DMA Portland Presents How To Be Successful with B2B Telemarketing

Successful B2B telemarketing is different than marketing to consumers and requires greater skill. Getting past the gatekeeper is the first challenge that you have to face. In order to get to the person you want to speak to, you have to go through this individual to get there. Calling businesses usually means you want to talk with the decision maker. Basically, all the difference in the world will come from the message that you craft.

If you want to be effective with your B2B telemarketing calls, you have to relax before you make them. The reason you want to relax is that it will help you relax. This way, you won't have to hide your stress. The person at the other end of the phone will be aware of your tension. Your responses to people will be different. They will notice an audible change in your voice. If you feel this way, you will not respond with a positive or confident voice. Instead, breathe slowly, and think about each thing that you say, and do so in a positive way. Also, when you begin talking, smile just like you would when talking to a friend.

You will find extensive advice on bypassing the gatekeeper when it comes to B2B calls. Some people think the best way is to avoid telling the truth about your motives, in other words to tell lies regarding why you are calling. It's your call whether you tell the truth or not.

For example, one approach is to say that the person you are calling knows about you. Obviously, the first thing an experienced gatekeeper will do is to question the person. Of course, the answer will be that they don't know you and then you will have to answer because you will be busted.

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If you're not happy about using a script during your B2B telemarketing campaigns, consider putting some guidelines into play. For such an important phone call, ad libbing crucial points isn't a good idea. If you don't feel you can do this, hire someone to do it for you. Your message must have a lean and efficient structure that delivers the important points. For example, you need to know when it's right to mention your product or services main benefits. Your information then has to be delivered in the best possible way over the phone.

You might want to test the approach with a script and one without, if you are aware of the argument regarding their use. If you decide against using a script, you need to be cautious, despite the fact that there are no rules set in stone about its usage or lack thereof. If you opt for this approach, only do so if you have really good verbal skills and are an excellent marketer. And you'll have a harder time finding people who are good enough to do unscripted B2B telemarketing. That's why a loose set of guidelines is the minimum you should have.