B2B Telemarketing Informs the Buying Decision
Having a clear and detailed understanding of the steps and stages companies must take to become potential clients and finally loyal customers is a crucial process sales and marketing personnel have to think through when crafting their company marketing strategy. Each of the sales steps you identified may have to be supported by a specific piece of content. B2B telemarketing can play a critical role in helping you move your contacts and guide them from a stage where they’re interested, to the step where they eventually sign a contract or make a purchase.
A recent cusotmerthink.com article highlights the phases that a client moves through before they make a decision and the ways that those phases can vary. In some of the graphics, the stages happen in a straight, orderly line. In others, the decision-making process more closely resembles a web.
The important wisdom to gain from these visuals is that though the process may look different, the main steps that your potential buyers move through before they make a decision to purchase from you or from one of your competitors is the same. At each stage of the process, your marketing efforts can help influence your potential buyer’s decision.
The focus of turning a contact into a customer involves not only lead generation, but lead nurturing through the use of B2B telemarketing. Take a look at these ways for using telemarketing as a way to move your leads through the engagement process:
B2B telemarketing helps you develop targeted content. Buyers are deep (up to 50-60 percent) into the buying cycle before making the first connection with vendors, suppliers or service providers. A simple phone conversation helps you identify where your contact is in the decision-making process. You can learn about timing and schedule as well as budget availability. You can also discover if you will be working with a team of people or a sole decision maker making the final recommendations. It’s important that your content at this point is not introductory, but instead deals with specific challenges and problems that your lead deals with in their jobs.
Telemarketing can help you refine how you distribute content to potential buyers in each stage of the engagement cycle. For instance, you may be able to craft specific white papers, case studies, videos, infographics or product demonstrations that speak directly to the kinds of topics that might appeal to a potential buyer that is gathering initial information about different purchasing options. As they progress through their decision, you’ll have content available for each stage.
B2B telemarketing allows you to directly address any concerns or reservations. When you’re having personal contact with your potential buyer, you can find out what hesitations they may have about doing business with your company, or about the product or service you sell. You can address this during the phone call, or by providing the appropriate content to answer concerns.
When it’s time to incorporate telemarketing into your marketing strategy, call on our specialists at Blue Valley Telemarketing. We can help you evaluate the distinct phases your potential buyers progress through on their way to a decision, and then work with you to develop appropriate marketing action items for each stage of the process.