By Belinda Summers
No matter how you scrape every marketing blog in the world for information, you won’t find anything that lays out, step by step, how to make a B2B telemarketing call flow. Chances are you’re only going to find articles with tips on how to develop one, but not exactly how to make one, and that’s because there’s no universal call flow.
And this post will not attempt to make one, either.
B2B lead generation is a complex task that usually involves unique goals – some businesses do it to gather data, some do it to convert leads to customers, and others do it so they could cater to their clientele better. That is why call flows differ from each other.
But looking at its very basics, a call flow is just a guide to a telemarketer-prospect conversation. There may not be a standard formula, but there are core objectives that all marketers could agree with. These are the 3 most important objectives of a telemarketing call flow:
It must deliver consequential information to the prospect. First of all, telemarketing calls do not go straight to the selling part. Prospects first need to build a foundation of information about your business’s products and services. This phase is important so that all their general questions and uncertainties can be addressed before the process proceeds to the next levels. If the call flow does not aid in the delivery of meaningful information to the prospect, there’s a possibility that the latter phases would be unsystematic.
It must facilitate in the collection of essential prospect data. Telemarketing is a B2B lead generation tool, and as the term implies, it is basically a data-gathering mechanism. While the bottom line is always to have prospects agree to a potential business partnership, the other function is to collect as much valuable information as possible, so in the event that the conversation didn’t end in a closed deal, a business has at least collected pertinent pipeline data that can be used in the future. Therefore, a good flow must allow a telemarketer to achieve this goal.
It must encourage a cordial, amiable course of conversation. We may be living in the age of information technology, but that doesn’t mean telemarketers can now forget about their basic social instincts. Relationships still do matter in the business world, and they have to start somewhere – in this case, within a telephone call.
This content originally appeared at Marketing Appointment Setting Blog.