Humanizing the B2B Telemarketers

According to Mashable, telemarketing is considered among the 10 jobs that could be replaced by machines. And top it off, robocalls are being used to champion this cause.

 

Naturally, many apologists for the B2B telemarketers commonly point out that robo-calls can hardly deliver the quality service demanded in their line of work (e.g. lead generation, appointment setting, prospect nurturing etc). On the other hand, has anyone ever considered how this calls for something else? What about humanizing the telemarketer?

 

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B2B Sales and B2B Marketing – Straighten Out Their Versions of the Client

When marketing and sales clash, it’s always due to having a different version of a single client. It’s like the less extreme version of various groups have differing views on a historical person.

 

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B2B Marketer’s Guide – Giving Your Own Golden Globe

Stunning gowns. Flawless suits. And finally, the ever-present red carpet. The 12th of January marked the day of the 2014 Golden Globe Awards and its never-ending use of the word ‘best’ (e.g. best picture,  best music, best supporting actress etc).

 

Like any golden award night, the event recognizes and encourages actors, actresses and directors to keep up their contributions to the entertainment industry. But are superstars the only people entitled to this? Certainly not. Even customers get prizes for being the best of what they are.

 

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B2B Prospecting – Telling Your Hero’s Tale

There are many ways to save people but there’s really been only one word for those who do the saving: heroes. And guess what? Plenty of people wind up becoming heroes everyday, even those who end up saving themselves! Take the story of James Varga, an online gaming star who single-handedly made the most out of a vicious cyber vendetta against him.

 

But then again, what of the others who got dragged into his situation, like the gaming companies that he partnered with? Shouldn’t have they done some thing as well?

 

“Everyone is necessarily the hero of their own life story.”

 

The above quote is from famous metafictional writer John Barth. It doesn’t just apply to individuals. Businesses too have this invisible yet clear, complex life story and aren’t just some background brand in someone else’s. The question is, how do you break out of that?

 

It’s obvious: Be a hero alongside them.

 

Now there are three things to remember when partnering with your prospect regarding a problem:  understand them, value them, and care for them. Tying your tales together means you’re helping them run their epic life’s story. The problem is that people tend to either oversimplify it (which causes them to fall back into the background) or think it’s so complicated that they get scrupulous (cue the micro-manager).

 

The reality is that it is both. Below are three areas in your marketing campaign that will show how:

 

  • Listening – Listening is simple but what we understand from what we hear is not. When a prospect calls out to you, you do not listen as a salesperson but as a friend they can consult with. Most of the time, marketers misinterpret the needs of a prospect and deem them too frugal. While that is true, that only goes to show how seriously they value their own business. Don’t just listen to the words. Listen to the feelings they bring with them.

 

  • Seeing – People are always skeptical and mostly believe only what they can see for themselves. It’s something you need to understand but not necessarily trap yourself into. One aspect of successful B2B marketing is being able to present a vision even for die-hard skeptics. After diagnosing a prospect’s needs, use that information to present a goal you both can believe in.

 

  • Speaking – Action speaks louder than words but speaking is an action in of itself. After hearing and seeing what your prospects relays to you, it’s their turn to do the same. It’s only a natural part of exchanging information. Make no mistake, you need to choose your words wisely. Take great care in giving them the information you need but don’t give everything to the point that their buying decision reduces them to the background as well. Let them hear out what they want to hear first before letting them know what they need.

 

The above actions can seem simple but they allow you to be a hero for both yourself and for your prospects. The complications of a B2B sales process don’t change that. Don’t leave them hanging when they take a step but be with them all the way.


Wait! Hold the Marketing Makeover! (For Now)

Nearly half of marketers say they’re going to implement changes to their marketing budget this year. If you happen to be part of this group, let’s hope those changes are really for the better and not just a knee-jerk response to the fear of getting left behind. In a lot of cases, sticking to a marketing strategy that has proven to work is the smarter option than doing some tweaks here and there. That’s why 47% of your peers actually aren’t planning on changing their budget for 2014 at all.

 

Case in point

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