The best telemarketers have a clear sense of what they need to do for effective b2b lead generation to happen. It starts with finding the right key buyers, engaging them in a two-way conversation using open questions, uncovering a need that they can fulfil, and closing for an appointment or desirable next step. Understanding the psychology behind these steps can help you to improve the quality of your calls and give your telemarketing the best possible outcomes.
Open questions for b2b lead generation are ones that can’t be answered with a simple yes, no or single response. Open questions usually begin with the words Who, What, When, Why, or How. Closed questions are usually answered with a yes or no and typically used to gather particular items of information rather than paint broad pictures. Closed questions have their place in telemarketing but they are usually used to confirm or move the conversation to the next stage of action.
Open questions, on the other hand, require more design and thought. They often need more than simple or single sentence responses, so they are the perfect means by which b2b lead generation professionals can get a potential buyer involved and talking. Understanding exactly how an open question can impact a conversation and benefit a call can help you and your team to get more from sales and marketing campaigns. If you’ve ever been in therapy, you have probably noticed that your therapist asks lots of open questions designed to get you to offload, and according to the top 5 health publisher Verywell, the principle of asking open-ended questions versus close-ended questions can be used by anyone trying to get a conversation going.
Since open questions can’t be answered with a yes or know, they are great ways to uncover information about a business, its needs, and what’s important to decision makers in that business at that time. By beginning a call with an open question, telemarketers enable two-way dialog that helps provide a valuable opportunity to find out where they may be able to meet the needs and requirements of the buyer. It can also help the telemarketer to begin to build rapport with the prospect and create a beneficial business relationship.
When you ask an open question, it shows that you’re interested in finding out more about the person you’re speaking to. Rather than just ticking facts off a list or rushing the conversation towards a sale, you’re taking the time to really get to grips with the specific needs of the company you’re connecting with. As well as helping your conversation to get off on the right foot, this can also help your telemarketing call to stand out from the crowd, and unlike the transactional nature of selling to consumers, the most successful organisations selling to business know that b2b lead generation is all about relationships.
If you need help and advice on b2b lead generation or improving the quality of your telemarketing calls, we can help. Contact a member of our team today to find out more.