B2B telemarketing can be tricky, but like anything, practice makes perfect. This marketing communication is often witness to the same mistakes, however, with the correct preparation, natural communication and close monitoring of results your B2B telemarketing success can soar. There are multiple areas mistakes are made throughout telemarketing campaigns, our blog highlights how you can easily avoid these and conduct a smooth-running campaign.
Preparation
As usual, preparation is the key to your campaign’s success. Without preparation, you are going into the campaign/ call blind. Before a call it is imperative that you research your prospect and their brand, the more knowledge you acquire the better equipped you will be, increasing your opportunity for qualified lead generation. By researching your prospect and their brand you will gain an understanding of their needs and wants. This understanding will help you effectively convey how your product can bring value to their business.
A mistake often made when developing a B2B telemarketing campaign is the failure to differentiate your strategy to each audience. Working on a three-stage funnel allows you to ensure you effectively target your prospects at the correct time.
Step one – top of the funnel: presenting your company and product to your prospects
Step two – middle of the funnel: Prospects are aware of your business and products, have conducted their research. This audience are keen on learning more about your offering.
Step three – bottom of the funnel: These prospects are ready to convert, so ensure you’re equipped and ready.
Data cleansing is crucial. Keeping your data up-to-date improves your opportunity of better-qualified leads as continuous data cleansing guarantees your sales pipeline is filled with prospects who meet your desired criteria. This also ensures uninterested prospects are not being contacted.
Communication
On occasion, inexperienced B2B telemarketers can feel anxious when approaching new prospects, unfortunately, this can encourage some to read entirely off a script – a huge don’t. This prevents the conversation from flowing naturally, leading to prospects being uncomfortable. By leaving space to manoeuvre on your script you allow your conversation to be tailored to suit your prospect, encouraging successful appointment setting.
Don’t be disheartened by rejections. An array of key learnings can be taken from rejections, from demonstrating areas for improvement to industries to eliminate from your strategy. These can be used to alter current campaigns and also be carried through to future campaigns.
Results
Lead generation is the goal. In order to achieve this goal it is important you don’t solely focus on generating leads and you provide your prospects with opportunities throughout the call to interact and potentially purchase. Multiple placements of call to actions during each call will provide adequate chances for lead generation.
Don’t base decisions around one set of results. By implementing split testing you can alter factors which contribute to your prospects’ buying decisions. This will allow you to determine which factors achieve the best results and which factors incur the worst – providing better opportunities to close a sale.
Conclusion
Like any campaign, it is essential to prepare before going live. Strong preparation increases your chance of qualifying leads throughout your campaigns as you can approach prospects with confidence and knowledge. This confidence will allow you to effectively communicate your products value propositions, assisting with appointment setting. Key learnings can be taken from every call and carried into the future, leading to campaign success. As businesses innovate and prospects change split testing becomes crucial. By actively avoiding our outlined mistakes you can ensure your campaign achieves success.
The Lead Generation Company
To know more about B2B Lead Generation and sales techniques along with our products and services, contact us today on 0333 344 3470, email: info@theleadgenerationcompany.co.uk
