Some people might be confused by the title and even those who have had lengthy experience in the telemarketing business might do a mental double-take themselves. However, this article will carefully elaborate how people can use telemarketers need not always be the one doing the selling.
First off, you should know that businesses always divide the products being sold into two categories: B2B and B2C. B2C products are the items and goods you see being advertised and bought by the general public. From basic necessities such as food and cleaning liquids, to luxury items like sports cars and television sets. This is the side of the marketplace that always gets the most exposure to the general public.
On the other hand, we have B2B. B2B products are created specifically for the aid and utilization of businesses themselves. A good example would be a supplier of construction vehicles for company building projects. Another would be ERP software for organized and streamline control over one’s entire enterprise.
For the purpose of this article, the focus will be upon B2B products.
Now lead generation companies who use telemarketing methods often, if not always, list appointment-setting as one of their main services. This means that they’ll be the ones finding interested prospect companies and ask their executives if they wish to set an appointment with their client. Using the information they have gathered from both their own database along with additional input with the firm outsourcing to them, they conduct a strictly controlled call campaign and make sure they don’t contact anyone but the most likely in need of the product in question. And when they find someone qualified, they do not try to sell the product to them. They merely get the two parties together. The sale is still up for the client to make.
If you want a clearer picture, take ERP software as an example. Say your firm also sells something like it. You strongly believe in your capacity to sell your product but find yourself too busy to ask around and see if people are interested in having a meeting with you. The software itself is under constant development and has guaranteed quality but you’re too busy maintaining that to create the right ERP leads. Furthermore, you also can’t stretch your resources and personnel to have your own in-house campaign.
This is where telemarketing comes in. You outsource to an appropriate and reputable firm and get them to fill your schedule. The pressure you put on them is not to make sales but to simply ask around if anyone’s interested.
Thus, it’s easy to say that (on the technical level at least) a telemarketer is not always a salesperson and is not always out to press people to buy something. In fact, there’s also another form called inbound telemarketing where they don’t even make the call. It’ll be the other way around. A prospect takes interest (be it from seeing an ad or from getting an email invitation) and calls for more details.
Even then, they need not necessarily try to sell the product itself but simply ask if they’d like to set an appointment.
So there you have it. Just because telemarketing is involved, it doesn’t always means you’re going to have people trying to sell your stuff on the telephone. On that note, if you run a B2B firm yourself and are afraid that using telemarketing will just take the task of making sales from you, contact a few telemarketers now and you’ll find that not all of them want to do that either.