  • Following up with leads is critical to making sales. Once a customer or prospect has had the opportunity to learn about your product or services through a direct mail piece, for example, a follow up call can help seal the deal.
  • Market research does more than just gather customer feedbacks and reviews. It allows you to gather the type of data that can be used for a number of important tasks, including how to best target prospects for your next marketing campaign. Further, marketing research conducted over the phone saves a great deal of money because you are able to gather information from people all over the country from a central location.
  • Seminar booking assures that seats at the seminars you hold are filled. Telemarketing offers an excellent way to make sure that your seminars are booked with the type of people that will respond to what you have to say. This task is particularly important because when your seminars are not well-attended, it doesn’t look good for your business or brand.

Telemarketing offers endless possibilities for businesses looking to grow. While selling and lead generation are two outstanding and proven ways telemarketing can work for your business, there are countless other ways to use this resource, as well.