B2B Telemarketing – Will Google Glass Finally Kill It?

This week, Google made headlines again after announcing that more prototypes of its upcoming Google Glass will be up for sale.


The controversies surrounding the famous wearable are plenty. But setting that aside, it’s clear that Google is not slowing down its progress and further opening itself to a wider base of consumers. (Assuming of course, they’ve got $1,500 to spare.) It could be a matter of time when they’ll eventually take the world by storm (just as smartphones already have).


Like the smartphone though, does Google Glass foreshadow the doom of older B2B marketing techniques like telemarketing?


First of all, you don’t necessarily need techie expertise to see the possibilities Glass may have to online customer experience. You can get notifications displayed before your very eyes and in real-time. The same possibilities could go for all other sorts of information (like email, appointment schedules, even demonstrations). Of course, you can’t forget the popular notion that Google Glass is more suitable for surgeons, inventory managers, and other professionals.


But secondly, despite the increase in online (and mobile) marketing in the B2B sector, leaving a phone number and closing in a sales appointment is still the norm. Won’t it just be the same with Google Glass? Won’t it be just another screen? (Besides, isn’t Google banning the possibility of ads on Glass?)


The answer is yes but there are still some critical differences that you need to take into account.


  • The screen is even smaller – One of the issues of Glass is actually a health concern: eyesight. While it’s primarily Google’s responsibility for the device itself, you shouldn’t make it worse on your end. Whatever you want your prospect to see on a Glass screen should be fit for its size. That could mean anything from a new breed of responsive design to something as innocent as just sticking to your site’s mobile version.


  • Phones could be potentially more disruptive – Another key feature of Glass is that it can be paired with your phone. Though while the idea of a prospect seeing your number on screen is tempting, a closer reality could be it’ll pop in inappropriate times at work. This could mean that actually figuring out what time prospects could be at their desks will be a future challenge in B2B telemarketing.


  • Inbound calls could be a little more unpredictable – The same uncertainty could also affect inbound calls. Imagine a prospect is in the middle of a meeting or just got out of one. They’re in need of a solution, stat. So, they start browsing for B2B vendors like yours in a sort of spur of the moment. Are your agents prepared to handle the urgency?


Like mobile before it, there’s no killing B2B telemarketing so long as the sales process remains drastically unchanged. In the mean time though, you’d best brace for the impact it’s going to make and the new channel it might possibly open.

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