By Christina Adesina, founder and CEO of The SellFluent Group
London is a diverse city representing a vibrant cultural mix with exciting events happening every weekend. However, once Monday comes around and the daily commute starts to tell an altogether different tale and is widely known for not being the friendliest city. With the commute to work being ever so uncomfortable, Londoners end up starting the day not in the best of moods. Is this why many sales people find it difficult to build rapport with them on a B2B call?
When it comes to outbound marketing, telemarketing is still one of the key tools used to close a deal and drive sales. However, reaching the London market can prove to be difficult. According to a recent study, London is the UK’s least friendly city which can make it hard for sales teams to engage in a B2B call. However, one way to crack the market is by clearly identifying your target market and find ways to position your pitch to make it tailored and compelling.
If a sales person had the option to call a London based company or a company from Spain or Germany, they usually opt for the latter. The perception is that it would be easier to build better rapport and less likely to get a rude response with prospects overseas.
There is probably no point in calling, emailing or connecting with a company if you don’t have supporting marketing material to provide, especially if you are trying to reach a London based organisation. Buyers in B2B rarely purchase ‘off the bat’ so your website, email communications, social activity, case studies and white papers all need to reflect and add value to your message before you make a call. Also most people respond better to images than to words, so having something visually engaging will help reinforce your message
So, once you have marketing materials to support your upcoming call, next is the opening line. Those first few seconds are critical. First impressions are vital and could be the make or break to having an organisation pick up any future calls. Don’t waste your crucial opening strategy spewing out a long list of your services. The prospect isn’t interested and certainly won’t bite on that kind of intro.
Remember, not every call results in a sale, research shows that more than a quarter of all B2B sales cycles take seven months or more to close and 79% of marketing leads never convert into sales.
In a nutshell, telemarketing works! There have been hundreds of successful outbound calling campaigns in the UK so getting turned away during a call from a grumpy business exec from London shouldn’t put you off.