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Category: Blog

Where does telemarketing fit into the sales cycle?

Posted on by Doug Roots

So, you’ve started considering telemarketing? Or maybe you haven’t yet started to consider it but, you have heard competitors within your market are doing telemarketing and a couple of your business contacts have talked about it too. Perhaps you recognise that there may be some value in looking into this avenue as part of your sales and marketing activity but you’re wondering where it fits in your sales cycle and how you can justify it?

Naturally, when sales and marketing activity is executed together as an integrated process you are likely to see an increase in leads, especially the highly relevant leads which are easier to convert. There are now opportunities to integrate telemarketing within the whole sales funnel; starting from the awareness stage, right through to the evaluation stage.

But where does it fit?

The awareness stage

At the very start of a sales cycle we need to scope out the market, starting with data and market research so you and your target market can become aware of each other. Telemarketing can play an important role in data cleansing; checking your data lists are accurate, up to date and receptive to your offering. This process is extremely helpful in helping you shape your offering, your marketing campaigns and your approach to these leads. Without getting this process right, your lead generation can be far more time consuming and far less successful.

Adding value stage

During the sales cycle telemarketing compliments the nurturing marketing activity as a very effective touch point. It can be argued that telemarketing is one of the fastest lead generation tactics to identify and close leads. Having that human conversation to understand where someone is in the buying cycle, how you can help them and being able to easily answer their questions is something that will set you apart. As all these conversations are likely to be recorded (we record all of our calls), this is all extra data that can be documented to profile your customers, helping both your marketing and sales teams.

Follow-up stage

Follow up calls are a final important aspect of your sales cycle, that for many businesses are not conducted because they are delighted to have won the business and they are now running off to chase the next win. But if we truly complete the cycle, our new customer is perfectly placed to give us feedback on the process they have just experienced. This helps us not only shape this experience for future customers, but it also adds further value to your customers experience as they have a platform to discuss any concerns, or issues they may have.

So, if you’re considering if telemarketing could help your sales cycle in some way, the likely answer is yes. It can help in so many different aspects of the sales cycle, we’d be surprised if it didn’t compliment your current sales or marketing activity.

Reaching customers is easy – but delivering the right message is getting harder

Posted on by Doug Roots

The digital space is full of noise – tv adverts, Google adverts, social media adverts, emails all trying to target you using the cookies collected from your online browsing. Many of these online efforts with general messages end up as nothing more than an annoyance to consumers because it’s almost impossible for them to address specific issues or problems facing a customer.

For years, we have been bombarded with generic sales messages and brand information which has accumulated to make noise. The digital space now offers more affordable marketing than the traditional tv, radio and magazine advertising – so more companies jump on the bandwagon and before we know it, we are drowning in noise with no clear message.

We have more tools than ever at our disposal to create specific targeted messages but for some, marketing still seems to be a bit of a hit and miss affair. The saying “If you throw enough mud at the wall, some of it will stick” rings true here.

Buyers can now find all the information they need online, so the methods that sales people use for presenting their value proposition must change.

This is easier said than done, and the inability to communicate value messages is one of the biggest inhibitors to attracting new customers and achieving sales success.

Modern day buyers are only interested in how a product can benefit them.

The features of a product might be interesting, but if it’s not going to provide a direct benefit and help them achieve their desired outcomes, then they’re simply not interested. In a world where consumers have all the information they need at their fingertips, selling has become harder than ever.

Value messaging needs to change to keep up with this evolution of the buyer. Selling a product is no longer about the product. It’s all about the buyer.

Making a purchase is now a journey that involves emotions, feelings, goals and solutions. And a salesperson can only facilitate this journey if they know their customer well. They need to have conversations and truly get to the heart of their problems.

Sales message dynamics

Value messages need to follow a process that changes and meanders with the customer’s buying journey. There is a definite beginning, middle and end in the sales process, and salespeople need to help customers understand their own challenges (because often they don’t) and provide a solution that will achieve a desired result. A proper conversation with a customer opens the lines of communication and can address a problem the customer wasn’t even aware they had.

Creating new business

The inability to communicate value messages effectively not only inhibits sales success, but also impedes the ability to attract new leads and clients and expand existing ones into more valuable clients. This makes sales messaging even more important when it comes to successful business.

Customer-centric messaging

It’s imperative that sales people know how to plan, construct and present their messages effectively. We need to focus more on the customers’ pain points and explain the value they will get from the product. This is where personalised, one-on-one sales techniques make a difference.

What’s the best way to begin the process of communicating value messages that will ensure that the right people sit up and listen? Attract, train and retain exceptional salespeople.

Great salespeople engage prospects and build trust. While many lead generation methods and sales processes involve online communication methods, salespeople provide what digital marketing can’t – a human connection and an ongoing relationship.

Are you looking to reap the benefits that outsourced business development assistance can provide? Outsourcing your telemarketing to Air allows boosted revenue through successful campaigns, with our average return being £18 for every £1 our clients invest. To find out more about how we could help you open the conversation with your customers and deliver the right message get in touch on 0345 241 3038.

Is there still a place for telemarketing within your digital focused marketing mix?

Posted on by Doug Roots

For those sales and marketing teams who have focused their effort and budget solely on digital channels, it may seem like telemarketing is an old forgotten art no longer needed. But this isn’t the case. Telemarketing proves to be a very effective tool when used as part of your integrated marketing mix – assisting you to close more B2B sales than you might think.

Assisting not replacing marketing activity

Integrating marketing activity is where you will see results. In the past, telemarketing was used to speak to as many prospects as possible, generating as many leads as possible, in many cases no matter the quality. Today this simply doesn’t work.

Combining marketing activity across different user touchpoints has proved to be more effective in converting leads and closing deals compared to using just a single channel. With the increasing use of email campaigns, junk mail is common – how can you guarantee your email will be read or even opened. If your email is read, can you be sure if the user understood it, found it relevant or even slightly considered your product/service – can you guarantee that they would get in touch with you to talk more?

This is where telemarketing can have an impact. Following up on emails, nurturing a customer through the journey provides a very real touchpoint with your customer. Understanding their views on the product/service, apprehensions, questions, or reasons why it wouldn’t be suitable. This very personal interaction opens up the conversation, provides you insight into your market and nurtures relationships which may not convert immediately but will build the pipeline for the future.

Where to start?

Data and your message is going to be the most important place to start. Refined data gets you to the right person quicker, saving time and, therefore, money which will see you make more of your investment. Once you reach that person its all about the message. But making sure that the message is joined up across your marketing mix is vital. Your email campaign should have the same message as you are intending to discuss on the call with them, this repetition of a core message will resonate with prospects giving more brand clarity.

Feel like you need some help? Air Marketing Group is an outsourced B2B telemarketing agency providing a full range of lead generation, appointment setting, telemarketing, call centre and customer service solutions to companies around the UK. Outsourcing your telemarketing to Air allows boosted revenue through successful campaigns. Effective B2B telemarketing is all about ROI: Our average return is £18 for every £1 our clients invest.

Our clients have benefited from our experience and the Air process, take a look at some of our case studies here to see for yourself.

To find out more about how we can help with your business development process, contact us on 0345 241 3038.

5 ways to improve your business development process

Posted on by Doug Roots

Business development strategies are crucial for helping businesses to grow, expand, and reach the next level.

Effective business development is one of the fastest ways to grow your business but it can also be one of the most time consuming as it often requires focus, planning, stamina, and resources. However, when done right, your business development processes can have a huge impact on your growth, your revenue, and your company’s future.

Here are 5 ways to improve your business development process:

Effective market research

Market research plays a vital part in any business development process, helping you to understand your current market position and determine where it is going.

Carry out research into your industry, your geographical area, and the market segment you are targeting. Telemarketing is a great tool for this.

Research contracts, bids, and opportunities for co-operation with other companies – this can help you to increase your revenue channels.

Subscribe to industry-related databases, forums, and blogs. These can be hugely valuable, providing detailed information about projects within your sector. This can save you time when collecting information and reduce your market intelligence efforts.

Focus on your client’s needs

Rather than focusing your business development process on what you’re offering, focus instead on what your client needs, listen carefully to the client’s individual requirements and preferences. If you listen carefully you should then be able to modify your own pitch to match their requirements. This, in turn, should increase client satisfaction rates.

Prioritise client satisfaction

A dissatisfied client could damage your company’s reputation as a whole.

With this in mind, client satisfaction is key for effective business development and should always be your priority. If a problem or issue arises, you need to fix it as quickly and effectively as possible.

Don’t let relationships go cold

As well as providing a good service to your clients, it’s also important to maintain relationships. After all, studies have shown that retained clients spend, on average, 67% more than new customers.

Make it part of your business development process to engage with your clients periodically. Set up Google Alerts for your clients so you know what’s happening in their world or share useful content with them when you come across it. You could even send notes on special occasions, such as birthdays and anniversaries.

Ensure to connect with your clients on LinkedIn and other social media platforms.

Innovate

Innovation is key when it comes to beating your competition. After all, if you offer your clients something unique, there’s a high probability that they will do business with you.

What more can you do with your services? Is there a part of what you offer that needs something extra in order to increase sales? Perhaps you need to integrate services into packages?

Continue to innovate and improve your business development process to benefit your clients and consequently your sales pipeline.

If you’d like to understand how we can help with your business development process, contact us on 0345 241 3038 or get in touch today.

Why telemarketing should be part of your 2018 sales strategy

Posted on by Doug Roots

At the start of the New Year, many of us take the opportunity to re-evaluate our business processes and sales strategies.

When you’re putting together your sales strategy for 2018, telemarketing is definitely something you should consider. With so many new technologies and tools available, it’s easy to overlook the traditional telemarketing approach, but taking this route can play a significant role in your sales strategy. In fact, it’s one of the fastest growing forms of direct marketing today.

Here are 8 reasons why telemarketing should be part of your 2018 strategy:

It’s cost-effective

Telemarketing can be a cost-effective method of selling your business, particularly in comparison to other sales methods. Although there is a common theory that it’s expensive and that costs within telemarketing aren’t easy to control, it actually provides a seriously powerful return on investment. After all, what more should you expect from a marketing channel that connects with individual prospects one on one?

We speak more about the cost of hiring in-house versus outsourcing here.

It’s convenient

Telemarketing is a convenient sales tool, for both you and your customers. This allows you to bring your product or service directly to them, without having to travel and take on the expenses involved.

Unlike other sales strategies, such as email and direct marketing, your customers will be able to ask questions directly and have an immediate conversation, rather than waiting around for replies.

It’s versatile

Telemarketing can be used within a whole host of sales applications. Ranging from appointment setting, lead generation, and follow up, right through to event promotions, re-activation, and market research – telemarketing is incredibly versatile.

Immediate contact

Unlike other methods of contact, the telephone is immediate and attention-grabbing. With technology today your potential customers are available almost 24/7.

High conversion rates

When implemented correctly, telemarketing is known to deliver high conversion rates, particularly of course where there is a focus on quality rather than quantity.

On-going engagement

As well as reaching out to new leads, telemarketing is also a great way to engage with existing customers. Staying in contact with your customers gives you an opportunity to find out more about their needs and build a better, on-going relationship with them, whilst also allowing you to upsell other products and services that they might benefit from.

Expand your business

A further advantage of telemarketing is that it allows you to expand your business by selling to customers in other areas, both locally and nationally. Opportunities to expand are therefore endless, giving you a chance to hone in on your target audience, whatever the area.
Immediate feedback

Telemarketing allows you to obtain instant feedback from your customers about your product or service. This, in turn, allows you to immediately start working on ways to improve your business.

As well as being a great sales tool, telemarketing is also an ideal way to ask your customers if there is anything else that you can be doing for them.

So, there you have it, 8 valuable reasons why telemarketing should be part of your sales strategy in 2018.

If you have any questions, do not hesitate to get in touch, or call us on 0345 241 3038.

Tips for B2B cold calling

Posted on by Doug Roots

In today’s increasingly digital world, businesses are finding themselves with ever more outbound marketing and sales tools at their disposal.

However, when it comes to generating new leads and converting those leads to paying customers, it’s important not to overlook the classic cold calling technique.

Check out our top tips for B2B cold calling:

Target

First things first, if you want to optimise the success of your cold calling campaign, you need to ensure that you’re speaking to the right people.

Although it can be tempting to Google your target companies and start dialling, this approach is unlikely to be effective. Instead, seek out the right contacts at the right level, ideally the direct line of someone who has the power to make decisions on what you have to offer.

The more you find out about your potential customers, the better understanding you’ll have of their wants and needs.

Preparation is key

When it comes to B2B cold calling, preparation is key. Before you even think about picking up the phone, make sure that you have all of the information you need to hand and that you’re well versed on the subject you’re going to discuss.

You should also prepare for objections. By putting yourself in your prospect’s shoes and anticipating their potential concerns, you’ll be able to reframe the conversation in order to put them at ease and present a solution to their hesitations before they even have a chance to vocalise them.

First impressions count

The first 15 seconds of a cold call is the most important. This is your one and only opportunity to make a good first impression and to engage with the person on the other end of the phone.

So, prepare a strong opening statement that will appeal to your prospect and won’t give them a reason to end your call before you’ve even had the chance to make your pitch.

Tone of voice

When you’re calling potential B2B customers, it’s not just about what you say – your tone of voice can make or break the call.

Think about it, what busy decision maker is going to want to spend their time speaking to someone who isn’t sure of what they’re talking about, or someone that sounds off? No matter how unsure and self-conscious you are about making the call, make sure your voice sounds cool, calm, and collected, without verging into arrogant.

The ideal tone for cold calling is one that is warm yet business-like and curious yet straight to the point.

Focus

No matter how many potential customers you speak to in a day, it’s important that you give each and every one of them your undivided attention. Although it’s easy to get distracted when you’ve already had the same conversation multiple times that day, never lose focus and never try to multi-task.

Don’t give up!

No matter how much of a cold calling pro you are, it’s unlikely that every call will successfully result in a sale and those calls that do generate a lead can take months to close.

To find out more about how we can help you optimise your B2B cold calling results, give us a call on 0345 241 3038 or get in touch.

5 ways to get past the gatekeeper

Posted on by Doug Roots

If you’re involved in telemarketing or sales, you’ll almost certainly have encountered the ‘gatekeeper’.

Tasked with preventing people from accessing the key decision maker, the Gatekeeper is usually a personal assistant, secretary, receptionist, or switchboard operator who will ensure that only a select few callers will make it through.

With this in mind, the first challenge of any successful call or pitch is to get past the gatekeeper, allowing you to reach the all-important decision maker. Of course, that’s easier said than done!

Here are our top 5 ways to get past the gatekeeper:

Treat them with respect

Although they might not be decision makers, Gatekeepers are typically respected individuals within their firm. With this in mind, it is important that you treat them with the respect they deserve and express your gratitude for the help or information they provide you. This will also keep you in their good books so you will stand more chance of getting through to the decision maker next time you call.

It’s understandable that you might become frustrated if they are trying to stop you getting through to the person you really want to speak to, but don’t take this frustration out on them – they’re only doing their job and the last thing you want is to end up on a blacklist!

Build a rapport

As well as respecting the Gatekeeper, you should also try to build a rapport. Rather than trying to push past them as though they’re nothing more than an automated system, focus on building a positive relationship with them.

For example, as soon as you learn their name, be sure to write it down and start addressing them by that name every time you call.

Sound senior

Within any business, those in management roles can be treated differently by other employees. If someone believes you are important or high up within an organisation, they may think twice about putting the phone down.

So speak slowly and articulately, keep calm and relaxed, and never divulge more details than necessary. If the Gatekeeper senses that you have a senior position, they won’t risk offending or insulting you by probing into your reasons for calling too deeply.

Don’t sell

The Gatekeeper has no power to make a decision regarding the products or services you’re trying to sell. And, to be honest, they’re probably not interested in your sales pitch. So don’t waste your time, or theirs, trying to deliver your sales pitch.

Instead, when they ask what the call is regarding, provide an answer that doesn’t sound too ‘salesy’. Perhaps mention previous correspondence you’ve had with the decision maker.

Call before or after hours

One way to avoid the Gatekeeper is to call when they’re not there! Executives and decision makers often arrive before and leave after normal working hours. If you call during these out-of-office hours, you might well find that their Gatekeeper isn’t around and they are answering their phone themselves.

To find out more about how we can help you optimise your telemarketing results, give us a call on 0345 241 3038 or get in touch.

How to manage your sales pipeline

Posted on by Doug Roots

A sales pipeline is an overview of prospects within the sales process, looking at separate stages of where each prospect may sit, from initial contact to final sale.

Each and every sales pipeline will differ for separate companies, yet they will all stick to the basic ‘timeline’ concept of buyer stages.

It isn’t easy to manage your sales pipeline, but it still remains an important tool for companies to use to understand the potential deals to be won, as well as keeping sales teams focussed.

Here we look at some top tips to manage your pipeline to ensure you’re on top of upcoming sales.

Keep it accurate

From contact details to the amount the deal is potentially going to sell for, each and every detail of the prospect or sale must be accurate.

Without accurate details, you can skew the results of both sales metrics and potential income.

Monitor sales metrics closely

What’s your sales teams’ win rate? How many qualified leads are there each month? What is the average deal size? How long is your sales cycle?

These are all key metrics that you should be aware of. These provide you with the information you need to ensure the sales funnel is doing what it should, as well as your sales teams!

Follow up

A lack of follow up of leads within your pipeline could be detrimental to the outcome of sales. Be sure to understand at which stage leads sit and when they require follow up.

Find ways to review and improve

Regularly review your pipeline management with all those that are involved in it. It is likely that flaws will arise or gaps may be found, which gives you the opportunity to improve on each and every element of the funnel.

Choose a good CRM

A good CRM can make all the difference when it comes to pipeline management. When it comes to measurement of activity, a CRM can help you to quickly analyse what’s happening within your funnel.

Another added benefit of a good CRM is, from a team management perspective you’ll be able to see how each sales individual is performing.

Define the elements of the funnel

Set out each stage that a buyer could sit in the pipeline, including the elements of the sales cycle. The better defined your funnel is, the better you can tailor your actions to the prospects within the pipeline.

Use a manual or guidelines

We don’t mean the CRM manual; we’re talking about a guide written by your managers for the sales team which ensures everyone adheres to the same rules when looking at and managing the sales pipeline.

This can include how sales teams should manage prospects, how reporting is carried out, and more.

Effective management of your sales pipeline can be hugely beneficial to your company. It directly affects the way in which you manage potential buyers, which is why it should be high on your agenda. Want to know more about improving your sales process and management? Contact us today here or call 0345 241 3038.

What can telemarketing do for my brand?

Posted on by Doug Roots

If you’re talking for the first time on the phone to a contact, there’s a lot of pressure to make a great first impression. From tone to use of language, there are several elements needed to get it right. Which is why, if you’re representing a company, this comes under the branding umbrella.

The way in which you present yourself on the phone is representative of your brand, as the individual on the other end will associate the conversation (and you) with the business.

What’s important on every call, every campaign, every point of contact, is that your company is being represented the way in which you want your brand to be portrayed.

But, what can a good call do for the brand? How can telemarketing help to influence the way in which an individual feels about your business?

After all, a brand isn’t tangible; it’s how someone thinks of your business.

We look at answering the questions above, focussing on the benefits of telemarketing on branding to ensure your business is seen in a way that fits in with your brand values.

Add a personable element

Prospects can read about your brand online, in a brochure or an email, but it doesn’t have the same effect as speaking to someone about it.

You can give emotion, tone and a different feel to the business just by speaking to an individual, rather than them reading copy.

Telemarketing means a direct response immediately which is completely adapted for those that you’re speaking to. At that moment it is all about that particular prospect, giving a super-personable and attentional approach – promoting a positive brand image.

Boost awareness of you and your products

Brand awareness is crucial. This goes beyond awareness of what the products or services are, but the qualities of the products, and how they may appear.

Not only will a telemarketing call give you the opportunity to provide information on your company and the offerings, but also a chance to increase brand awareness. Consequently, this improves the chances of that individual being able to recall or recognise your brand.

Create an impression

Introducing a business or product can be a difficult task, and first impressions count. Using telemarketing or speaking to a prospect about your company allows you to be completely in control of this first impression, tailoring the conversation solely to that prospect.

People really do buy from people. They buy from brands and individuals that they trust. Not only do our daily phone calls provide information and promote the products and services, but they stay consistent with the brand tone and values of our clients.

To find out more about our campaigns or how we can help your business through telemarketing, call us on 0345 241 3038 or get in touch.

Who needs telemarketing?

Posted on by Doug Roots

This is a big question and one we’ve heard a few times before.

Who needs telemarketing?

Apparently, quite a few businesses do. Let’s set the scene.

You’re a business. You need a constant flow of qualified prospects; you need to communicate with them, engagement, build relationships.

Now, there’s a variety of ways you can do this.

You’ve got inbound marketing including PPC, SEO, paid Social Media advertising and more. Using these methods you can drive a prospect to a page, a website, an advert, an email.

But, you can’t speak to them one on one. You don’t have that straight, open communication that’s needed to qualify leads appropriately. There is no two-way conversation.

There isn’t anything wrong with digital marketing, but once you’ve got a red-hot inbound lead, what do you do? You give them a call.

Does it work for all industries?

Okay, so there’s no one size fits all situation for businesses, but this is the same for any marketing channel. It’s about the right mix of what works for you your target audience.

To put it into perspective, we’ve worked on campaigns in the following industries.

  • Hospitality
  • Finance
  • PR/Marketing
  • Healthcare
  • Manufacturing
  • Tech
  • Training/Education

… And much more.

That’s a pretty wide audience.

All of which needed something extra in their sales process, whether that was time, more leads, a boost in revenue, or a better return on their business development investment.

But isn’t telemarketing a bit old hat?

There’s a lot of talk about traditional telemarketing dying out. Spoiler alert: it’s a myth.

The reality is that telemarketing will continue to be one of the most effective ways of pushing your prospects down through the funnel towards the sale stage.

Any questions or objections that an individual may have about your product or service will be answered in a call, where they might not have had the chance beforehand.

And remember, in a B2B environment, people buy from people.

So who really needs it?

Telemarketing acts as both a discovery process and a marketing tool that allows you to answer a whole host of questions about a lead as well as understanding more about how they feel about your business and product.

The bottom line? Any business that needs to speak to someone over the phone to sell something, book a meeting, organise a call, learn more about a prospect, is potentially in need of telemarketing.

Without telemarketing, you’re in danger of missing out on making that sale; No call, no conversion. What’s more, it’s personable and can be tailored completely to that prospect during the conversation.

Want to find out more about how telemarketing could be right for you? Get in touch today or give us a call on 0345 241 3038.