Teleprospecting is Not Just Cold Calling - Volkart May - ContactCenterWorld.com Blog
Teleprospecting plays an important role in the B2B lead generation and lead qualification process. While teleprospecting can include cold calling, or working off of a list to build a database for future marketing efforts, cold calling isn’t the only function of a teleprospector. A large component of teleprospecting involves “warm calling”. Unlike cold calling, the company has a pre-existing relationship with the people who are called. The purpose of this strategic calling is to gather more information and improve the quality of the lead before it’s passed on to sales or before an appointment with a sales representative is set up.
Warm calls are made by teleprospectors to the following groups of potential clients or customers:
Inquiries from marketing sources
Teleprospectors essentially work as a liaison between marketing and sales. The purpose of a B2B marketing team is to generate leads. However, not all leads are created equal. Some are much more qualified than others and it’s the job of teleprospectors to place calls to marketing generated leads to determine whether they are a good fit and if their information should be passed on to the sales team at that time.
Leads that have gone cold
A lead “goes cold” when they aren’t ready to make a purchase right away. They might be qualified and might make a great customer or client down the road, but the sales team doesn’t want to spend their time on potential leads that will only possibly convert at some point in the future. However, it’s important to remember that these qualified leads will likely eventually buy and a teleprospecting call keeps the lines of communication open. If these leads don’t hear from you in quite some time, there’s a good chance they’ll do business with the company that did keep in touch.
Prospect that asked for a future follow up call
Not all prospects are ready to set up an appointment when you first speak with them but they might ask for more information or for you to call back in the future. It’s important to actually do so instead of letting this potential business slip through the cracks.
Past customers and/or current customers
Teleprospecting doesn’t just focus on business from new customers. It’s also important to stay in touch and maintain a relationship with past customers and current customers. Teleprospectors can inform past and current customers about new products or solutions that are available that might complement the products or services they are currently using or used in the past.
Warm teleprospecting is an important function of the sales and nurturing process. These calls maintain a relationship with companies that have expressed interest in your product or service and keep your company top of mind for when it comes time to make a decision.
Publish Date: October 22, 2015 5:00 AM
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