Part of the job as a telemarketer is to understand the person at the other end of the telephone line. It is only through familiarity and insight that telemarketers are able to converse genuinely, probe effectively, discuss business efficiently and generate leads frequently.
Just like B2C telemarketers spend hours of research and studies to find out what their customers like, B2B telemarketers must also make an effort to be “personally acquainted” with the desires of business prospects. In fact, B2B is even more complex.
It’s really important to know what types of marketing approaches piss them off so you could learn from them and make your efforts better.
What prospects don’t like
People who are not familiar with the telemarketing industry have a negative association to the word “telemarketer”. Even if it is in their best interest to hear what they have to say, they don’t want to be contacted by one. Rule number one: don’t act like a telemarketer.
Prospects also don’t like hearing how they should be excited about a product or service you’re offering, or want to be approached in a sales-like fashion. They don’t want to hear how awesome your business is and how many awards it has earned.
They appreciate if you can get straight to the point, but they don’t want to feel as if they are being used.
They don’t want to hear the word, ‘just.’ As in “I just need a couple minutes of your time….” Customers are smarter than that; they know there is more beyond the ‘just. They also don’t want to be bored to death by being asked a plethora of questions.
What they do like
Prospects appreciate sincerity and honesty.
Let them know what you have to say and why you think they would be a good candidate for hearing it. Treat them as people, not targets. Yes, you do want to make the sale, but never forget to treat the prospects with the respect they deserve.
Be a listener before you are a speaker. Learn of the prospect’s situation, match their information against that of your goods and services, and then inform them of a solution you have. They don’t want to buy your product because it’s the best; they want to hear why they need it.
Use a call to action for them to use. If they are interested, they will want to know what the next step is. Do not push them into making a rush decision; it is better to just show them the door.