A careful approach to B2B Telemarketing

We always recommend that prospects tiptoe into telemarketing with a 10 hours per month “trickle” campaign over a 6 month period.

This has three major advantages for the client:

  • It keeps the monthly cost down (£290) and so lowers the financial risk
  • It allows for both the prospect and BHT to become familiar with the campaign and make changes if necessary
  • It shows what can be achieved over 60 hour’s telemarketing with results which may pay for this campaign and the next.

Setting up a B2B telemarketing campaign

Knowledge Building

We gather information about our new client, their market and why prospects would want to use them.

We find out which sort of contacts in each company we should be trying to talk to and how wide the geographical campaign should be.

Sourcing Data

The best data always would be an in-house list which has warm contacts already but I have to say this is not normally available. We usually have to buy a TPS checked database from Dun & Bradstreet. We have been using D&B since 1997 because their data is sourced from Companies House and not advertising lists. Consequently, it is all inclusive.

We specify the data by:

  • Company types using standard industry classifications,
  • Number of employees
  • Turnover

2,000 Records will cost approximately £300-£350. We make a charge of £58 for specifying and procuring the data for our clients.

NB – It is the client’s data and will not be used by BHT for any other purpose.


The Client’s Brief

The client tells us what outcome they are looking for:

  • They want to identify companies who want their product/services now or within the next 12 months so that they can build up a timed prospect pipeline.
  • They are wanting to invite potential clients to their exhibition stand or to an in-house event.
  • They are launching a new services and want to evaluate it’s potential

Whatever the desired outcome, we will find out:

  • How they’ve approached campaigns in the past,
  • What are the titles of contacts in each company that we should be talking to,
  • How many appointments they can handle each day,
  • What diary availability they have,
  • What information we can send after the phone call in PDF form

An outline script

We prepare an outline script.

An outline script is not to be read.

It acts as a prompt for the telemarketer providing a handy reference to the key points that have to be made.

It also contains the client address and telephone number should it be asked for.


The B2B Telemarketing Campaign

Finding the right person

Part of the briefing session focussed on what types of people we should try to talk to.

The first call starts by us explaining to reception what we are about and asking if one of those titles would be the right one to talk to.

Having been put through, we can ascertain if this is the right person to be talking to or to ask to be redirected.

Eventually, we will find out if the proposition is of interest or if we have to call back another day.


Putting the Proposition

Our approach is always the same. We describe the proposition and then ask if that is something of interest:

If it isn’t we thank them for their time and go – we never push.

If it is of interest we ask if a meeting would be helpful. If it is we book a time and date according to the diary availability we’ve been given and then phone the client to make sure it gets into their diary.

If it is of interest but more information is needed we propose sending the pdf and then following up the next week.

If it is of interest, but for valid reasons not until 3 to 4 months hence, we agree the best time to call them again to book an appointment. This category of potentials are very important as they are the prospect pipeline for the future sales of our client.


At the end of the campaign

As we progress through the campaign we code each call according to the outcome.

This allows us to compile a set of statistics to show the client how many:

  1. Calls were made
  2. Appointments were booked
  3. Telephone appointments were booked
  4. Prospects in the “pipeline”
  5. PDFs of information were sent
  6. May be interested after 6 months
  7. Were not interested
  8. Could not be contacted after two calls
  9. Records were in error

Each of these will be presented as absolute numbers and percentages.

The value of this to the client is that it shows what can be expected if the exercise is repeated in the future and therefore provides a basis for future marketing planning.



Our approach will no doubt not differ substantially from other telemarketing agencies except that we encourage a gentle in, a fully described approach and a statistically backed up campaign for detailed analysis afterwards.

However, we do pride ourselves on our courteous, polite and never pushy approach on the telephone and that we value our reputation for honesty and integrity very highly so we maintain high standards of customer care at all times.

We provide detailed information about every call in the campaign and the statistics can form the basis of the next one.

Because we gather statistics we can offer a copper bottomed guarantee of performance after the first campaign has been concluded or after 800 companies have been process properly, whichever comes soonest.

This guarantee states that we will benchmark the performance and then match or beat that benchmark each week thereafter or work at our own expense until we do.

If you would like to discuss any sections of this article or would like to consider using telemarketing in your marketing approach then please give us a call on FreePhone 0808-172-1900. BHT – always happy to help.