B2B telemarketing companies are a professional marketing resource for organisations that need a steady and reliable pipeline of fresh new leads and appointments. Not only does this help generate lasting and exciting growth opportunities for the client, it’s also a good way to get the most from a company’s operational budget, by keeping expensive face to face sales people in front of the right prospects, instead of in the office making calls. More and more, the task of appointment setting has become a specialist service, much like payroll or HR on the basis that you’re probably only good at telemarketing, if, like B2B telemarketing companies you’re honing your skills all day every day.
One of the key success factors of skilled B2B telemarketing companies is that they’re good at finding the right potential buyers and getting their attention with intelligent two way dialog and then creating an appetite for them to meet. At that point, we generate the lead and pass it to the client organisation to service with a face to face meeting, virtual meeting, etc. One of our favourite ways of describing the difference between what B2B telemarketing companies do and what the client does is: ‘We sell the sizzle, you sell the sausage’. In other words, we take the call so far, and then seamlessly hand the relationship over.
More often than not, the sound and smell of a sausage sizzling in a pan is more appealing than the eating. It’s the aroma the cooking sausage makes that gets your juices flowing and your tummy rumbling, building anticipation and excitement. Transferring this idea to telemarketing, the ‘sizzle’ is the promise of something to come, while the sausage is the product or service itself. In order for a potential customer to buy the sausage, they first need to be enticed by the sizzle, and that’s the vital role played by the telemarketing piece, whether its outsourced or done in house.
How can you sell the sizzle?
When it comes to telemarketing, selling the sizzle means telling potential customers what your product or service can help them achieve. It’s not about the technical detail of a product, but about how it delivers a benefit for the buyer. The more exciting and interesting you can make these benefits, the better. Unlike consumers who might buy because they ‘like’ something, business buyers are generally only judging a product or service against four main factors: time, effort, money and security. By showing how a product or service delivers against one or more of these four factors, B2B telemarketing companies get potential customers excited enough to want to meet.
The theory behind this telemarketing concept is known as ‘benefit selling’. As Marketing Donut puts it “Successful selling requires you to show your customers how your product meets their needs. Highlighting your product’s benefits in quantifiable terms is more likely to result in a sale than simply describing its features. So a feature is simply a characteristic of your product or service, such as a kettle with a 2000-watt heating ring. In this case, the kettle can boil water in less than 60 seconds. So if a cafe owner can’t make tea fast enough, you need to tell them your rapid-boiling kettle will solve their problem and meet their need.” So, the first step, as ever, is to ask meaningful questions about your prospect’s needs.
In essence, the idea states that businesses don’t buy a product or service because of its features, they do so because of how these features will benefit them. By looking at the facts behind a product or service – its affordability, its innovation, its originality or its quality – and making these relevant to the business we’re speaking to, we’re able to get potential buyers excited about what our clients can deliver and then generate an appointment with them to explore further. Once decision makers are interested and enthused, it’s time for us to close by asking for a meeting and putting the ball in our client’s court.