In today’s digital world whenever we talk about B2B marketing, it is largely influenced by digital channels such as social media marketing and content marketing, however the point that gets missed in this discussion is the power of human interaction which still has a vital role it plays in building successful relationships with B2B buyers.

Last few years have changed the way business is conducted today. It was believed that the best way to strike a business deal was to meet face-to-face however that changed. And the reliance on digital channels increased. But are digital channels the next best approach to B2B marketing? Or are we missing the human interaction here. Can businesses leverage human interaction without a face-to-face meeting?

B2B telemarketing is the answer. It is a tried and tested marketing channel, with the ability to interact, influence and prospect interest in a way that digital channels can’t.

Identify Needs
It is fair to say that the business needs are guided by rational and objective factors; however behind those business needs are humans making decisions for the purchase. B2B telemarketing offers an opportunity to influence the buying decision.

Telemarketing can convey warmth, establish trust and build relationships. With a good understanding of the prospect’s business needs and in-depth knowledge of the offering, the telemarketer can show to the prospect how the offerings can effectively address their business needs. And in the process build trust and a positive relationship through active listening and interaction.

Two-way Dialogue
This point distinguishes telemarketing as most effective; besides being positive, respectful and warm, two-way dialogue with emotions enables telemarketers to engage the prospect, reflect on their response and provide them with well-thought answers. Thereby leaving the prospect much satisfied after being heard and offered a possibility to address their business need.

Emotional and Cultural Tone
Both emotional and cultural touch has a bearing on business’s buying decisions. Personalized interaction, listening to buyer’s business needs, preferences, showing empathy, and shared values help build trust and relationship. Telemarketers aim to build trust rather than rushing to sell with emotional phrases like ‘we understand’ and ‘we can help’. Businesses tend to go with culturally similar companies of such size, such clients, and who have solved similar business problems.

Persuasive tone
Objective of telemarketers is to further the buyer’s interest through persuasive tone. Having identified the need and understanding the challenges, telemarketers can persuasively move the buyer onto the next step thereby establishing credibility.

Feedback
One of the most important parts of telemarketing is to capture telemarketing feedback. Recording feedback of every interaction helps, as every prospect’s needs and priorities are different. Reviewing this feedback can either qualify prospects to the next step or may need another interaction before qualifying it to the next step.

Human interaction makes a difference!
Two-way human communication does make a huge difference even in an era where digital marketing is the buzzword. Implementing an effective telemarketing strategy at an early stage utilizing personal interaction to engage buyers, understand their needs, communicate values, connect emotionally and culturally, build trust & relationship, and obtain information that can influence and further help make a sale!

In case you wish to discuss how telemarketing can help your business or in case you are looking for a telemarketing company, please reach out to us at sg@marketinguerrilla.in

MarketinGuerrilla is a B2B marketing company with decades of experience in outbound marketing. Our telemarketing services are a proven method in a B2B arena to directly reach decision-makers. It is still undoubtedly one of the top methods to generate sales or interest, especially when implemented in parallel to digital marketing tactics.