First Impressions: How Telemarketing Makes Immediate Impact
First impressions count in business. We all know the saying about not judging a book by its cover, but that is exactly what people do. There are plenty of guides to dressing correctly for business, but in fact, first impressions need not depend on appearance at all.
“The key is to build an instant rapport,” Suggests Paula Bates, Managing Director of Toucan Telemarketing.
A telephone conversation has the power to do this, while simultaneously giving a brand immediate exposure.
Talking to Decision Makers
“Reaching and influencing decision-makers is where B2B telemarketing really comes into its own,” Paula states. “The conversation can be a 30-second snapshot of your business, perfectly condensed and persuasively delivered.”
Someone meeting you for the first time will take just 30 seconds to form an impression of you, according to psychologists at Princeton in the US. Whereas this applies primarily to your physical appearance, it reinforces the point that quick impressions can be lasting ones.
“Telemarketing is an extension of this idea,” Paula suggests. “because it can create a non-visual first impression, while making personal contact.”
It also, potentially, provides the kind of access that you might not immediately have on a face to face basis.
“You could spend a lot of time and energy using digital communications in attempting to set up a meeting, but the right kind of targeted phone call cuts through all that,” says Paula.
Where Does the Conversation Lead?
Business works on introductions and the right conversation can lead to the perfect introduction.
“Most sales occur well after the first contact, so building relationships in business is vital,” Paula remarks. “And just as an opening presentation is vital to business networking, so the expert phone call works to prepare the ground and help set the tone of your subsequent contact.”
Communication, not selling, is the focus of an effective B2B telemarketing call, and it is a specialised skill.
This is where outsourcing can be a crucial element to lead generation. Making persuasive, engaging calls is not a skill that comes naturally to everyone, even the most experienced marketers, business people and specialists in their field.
“Just as you would hire in specialist help for other areas of your business, so you could do for your outbound calls,” Paula advises. “It means not having to concern yourself with having the time or the skilled staff to do it, when someone can take on the responsibility for you.”