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Chris Bell

The Role of Modern Business-to-Business Telemarketing



There is no doubt that we currently live within the digital age. This has caused some to believe that traditional business-to-business telemarketing has become a thing of the past. Nothing could be further from the truth. The role of this type of client engagement is just as important as it ever was. In order for use to appreciate how telemarketing still impacts the internal operations of many firms, it is wise to examine its main benefits.

Building Organic Customer Relationships

Every sales professional is aware that building solid relationships with the client is just as important as the quality of the product being marketed (1). While modern technological applications such as automated emails and chat “bots” might offer efficiency, the fact of the matter is that even the most advanced forms of artificial intelligence will never be able to replace the human voice.

A Wider Target Audience

While in-house sales calls always serve a purpose, businesses are often looking for methods to connect with as wide of a demographic as possible. This is another one of the distinct advantages of a typical telemarketing campaign. The addition of VoIP systems and similar technology allows marketers and sales professionals to speak with individuals from around the world with crystal-clear clarity. This helps to streamline the sales pipeline and if performed properly, increased revenue generation is the end result.

The Right People for the Right Job

The concept of B2B telemarketing is slightly different when compared to B2C methods. Business-to-business sales are often much more concerned about the “bottom line”, contractual agreements and long-term commitments. In other words, a one-off sale is normally not the main goal. This is why effective firms will hire professionals who have been specifically trained to thrive within such an environment. The trade-offs are higher profit margins and a more successful company.

Long-Term Relationships

Client loyalty is of particular concern within such a fickle modern business world. Once a customer makes a commitment, he or she should remain loyal over the years. B2B services will once again play a critical role in this situation. By speaking to a human on the other end of the line, it is easy to establish an interpersonal rapport. Questions can be addressed, problems will be dealt with quickly and everyone will benefit.

Quality Lead Generation Techniques

Not only is cold calling illegal, but the fact of the matter is that it rarely generates quantifiable results. Many telemarketing organisations include lead generation as a segment of their standard services. They will take into account factors such as location, industry, purchasing power and existing competition. As a result, a bespoke sales template can be formatted. This increases efficiency and heightens the chances that sales will be made.

Choosing the Right Firm

Not all telemarketing services have been created equally. There are several hallmarks of a trustworthy provider. These include:

  • The ability to choose from different pricing packages.
  • Quick implementation within existing in-house systems.
  • Live customer support if required.
  • Positive reviews from previous users.

This is why it is crucial to only work with firms that can boast a solid reputation. When every call counts, these variables should always be accounted for.