Trends in Business-to-Business CALLMarketing
By Mark Dickinson, Dragon Direct Marketing

The business-to-business CALLMarketing (a phrase replacing the dreaded moniker of telemarketing) industry is stronger than ever, but we should look at what has made it possible.

There are a couple of trends that have contributed to the industry's success. Businesses are becoming more receptive to purchases, and budgets have become more open. Perhaps these trends are due to larger revenues and more risk-savvy senior executives. Whatever the case, there has never been a better time to incorporate CALLMarketing into your overall marketing strategy.

CALLMarketing can be a powerful tool, but only when utilized properly. It allows businesses to reach a vast number of prospects quickly to potentially generate leads. But CALLMarketing has become more challenging than ever before. From voicemail "walls" and E-mail Spam to the ripple effect of "Do Not Call" lists, it's tough to get heard.

Barriers to "warm" leads

Telemarketers who are attempting to get a business message across about a product or service in order to potentially collect leads must understand how to reach the gatekeepers. Their mission is twofold. They must first physically reach the gatekeepers and second, engage them enough to get their message heard. In order to understand what makes for successful CALLMarketing, we must first discuss some of the "barriers" to reaching a potential customer.

Let's start with voicemail, otherwise known as "the wall" to telemarketers. Because it's automated, voicemail has several advantages to the business and their customers, which is why they use it. For example, many businesses use automated voicemail service, which allows their customers to make transactions at any hour of the day. Businesses that use a voicemail system are able to provide detailed information to callers instead of employing someone to answer the phone and provide information. For businesses, voicemail is a filter that eliminates human interaction, which can interrupt an employee's day. Certain companies, such as the telephone and cable companies, utilize touch-tone or voice-activated troubleshooting voicemail. Most important, voicemail allows companies to maximize technology and streamline staff, which ultimately lowers their operating costs.

E-mail is another CALLMarketing challenge. It's good for businesses when workers use and respond to E-mail (as opposed to using the telephone), because workers are not interrupted during their day and they have the advantage of responding to queries or problems when it is most convenient for them. E-mail eliminates any "unnecessary exchange" between people inside and outside of the company. E-mail Spam is a tremendous problem, but E-mail filters and other blockers keep most of the "junk" mail out. Technology, in this case E-mail, enables companies to streamline processes so employees may accomplish more in less time.

Although the "Do Not Call" list is advantageous to folks at home who do not wish to receive phone calls from telemarketers, it doesn't apply to businesses. Unfortunately, business-to-business telemarketers have difficulty engaging the business gatekeeper who conveys the "Do Not Call" attitude from home into the business environment.

Although these barriers are difficult to circumvent, it's not impossible. Businesses use voicemail as a way to ensure productivity and reduce daily interruptions. Telemarketers need to get beyond this "protective" wall and determine exactly who is the company's decision maker and go straight to that person through the company's operator or directory. The same rules are applied when using E-mail. First, determine who is the decision maker and be very clear about your identity and the reason why you are contacting them. Since Spam has become pervasive, use your full name, including your middle initial, to set your message apart from the others. Getting around the backlash of "Do Not Call" requires a lot of tact. Business people simply have to realize that business-to-business CALLMarketing is fair game because one company is pitching to another, thereby making the playing field level.

Now that we know the barriers and trends, we need to hone our approach for CALLMarketing success. There are several points to consider.

First, be courteous to your prospect. Essentially, you are interrupting their day, so be sure your CALLMarketing message is crafted well and right to the point. Give your prospect some credit - make your message smarter and less commercial. When you are speaking with a decision maker, have a business-focused conversation where you do twenty percent of the talking. This enables you to gather information and intelligence about the prospect, which is key to gaining an appointment and turning that prospect into a qualified sales lead.

The law of three

When pitching a business prospect, follow the law of three. Tell them your name, company and the nature of your business in three quick points. Then ask if you can have the time to speak with them. This will get your foot in the door. If they don't have the time, it gives you an opportunity to ask for a more convenient day and time to call again. Or, because you have kindly asked their permission, your prospect will more often than not take that few minutes to speak with you.

CALLMarketing is perhaps one of the most powerful, cost-effective ways to market your business. In most CALLMarketing campaigns, one to two telemarketers are needed for a daily, eight-hour shift over a period of approximately four weeks. During the campaign, your telemarketers are able to obtain immediate feedback and response. At the end of the campaign, you will have gained valuable information that can be analyzed in addition to numerous sales leads.

Stop talking and listen

Remember, CALLMarketing is an interactive marketing medium. Open budgets and receptive audiences make lead generation somewhat easier, but essentially, telemarketers still have to know how to pack that CALLMarketing "one-two punch" for optimal results. Engage those gatekeepers in conversation, listen to them, and find out what they are all about. Then tell them how you may be able to assist. Integrate your message with key questions that lead your prospect forward and turn them into a genuine sales lead.

Editor's Note: Mark Dickinson is the Chief Operations and Sales Officer at Dragon Direct Marketing, Inc. based in Acton, MA. He is a 30-year veteran of the industry, and his expertise in building complex lead-generation programs as well as CALLMarketing (a phrase they have coined replacing the dreaded moniker of telemarketing) and creative sales campaigns has earned the business of many marquis clients over the years including AAA, CitiBanks, Sun Trust, Travelers Group, Surebridge, Advantage Boston and numerous others. For more information, visit Dragon DM’s website at www.DragonDM.com, email info@dragondm.com or contact (978) 264-0660.

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