The Climb – How Telesales Can Take You to the Top
It’s easy to think of B2B telesales in terms of the types of poor practice undertaken by some B2C marketers – cold-calling customers without checking if the product or service is relevant to them, sometimes without even knowing their name, and so on.
But it is simply not worth embarking on a B2B telesales campaign until you have done the groundwork, and for that reason alone, widespread cold-calling is not something you see in the B2B space.
Instead, campaigns are built on strategy and research: prospects can be given quality scores, so you know from the outset of a call how likely it is that you can seal the deal; calls are made to named individuals, not just to the same number used for general customer services; and a good operator never, ever gets stressed or snappy.
Getting Through the Gate
The first challenge on a sales call is getting past the ‘gatekeeper’, the receptionist or secretary who fields calls before putting them through to the boss.
Again, there is no value in getting snappy here, and a good call operator will always be polite – it’s surprising how many times the secretary is the one holding the keys to the company coffers.
Stairway to Heaven
Once the call is put through, it’s time to start taking steps towards closing the deal.
This requires a softly softly approach – it’s not an all-out sprint to make a sale. Instead, a good strategy works towards milestones, arranges future meetings, offers product or service trials, and each positive action that is achieved is a success.
If the journey breaks down at any point, a flexible strategy will always have a backup plan – leave some literature with the prospect, add their address to your catalogue distribution list, or get a recommendation of a new prospect to consider approaching – so that the time invested has not gone to waste.
Alternatively, the journey might not break down – and once every step of the strategy is completed, you are left standing strong at the snowy peak of Mount Conversion, with one more new client in your back pocket.