Guide to B2C Telemarketing
Cecily Giancaterino
Nov 21, 2022
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8 min read
Telemarketing
In this comprehensive B2C telemarketing guide, we explore the essential techniques and strategies to help your business excel in the world of customer engagement. Learn how to optimize your telemarketing efforts and drive growth through effective communication.Business-to-consumer, or B2C, telemarketing is an important marketing strategy that businesses of all sizes can use to introduce their business to potential customers, get to know the prospects and their needs, and convert them to loyal customers through lead generation. This post will cover everything you need to know about developing a robust B2C outbound telemarketing strategy.
Key takeaways:
- Importance of understanding your target audience
- Crafting a compelling script and call structure
- Embracing technology and CRM integration
- Tips for training and managing a successful telemarketing team
- Measuring performance and refining your strategy
Table of Contents
- What Is B2C Telemarketing?
- How Is B2C Telemarketing Different From B2B Telemarketing?
- Benefits of B2C Telemarketing
- Different Types of B2C Telemarketing Calls & Campaigns
- How to Get Started With B2C Telemarketing
- How to Measure the Effectiveness of B2C Telemarketing Campaigns
- Technology That Supports Successful B2C Telemarketing
What Is B2C Telemarketing?
B2C telemarketing happens when a sales team reaches out to consumers by phone with the intent of selling them products or services. As you can imagine, B2C outbound telemarketing is very different from business to business, or B2B telemarketing, and requires a different strategy altogether.
How Is B2C Telemarketing Different From B2B Telemarketing?
The main difference between B2C telemarketing and B2B telemarketing is the end user — in B2C telemarketing, the end user is the general public, while B2B’s end user is another business. For this reason, the B2C sales process is more emotionally driven, while B2B’s sales process is more rational and based entirely on business value.
Benefits of B2C Telemarketing
B2B and B2C telemarketing both come with their own unique set of benefits. The most significant benefits of B2C outbound telemarketing include:
- The customer speaks for themselves. In B2B telemarketing, there are far more decision-makers, gatekeepers, and hoops to jump through to get your sales pitch in front of the right person and close the deal. But, B2C telemarketing has the advantage of sales reps speaking directly to the decision-maker from the get-go — the customer. This makes the process of closing the deal simpler and faster.
- B2C telemarketing is more cost-effective than other approaches because the salesperson requires less specialized training to close the sale. After all, you are speaking directly to the consumer. This means you don’t have to spend money on training teams to talk with multiple executives and continue following up to get connected to the right person.
- B2C telemarketing saves time. With B2B marketing, your telemarketing team could wait for weeks to contact the right decision-maker, only to find out they're not interested in your product. B2C telemarketing allows you to reach the consumer on the first (or second) try to find out what their needs are immediately and either move to the next step or move on to the next consumer. If there’s strong brand awareness around your brand already, the process will move even faster as the new customer will be eager to sign on the dotted line.
- You can offer a more personalized approach with B2C telemarketing because, again, you know exactly who you are reaching out to, and it’s not a guessing game of whether executive A, B or C is the decision-maker you need to speak with. This allows you to position your new product offerings to align directly with your target market and the consumer’s needs and desires and increase your chances of closing the deal. It will also make it easier for your telemarketing sales team to upsell additional products they know potential customers and current customers will love.
Different Types of B2C Telemarketing Calls & Campaigns
Different types of B2C telemarketing calls and campaigns you can use include:
- Inbound telemarketing: This type of telemarketing encourages customers to call you first, rather than you cold-calling them.
- Outbound telemarketing: The opposite of inbound telemarketing, outbound telemarketing requires businesses to reach out to customers first via cold calls.
- Warm outreach campaigns: Instead of calling customers entirely out of the blue, friendly outreach campaigns target prospects who have already interacted in some way with your business, whether it’s through your website, social media, etc.
- Survey campaigns: The idea behind survey campaigns is to survey prospects to capture feedback, understand what they’re looking for, and deliver according to those needs and preferences. You may ask open-ended questions about their preferences, behaviors, needs, feedback, and so on.
How to Get Started With B2C Telemarketing
To get started building a solid B2C telemarketing strategy, follow these steps:
- Set clear objectives, including short-term and long-term goals. Keep track of the number of prospects you’ve met with — and whether those meetings were face-to-face, phone calls, or virtual — the number of leads generated and calls placed so you can follow up appropriately. Doing a little market research can help your call center team develop realistic and attainable objectives.
- Know your budget. A successful B2C telemarketing campaign has a clear-cut budget — and you will need to stick to that budget! This will help you identify areas of the B2C telemarketing strategy you can realistically accomplish and which ones may need to be tabled for later. Your budget will also help you determine whether you should dedicate an in-house team for your B2C outbound telemarketing efforts or outsource one.
- Curate your list. This is a critically important step in developing your B2C telemarketing strategy. Who are you going to target? You want to have a clear idea of who you’ll be calling or emailing before you get started to avoid taking shots in the dark that don’t convert to sales.
How to Measure the Effectiveness of B2C Telemarketing Campaigns
Measuring the performance of your campaigns is arguably even more important than the campaign itself. Here are some key metrics to help you measure the effectiveness of your B2C telemarketing campaigns:
- Sales per hour (SPH): The number of sales made divided by the number of hours gives you SPH, a standard metric that telemarketing companies use to measure success.
- Average talk time (ATT): This metric refers to the average amount of time an agent speaks with the customer on the phone. If ATT is high, the agent’s script may be too long and bog down the call.
- Dials per hour (DPH): Total dials divided by the number of total hours help you determine whether the agent is dialing as efficiently as they can. When they’re not, this has the potential to hurt all other metrics because fewer dials per hour mean fewer sales per hour.
- Conversion rate: The number of prospects the agents spoke with that turned into a sale helps you find your conversion rate to evaluate how your team is doing when it comes to closing deals.
Technology That Supports Successful B2C Telemarketing
The good news is there are a number of different software options available to help telemarketers track their calls, take important notes about where each client is in the purchasing journey, and gain important insights and metrics throughout the entire process. From outbound calling to appointment setting, keeping track of marketing campaigns, and face-to-face interactions, CRM can help you through the entire telesales process well beyond the sales call.
FiveCRM is the only CRM made specifically for telemarketing and provides the most customizable sales solution for outbound marketing and lead generation teams. Keep your telemarketing leads organized with FiveCRM. Utilizing our native application-building software, you are able to completely customize user experiences. Customize workflows, data fields, sales processes, sales pipelines, and interfaces with functionality to meet user needs. Learn more about our pricing options here. Book a free demo with FiveCRM to learn more today.
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“Each client, and each of their campaigns, has its own unique specifications. We essentially needed to set up mini CRMs on one platform to meet those requirements.”
Operations Director, Team Telemarketing
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