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Business-to-Business Telemarketing: Dump the Script and Get Results
Why Your Script Doesn’t Work If you’re not getting results from your business-to-business telemarketing calls, it’s time to throw out the script. It might sound scary because your script is your crutch. It makes you feel completely comfortable that you’ll know exactly what to say when you get on the phone. But while your crutch helps you walk more smoothly through the call, if you’re not succeeding, you’re walking in the wrong direction. How can a perfectly crafted script lead to poor results?
Proven Listening Techniques for Awesome  B2B Telemarketing
“The only way on earth to influence other people is to talk about what they want and show them how to get it,” said Dale Carnegie in How to Win Friends and Influence People. Since business development is all about influence, that’s a statement worth etching into your mind. But first, how do you know what other people want to talk about? Ask questions and listen. So, listening is a critical skill for all business-to-business telemarketers. It enables them to understand a prospect’s situation and respond with relevant questions and insightful answers. And because we lose the ability to use body language on the phone, listening is even more important on the phone than during an in-person sales call. When you listen, you can more easily empathize with a prospect. Also, when you listen, you demonstrate respect, enhancing the chances for business collaboration, problem solving and developing a win-win situation.
Are You Reaching Executive-Level Decision Makers Too Late?
When building your lead generation system, remember that the early bird gets the worm…and the first salesperson involved in the executive’s decision-making process likely gets the sale. It’s all about “first-mover advantage.” First-Mover Advantage Leads to Market Dominance The theory of “first-mover advantage” asserts that the company that is first to enter a market gains a substantial advantage over potential competitors. Think of eBay, for example, the first company to offer online auctions. They defined a new market space and became the leader. There are, of course, associated risks of a first-mover strategy. If you don’t meet market needs effectively, another company can seize your idea, perfect it, and commandeer “your” market.

How to Create a World-Class B2B Call Center

Written by Thursday, 31 July 2014 00:00
How to Create a World-Class B2B Call Center
A marketing manager, Susan, was doing a stellar job with her online and offline marketing campaigns, generating leads by the bucketful. As soon as she received them, she passed them over to the sales manager to distribute among the sales force, expecting to receive praise and thanks for her outstanding efforts. But she heard nothing. Complete silence. Eventually, she stormed into the sales manager’s office and asked, “What’s going on? Aren’t the sales people happy with the leads? Why aren’t they out there closing the deals?”

How to Calculate and Maximize B2B Event ROI

Written by Monday, 07 July 2014 00:00
How to Calculate and Maximize B2B Event ROI
The Danger of Data-Deprived Decisions for Event Marketing Picture this. It’s the late 90s. A friend comes up to a wealthy businessman, John, at a summer barbeque, smiling broadly. He has started a new business. It’s a search engine that helps people to find what they need on the Internet. He’s just registered a crazy name for it, Google, tells John it’s going to make a lot of money and asks if he’ll invest $100,000 in it. The friend doesn’t tell John how he plans to spend the money, how this Google thing is going to generate a profit or how much money John could potentially make. John apologetically tells his friend that he cannot offer his support, not knowing he’s missing out on a money-making opportunity. While this story of loss is fictional, it illustrates data-deprived decision-making which is what is happening to many B2B events today. Marketing and…