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While most of us don’t appreciate a call during dinner offering us a service we don’t really want or need, the value in telemarketing calls still exists. The key is to make the right connection with the right person ready to make the right purchase. It’s a delicate dance that requires a focused approach to ensure a win.

For telemarketing to be a success, you have to have specific practices in place that you’ve mastered unlike any other. To that end, let’s explore the top five essential B2B telemarketing practices that can help produce the sales you need for a profitable year.

1. Predictive Dialer – While this piece of technology is designed around efficiency in the telemarketing provider’s environment, it can also be a customer service tool. No consumer wants to answer the phone to find silence on the other end of the line. A live agent ready to engage makes for a far more pleasurable and productive experience, and a quality predictive dialer can help make that happen.
2. Limited Information – When engaging with a consumer on the phone, he or she likely has tolerance for only a few seconds before they decide whether to continue the conversation or hang up. Even with a quality script, it’s still possible to turn the off consumer in just a few words. Therefore, stick to the most persuasive bits of information that will generate interest. This means the information has to be relevant to the contact or you will have quickly lost their attention.
3. Focus on Results – Lots of data, figures and numbers sound good when you’re sitting in the board room, but consumers are quick to lose interest. What keeps their attention is proven results that they can relate to their own situation. If they represent a business that can benefit from your offering, you have to help them connect the dots quickly or you’ll lose the opportunity.
4. Target (News - Alert) New Companies – New brands to the market are likely still green and haven’t yet been jaded by the unscrupulous activities of other telemarketing companies. These are the best contacts for your team as long as you abide by quality standards, make the script relevant and stick to limited information.
5. Build Relationships – There are already too many names on the Do Not Call List, which means you have fewer resources when it comes to making connections. Therefore, focus on building relationships so you can upsell and cross-sell at any given opportunity. This expands your reach and lowers the cost associated with securing a sale.

At the end of the day, telemarketing is both lucrative and challenging. As a result, you have to make the most out of every interaction. By following these five tips, you’ll be well on your way to positive outcomes.