Telemarketing – B2B + B2C
Telemarketing, sometimes known as telesales, is a form of direct marketing that is used as a means of selling and promoting a wide range of different products. It usually involves a salesperson contacting potential customers by telephone, but can also include pre-recorded messages sent by telephone, which is sometimes referred to as 'robocalling'.
Despite occasionally coming in for criticism for being too forward and possibly intrusive, telemarketing remains a very popular form of marketing and is used by a wide array of industries.
This article will give you an overview of B2C and B2B telemarketing services, what to look for when making a decision, and how to get the best deal for your business.
The Different Types of Telemarketing
There are two kinds of telemarketing: Business to Business (B2B) and Business to Consumer (B2C).
Business to Business (B2B)
B2B telemarketing is the side of the industry that focuses on enterprise-to-enterprise sales, and often involves larger companies making larger, wholesale-priced deals. B2B telesales can be challenging as larger companies tend to have more gatekeepers between the decision maker and the sales-person, which can make it difficult to make sales.
When a company wants to increase its B2B customer base, telemarketing is as effective as or even more effective than other marketing strategies. For example, a marketing campaign of TV adverts is more effective for B2C than B2B because the majority of TV viewers are not business buyers. Conversely, telemarketing can be directed to specific sections of the population, thereby making it more effective in identifying potential customers and ideal for B2B.
This means that B2B telemarketing campaigns require more planning and targeted execution to achieve the right results. It is essential to ensure your contact data is clean before starting B2B telesales activity because you may otherwise fall foul of TPS register laws, which dictate who you may and may not contact with your offer.
Business to Consumer (B2C)
B2C telemarketing is customer centric and involves a lot of rapport building and appointment making to achieve sales. Consumers aren’t fickle and unless your company is offering a helpful service or useful product, then B2C campaigns may feel like an uphill struggle at times. This may also be influenced by how intrusive your calls are to the consumers involved.
It is difficult to carry out a campaign when you know that some of those you are marketing to actively voice their opposition to being called. However, if the increase in sales is significant, a little bit of unpopularity might be a price worth paying - and of course, this generally negative reaction may be reduced by choosing a telemarketing strategy that is less intrusive or forceful; for example, by not calling the same person more than once.
The positives of B2C telemarketing include the very real possibility of increased sales and expansion of the customer base. Thanks to this direct contact with the customer, telemarketing offers higher a potential of persuasion than other marketing strategies. Even if the customer called does not buy the product/service straight away, at least that person will be aware of your product's existence and may choose to buy it at some other time.
B2B + B2C Telemarketing Costs
Most companies that undertake a telemarketing campaign often employ a dedicated telemarketing agency to do run it for them. However, finding the best price deal can be difficult as there are many companies out there offering many different services.
When getting started it's worth remembering that telemarketing pricing structures generally fall into two categories:
The flat rate form of pay involves paying the telemarketing agency on an hourly or daily basis, the advantage being that you know exactly how much you will be paying each day, but lacks any performance incentive.
This method is best for working through large lists of clients and assessing potential interest in your product or service.
Pay Per Lead
The other most common method of payment is pay-per-lead, where you pay the telemarketing company per lead they generate. The more leads they generate for you, the more you pay. This obviously is more incentive based than the flat rate method and is better if you are looking for more solid leads that you can rely on to make a purchase, although it will cost you more.
Prices will vary according to the difficulty of generating the leads for your particular product or service, and can cost anywhere from £20-£150.
Potential Cost Savings
If you are looking for a competitive edge when marketing your products or services then we thoroughly recommend trying at least one telemarketing campaign. But, what if you run a smaller business, who may lack the cash-flow to sign off on a telesales project?
Well, there are a number of ways to cut down the potential costs of telemarketing:
Generate your own data
The first is to provide your own list of potential leads, which will help cut down on costs significantly. However, for maximum results, you need to make sure that your leads are of a good quality and have good sales potential.
Choose your location wisely
Another consideration is where your telemarketing company is. Companies in London are generally much more expensive so it is a good idea to look for a more regionally-based company, although this might not be advisable if you are concentrating your marketing on the London area.
Make your own appointments
And finally, most telemarketing companies will charge more for converting potential sales leads into actual sales appointments. If you feel able, you can do this bit for yourself and use the leads given to you by the telemarketing company to arrange your own sales and appointments. This not only reduces costs significantly but also gives you more hands on control over the sales process and more contact with your potential customers.
If you are interested in hearing more about telemarketing prices for your business, then fill out the form at the top of this page and Expert Market will match you with a group of excellent suppliers.