Does Telemarketing still work?

Telemarketing is not simply aggressive, persistent cold-calling involving young, inexperienced staff. Used as a systematic B2B outbound marketing tool, it is extremely effective.

At this level, B2B telemarketing is a specialist skill, which is why, increasingly, many businesses are now outsourcing it to dedicated companies, who can conduct campaigns on their behalf.

Do People Hate Cold Calling?

No one likes to receive a pushy phone call, or one that’s irrelevant to them and their business, but decision-makers in business are aware that they must be open to ideas, through various communication channels. Many key business people want to keep their channels open, so will welcome the right kind of telemarketing call.

If the call is from someone who might be able to help them achieve their objectives, then they’re more likely to be interested, and if this call is about making an introduction, rather than selling, then engagement is much more likely.

The call can resonate, if it is to the right person, done in the right way. Cold calling is only cold if that is how it leaves the listener feeling. Similarly, skilled calling doesn’t mean being formulaic and speaking from a script, as this can actually harm relationship building due to a degree of inflexibility and genuine conversation.

The emphasis should be on creating a genuine dialogue, based on sound research, and asking questions over the phone sensitively. Crucially, it must involve listening, not just talking.

Are the Callers Inexperienced?

For B2B telemarketing to work, it requires the right calibre of person to be doing it. What differentiates a good telemarketer is the level of experience they have, and how they learn from their past experience to continuously improve the lead generation service they are offering to their clients.

Is it Too Aggressive?

Effective B2B appointment setting is not about steamrolling the buyer, using pushy techniques and closing hard.People have this image of the aggressive caller trying to close the deal, but aggressive tactics are almost always counter-productive. Rather, the emphasis should be on building a rapport and gaining the trust of the person on the other end of the line.

There’s no substitute for a genuine, two-way conversation, it works in life, and it works in business too. Investing time and effort into B2B telemarketing can bring real rewards, and set you apart from the competition.

To find out more about how a B2B telemarketing campaign could be an effective way of keeping your pipeline full of sales ready opportunities, call us today on 0161 504 0608, or click below to get in touch.

Zac Hancox