Telemarketing in the business-to-business sector is full of paradoxes. The prospects you are contacting are both individuals but at the same time entire organizations. There is only one person authorized to acquire your software (CRM software, medical software, accounting software, SAP, SAGE, Oracle and others) but their decision is weighed with the collective input of many individuals. How will your telemarketing strategy handle this? Balance collective and individual objectives.
Telemarketing To One Person And Their Whole Organization
Your software leads should only qualify well-aligned companies. That is why telemarketing strategies should balance collective and individual. Opting for one over the other puts you at risk of getting your prospect company out of that alignment. You do not want be just on the side of the CEO, the CIO, or even the masses of their employees. When they receive your telemarketing call, your goal is to help your own people understand what each of their target companies want to achieve with technology. You do not want this same telemarketing call accomplishing the opposite of simply encouraging bad business behavior.
Related Content: Telemarketing – A Tool Against Bad Business Behavior
Now as for what you exactly have to do to achieve this balance, you can start by using telemarketing to identify all the questionable objectives (both collective and individual), root them out, and then try to align what is left:
- Individual Objectives – Good individual objectives are not necessarily personal goals. These are simply goals where an individual stands more to lose but at the same time, these are still important in a company’s overall strategy. For example, if your are telemarketing someone in accounting, you should market software that will allow them to create more accurate reports as well as secure information. Another outbound telemarketing tactic you can try is to simply further your understanding of a prospect’s position and if they are not as performing as healthily as all other departments.
- Collective Objectives – Bad collective objectives are synonymous with mob rule. In such cases, your telemarketing call should not hesitate to give advice to your prospect on how to make their peers understand their position better. The worst case scenario is when your prospect is downplayed by many. On the bright side, this is your chance to help them improve. Better yet, if your telemarketing call nets an appointment, that appointment can help put your prospect on even footing and therefore keeping a company well-aligned.
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The good thing about good objectives overall is that they ultimately align themselves for your. It is in the nature of a decision’s primary objective to have a positive effect on the whole. On the other hand, you should do more in your telemarketing campaigns to discover ulterior motives because their effects have the complete opposite. Always balance these different objectives to succeed in software lead generation.
