Is your sales team benefiting from the customer insight your B2B telemarketing team discovers with each telemarketing campaign? Likewise, is your sales team sharing their customer knowledge with your telemarketing team? Are they really on the same page?
Let’s face it, communications between marketing and sales aren’t always brilliant. But they are so important. Without alignment, you end up with wasted insight, missed opportunities and complex B2B buying cycles that end in a decision to do nothing. Nada. Zilch.
So what to do?
Here are five essential areas that will help align your B2B telemarketing with sales:
1. Agree on what an ideal prospect looks like
Together, your telemarketing and sales need to drill right down into micro-segmented ‘buyer personas’ and agree on the ideal prospect – or prospects. This is where rigorous data segmentation comes in. It’s not enough to rely on top-level segmentation such as geography, turnover, employee numbers and standard job titles. As well as operations, purchasing and motivations, they need to look at detailed profiling that includes individual goals, concerns, preferences and decision processes.
2. Together, identify the prospects’ actionable issues
A service- or product-led pitch doesn’t work. Together, telemarketing and sales should consider an issues-based approach that identifies their prospects’ top concerns. They need to get inside the prospect’s head and think: “Why change? Why now? What’s in it for me?”
3. Align telemarketing messages and sales conversations with the buyer’s journey
If you can’t clearly define what stage of the buying journey your telemarketing messages and sales conversations are intended to influence and what outcome you want to achieve, then you are likely to gain little. Don’t waste your time.
4. Telemarketing must help sales have intelligent conversations
If you’re supporting a complex B2B buying process that involves dialogue that stretches over an extended period of time, your telemarketing agency can really help your sales team. With each campaign or outreach, the telemarketing team should develop a series of talking points that will help give direction to the subsequent sales conversations.
5. Share answers to difficult questions
Telemarketing and sales teams are often faced with difficult-to-answer objections or requests for clarification. So, get the two teams to work smarter by sharing the best answers. After all, why reinvent the wheel?
If you’ve got this far, you might find our eBook interesting: How to use Buy Cycle Analysis to Improve Lead Generation or check out the new IZEN video.