Today I received a B2B telemarketing call that really irritated me. I am usually very nice to B2B telemarketers. But, today I had to get short with one who did so many things wrong.
First, he never asked me if this was a good time to talk. It was not a good time to talk, but he just went on trying to sell me something. Then he used industry lingo - lingo that is so new that I had to stop him to explain what all the abbreviations were. Then to top it off, he talked too fast while he was explaining new technology to me. I had no time to stop and think about it. He never checked for my understanding, or even if I was his target market (i.e. qualified me). Finally, when I had to tell him numerous times this was not a good time to talk, he kept going on. At one point I even told him I was not his target market, but he still tried to sell to me.
If you are a B2B company, telemarketing can be a good tactic in your marketing plan. However, there are some tips you should utlilize to make a better experience for your prospect.
- Before you begin a calling campaign, identify your target market and the purpose of the intial call.
- Develop a script or outline that gets you quickly to the purpose of the call.
- Your introduction is key. Identify your self, the company you are with and the purpose of your call. Immediately follow up with, "Is this a good time to talk?" or "Have I reached you at a good time to talk?" If the person says you have reached them at a bad time, apologize and ask when a better time would be to call back.
- Qualify the caller up front - make sure they are your target market so you don't waste your time or theirs.
- Do not use unfamiliar industry lingo.
- Have a clear call to action at the end of your call - close for the next logical step.
B2B telemarketing can be very effective when done correctly.
