17th Dec, 2021
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- Remote selling models on the back of digital acceleration and shift in consumer behaviour have thrown open infinite possibilities before telesales services for maximizing customer acquisition
- However, enterprise telesales strategy must be planned along each stage of buyer’s journey to ensure maximum engagement and conversions
- Some of the best-fit practices to maximize customer engagement includes pre-validating data, technology integration, flexible sales script to address pain points, and more
Telesales was the backbone of the B2B industry for long and delivered high conversions along with better ROI. But the advent of email marketing and social commerce rendered telesales as an ineffective inside sales model. It became secondary to a company’s approach of communicating with target customers. However, with the threat of the covid-19 pandemic looming large on businesses, buyers and sellers prefer the flexibility, adaptability, and convenience of a remote or somewhat hybrid model. According to a recent report, it is understood that only 20% of B2B buyers hope to return to in-person sales, even in sectors that were previously dominated by field sales companies.
Enterprises are now emphasizing on a remote and consultative approach for selling. With telemarketing team donning the “sales consultant” avatar, telesales services is now emerging from the shadow to acquire more leads and net new customer acquisition. Going forward in 2022, telesales will become an important B2B go-to-market strategy. Hence, to ensure tangible benefits, enterprises must club telesales services with their holistic customer acquisition strategy. Let’s unpack some of the best-fit practices to optimize outbound telemarketing strategies and ensure maximum customer acquisition:
Cleaning and updating the account lists
Companies often have huge sets of databases, but in the absence of tech-led data maintenance programs, they become susceptible to data decay. The first step is to do a thorough data validation cleaning of contact data and segment them. The next step is to enrich the old data with new contact information to make it relevant. This will give the sales team an accurate set of contact lists. It prevents wastage of time and resources on wrong prospects or contacting the right people multiple times, which might lead to spamming or blocking.
A Company’s lead pipeline consists of data obtained from different streams, which needs to be profiled and qualified to build a contactable account list. The probability of converting the prospects to customers increases by pre-qualifying the leads before sending them to the sales team. It also saves time and overheads of the sales team in convincing an uninterested prospect.
Embedding telesales in the overall buyer journey
In B2B marketing, it is fundamental to recalibrate the role of each channel to optimally leverage them in building a robust sales strategy. Telesales forms part of the overall performance marketing strategy for b2b demand generation. It must be seamlessly integrated along the customer experience journey for maximum engagement and MQL acquisition.
Additionally, at different stages of the buying cycle, telemarketing can either help speed up customer response, gather account level information, or obtain a follow-up.
Modern telesales processes must be seamlessly integrated into existing prospect and customer management systems. Technology systems like CRM or sales process automation collect and organize data from across all customer touchpoints. This provides telesales callers enough context about a particular customer when they make their calls. Start-to-end integration allows sales personnel to capture insights from the call back into the system. It also helps the telemarketing team in sending personalized content to the right prospects through other integrated mediums. Hence, telesales services become crucial to creating a sound omnichannel setup for amplifying customer acquisition.
Updating script with new information and customer pain points
After all the data optimization and technology implementation, it boils down to having a solid sales script for every individual prospect. A successful telesales program must find the right balance between scripted and non-scripted pitches. Every customer has a different pain point, and hence the pitch must be tailored to identify and address those pain points for maximum impact. A sales script should have some pre-made talking points, statistics, product information, etc. It is thus important to have a semi-flexible sales playbook for a more personalized and spontaneous conversation.
Gaining opt-in and following-up
While talking to a prospect, a salesperson must be proactive to request permission for email follow-ups with valuable and relevant information. These follow-ups are crucial to drive the conversation ahead and push the prospect down the sales funnel. Once a salesperson receives the consent for follow-up, they must move ahead in a way that is precise and relevant to the prospect’s needs. Having engaging and meaningful conversations through follow-ups strengthens the customer-seller relationship and lays a foundation for long-lasting engagement.
Feedbacks and quality assurance
Marketers should not just funnel leads to the sales team, rather make it a two-way pipeline. They need to consistently track what kind of leads are delivering the best results. They must engage continuously with their sales counterparts for lead quality and other details.
Another important process is to track the performance of the program. Sales and marketing teams should record the calls and analyze what works and what doesn’t. This will help conduct a quality check of calls and do course corrections as per the sales outcome.
Additionally, Read our blog “Industry-Proven Inbound Telemarketing Techniques to Increase Sales Prospects” to get deeper understanding about creating a sales-oriented telemarketing strategy.
The dwindling prospects of telesales as an effective inside sales strategy has found its alchemical elixir in the era of lockdown and restricted field movement. It transcends any physical boundaries allowing businesses to connect with even the remotest prospects. Telesales is unrivalled in its effectiveness to forge new connections and expand the bottom line. However, the speed and accuracy of a telesales program are paramount to driving business objectives further. Going forward, enterprises must strategically deploy their telesales services to cope with evolving market dynamics to achieve maximum success.