| ign="center"> | | | | their issues and problems. A telemarketing project |
| Out of all marketing methods ever conceived, | | | | that lacks the human aspect is bound for failure. |
| there is one that is known for its notoriety and | | | | The value of the organization's image in its |
| power to invoke negative feelings, and that is | | | | business relationships must be top of mind for a |
| telemarketing. All too often, sales calls or | | | | company that is contemplating to launch a |
| solicitation calls are replied with a resounding NO | | | | telemarketing campaign. The organization's |
| from an irate secretary or gatekeeper, or a | | | | business principles should always be taken into |
| deafening, slamming sound of a telephone being | | | | account in any kind of B2B cold-calling project. |
| hung up. For telemarketers, being put through to | | | | There are key steps to help companies improve |
| a voice mail is more subtle, but is equivalent to | | | | current relationships or create new ones: |
| saying We're not interested. | | | | 1. Establish objectives. It is important to know |
| In the realm of business-to-business marketing, | | | | what the purpose of the campaign is - to enhance |
| telemarketing has constantly been questioned and | | | | customer relationships or acquire more leads. |
| debated on. Is it still a practicable way to reach | | | | Identifying the purpose of the project and |
| out to customers? While most people will say NO, | | | | creating a clear-cut campaign description keep the |
| the answer is yes, but only if executed with | | | | telemarketing effort moving into the right |
| caution, professionalism, and a broad | | | | direction. |
| understanding of business-customer relationships. | | | | 2. Develop a well-targeted list. It is extremely |
| Responsible telemarketing is good telemarketing. | | | | helpful to engage the services of companies that |
| Business relationships are one of the major | | | | specialize in business list development than just |
| factors that determine the failure or success of | | | | ripping a page off directories. Contacting |
| any outbound B2B campaign. An ATA (American | | | | customers and prospects from a well-targeted list |
| Teleservices Association) spokesperson reported | | | | has a greater chance of success. |
| that in higher-end outbound campaigns, success | | | | 3. Utilize script and call guides. This entails providing |
| rate is as high as 25% and in most cases. The | | | | the company name, reason for the call and |
| quality of human interaction is a deciding factor. | | | | obtaining permission to proceed with the call. |
| Skill sets and personality traits both play significant | | | | Some prospects tend to say NO to the request |
| roles in achieving B2B outbound calling success. It | | | | to continue but keep in mind that the objective is |
| is essential for the caller to be enthusiastic, | | | | to cultivate or create a business relationship, not |
| empathic, have genuine interest in the prospect, | | | | hinder it. If the prospect or customer on the |
| and be able to listen actively and handle rejection | | | | other end of the line refuses to proceed with the |
| effectively. The telemarketer should also have the | | | | call or declines for whatever reason, the |
| skills needed to deliver the campaign message | | | | telemarketer has to show courtesy and respect. |
| efficiently, negotiate, organize and manage time | | | | If the person is busy, the salesperson can politely |
| and stress. | | | | ask when it is better to call back. The call guide |
| For SMEs, telephone marketing can be | | | | has to be pliable, open for modifications and |
| cost-effective and productive, and for these | | | | includes questions to address the prospect or |
| reasons, small to medium size businesses | | | | customer's interests and concerns. |
| integrate telemarketing in their business | | | | 4. Measure outcome and manage data. Success |
| development efforts to generate leads, set | | | | can be evaluated through a comprehensive |
| appointments, conduct market researches, | | | | analysis of results. This includes a number of |
| strengthen their inside sales force and improve | | | | different factors such as customer response |
| customer relationships. | | | | reviews, call recordings and constant assessment |
| While telemarketing technology has been proven | | | | of the existing and potential customer profiles. |
| to be both valuable and sophisticated these days, | | | | Human interaction in B2B telemarketing should not |
| it does not complete the picture of success. It still | | | | only mean speaking with a live person or throwing |
| boils down to the human interaction that speaking | | | | questions forth. Companies should execute |
| with a human being gives. Company owners and | | | | goal-oriented outbound calling campaigns with the |
| executives still prefer to conduct business with a | | | | ultimate purpose of building long-lasting and |
| LIVE person who understands and recognizes | | | | successful business relationships. |