13th Apr, 2021
Marcom, , Designation
- Read this blog If your enterprise is planning to scale inbound telesales services
- See some of the challenges that you might encounter
- Gain insights into inbound telemarketing techniques for real-world results
Inbound telemarketing reverses the whole business-customer chase, and it facilitates sales teams to close deals more easily. In contrast to traditional outbound telemarketing strategies, inbound B2B telemarketing strategies rely more on the user to take initiative and are far less intrusive. As the customers are already interested in the purchase, they are less likely to feel inconvenienced. Instead, they actively participate in a conversation, and if sales reps get control over the discussion, closing deals can be pretty straightforward. Although inbound telemarketing services are beneficial, reaching the ideal customer requires tact.
Challenges associated with inbound telemarketing
It is tempting to think that starting a telemarketing campaign is all about explaining the product features to customers. However, this isn’t the case. Here are some beefs that businesses are bound to come across while running an inbound B2B telesales services or campaigns:
- How will the customers call? This is the frontline issue of every inbound B2B telemarketing campaign. While companies insanely keep crafting ideas to lure customers, they forget about how customers will reach them.
- The devil is in the data. Data dilemma is one of the most common issues that telemarketing or telesales teams face. Marketers that attempt to build their sales structure on outdated and unstable data are more prone to be washed away as the sales tide rush in. Almost 98% of inbound calls fail to sell a product due to the lack of customer buying preferences. Sellers struggle with the wrong customer picture and so they fail to convince them on inbound calls.
- Inbound telemarketing teams face the problem to raise the right pitch. Sellers lack the buyer data and so they fail to layer up their USP for different leads and provide tailored solutions. The best pitch discusses three aspects: Problems, solutions and benefits. Because of the lack of real-time intent data, sellers fail to identify the problem, and provide a customized solution that highlights their product benefits.
- Sales are visual, while calls aren’t. Inbound telesales agents fail to visualize sales, and that’s why callers get distracted. Once calls get side-lined and the customers lose interest, the sales process becomes more intricate.
Visualizing sales becomes difficult when sellers don’t identify the real demand in the market. Businesses keep layering on targeting at the account level and forget about finding where the biggest chunk of demand lies.
Ways to rise above these challenges:
Nowadays, sellers are overwhelmed with increasing customer expectations. Enterprises that want to shorten their telesales services cycle and improve conversions must integrate best practices in their B2B topography. Having said that, here are some stellar inbound B2B telemarketing techniques that can provide consistent results in terms of sales.
#1 Constant-follow-ups for driving the customers in
The thumb rule of a successful inbound telemarketing campaign is finding out how the buyers will call. One sure-fire way of engaging buyers is frequent follow-ups. Enterprises can use first-party and third party data for profiling info and understanding customer behaviour. Ordinary sales teams should transcend into intent-informed sales teams and start monitoring the online activity of target accounts while following the data compliances. Then they should try to engage customers accordingly, until they get back for business.
#2 Gathering solid data across all touchpoints
If the data quality and data volume are as solid as a rock, the B2B telesales engine will be resilient and sturdy. A conversation builds up when call reps have accurate data. They can play the numbers game and throw light on some stats and work out what floats the prospect’s boat. Using intent data can help enterprises to know customer behaviour and define personas for making their telemarketing campaigns full proof.
Smart database marketers refine their database with whitespace discovery to clearly outline customer preferences and purchase propensity. The segmenting mechanism forms a brilliant mesh to catalogue customers into acquired prospects, leads, active prospects and suspects. Ranking buyers based on their engagement level eliminates the waste of dealing with inactive accounts and saves marketing time and resources.
#3 Raise a full-proof pitch
Enterprises can harness the power of intent data to sharpen their sales pitch. Sales teams should do their homework on customer behaviour and customer interest and deploy data-driven sales intelligence to make sales cycles fast & smooth. Sales intelligence enables industry experts in segmenting sales pitches for different demands. To do so, marketers can also use lead scoring to rank MQLs and prioritize leads. Then sellers can target potential prospects with a higher lead score that can save them several frustrating hours.
#4 Visualize the purchase
If prospects are able to picture how the purchase is going to benefit them, most of the sales heavy-lifting is done. Inbound calls fail because telesales teams fail to ignite the interest for the product in the minds of potential prospects. Salespersons should work out what the customers want and then address their needs by providing customized solutions. This might seem difficult, but it isn’t as hectic as it seems. There are also sales training procedures for the same that gears sales force towards sales engagement.
Read this Infographic — Know how sales training improves the bottom-line
To visualize the purchase, gaining a sheer understanding of the buyer personas is necessary. Personas cloak real demand required for modern demand gen engines these days. Therefore, savvy B2B telesales teams are diversifying their ABM list for better accuracy by integrating account personas in the sales cycle.
The bottom line
A successful telesales strategy requires marketers and sellers to work together for creating a telemarketing master plan. The telemarketing blueprint should define how long a telemarketing campaign will run, when to start and what budget must be allocated for different elements. Inbound B2B telemarketing revolves around identifying and implementing current, complete, and common data. Unlike outbound marketing where sellers have to call the prospects and convince them, inbound marketing involves just engaging the prospects. It is considerably easy, but only if the right customer data is available. Hence, organizations must leverage the levers for modernizing their database and avoid common pitfalls while driving customer engagement.
Don’t forget to read this blog: How to Build a Marketing Database and Configure it for Success in 2021 & Beyond?
Need a hand with your telemarketing campaign? Drop us a line at www.denave.com and let the experts handle your telesales campaign.