Business Development Telemarketing

Business Development Telemarketing
I will explain how ‘Business Development Telemarketing’ differs from the service you might expect from a Call Centre. If you do not have a business development background, you are probably wondering what the difference is, so let me explain.

Business Development covers a very broad spectrum of techniques. The art of business is often compared to the art of war and the terms used – like ‘campaign’ or ‘guerrilla marketing’, etc display the similar theoretical approaches used. Whilst some people claim to be business development experts – I sometimes wonder if they really understand the term.

A true business development expert has a very rounded business career, spanning across the full areas of any enterprise and including – Administration, Finance, Legal, Marketing and Operational roles. Business Development takes an ‘eagle-eye ‘view’ of the business and is often akin to a CEO, MD, General Manager or Operations Director. The main difference is that the Business Development Director generally comes from a strong sales background.

In truth, the number of real Business Development experts (like yours truly) are small in number. Most so-called business development people have either very little knowledge of all the facets of running a business, or they are really sales people giving themselves a grand title.

So what do we mean by ‘Business Development Telemarketing’? Well, firstly and foremost this applies to someone who understands the pressures and responsibilities of a senior manager or business director – because they have held that role personally. Secondly, this applies to someone who has a broad business background of responsibilities. Thirdly, it applies to someone with great sales acumen. Finally, (and please don’t just assume that all sales people are good telemarketing people) that they are darned good at telemarketing.

When we talk about telemarketing, we are referring to the high-end of telemarketing, not one of those unfortunates stuck in an offshore call centre. High-end ‘business development telemarketing’ utilises the brain and many years of sales experience as opposed to reading some form of inane script from a computer screen. It utilises a ‘pitch’ rather than a ‘script’ – a pitch is a ‘constructed answer’ depending on the conversation, whilst a ‘script’ is always the same.

The unfortunate call centre person is often bugging Jo Public at inconvenient times to purchase something – calling an individual is known as Business2Consumer or B2C. Nine times out of ten, ‘Business Development Telemarketing’ is about businesses communicating with other businesses – Business2Business or B2B.

‘Business Development Telemarketing’ generally uses a style known as ‘Consultative Telemarketing‘. In simple terms, this means being able to communicate with intelligent and articulate people at their level. ‘Business Development Telemarketing’ allows your enterprise to reach senior managers and directors – via generating that all-important first meeting, gaining an invite to tender and building a business relationship.

Call Centres provide both ‘inbound’ and ‘outbound’ telemarketing, whilst ‘Business Development Telemarketing’ is all outbound work. ‘Inbound’ refers to someone sat waiting for a call, whilst ‘outbound’ refers to pro-actively hunting for new business. For someone to be sat in a call centre waiting for calls, to describe themselves as a telemarketing expert, is a bit like a 12-year-old kid telling you he’s a footballer the same as David Beckham. They both play football, but that’s about where the similarity ends. And it would seem, just like the 12 year old footballer, most people in the telemarketing industry haven’t got a clue what it means to be a ‘Business Development Telemarketing’ person.

‘Business Development Telemarketing’ is all about quality not quantity. Over the last week, I have been plagued by a lady from a call centre evidently bashing away through the numbers; though despite informing her I’m not the Decision Maker for what’s she’s selling I get the same old script every week.

Unfortunately, many of my clients are also confused by ‘Business Development Telemarketing’, at first believing that 1000s of companies need to be on a list to do business with. Fortunately, I’m generally blessed with intelligent customers and they can see that it is better to be meeting up with a handful of buyers who are serious about spending their budget, than creating some ridiculously long list of contacts that goes nowhere.

It is unlikely that you would ask the man at the fish and chip shop to represent you in court. He probably cooks a mean piece of battered cod, but I don’t think you’d feel confident of him talking to a judge or cross-examining any witnesses. Likewise, when you choose ‘Business Development Telemarketing’, you will be represented in a first-class professional manner rather than by a script-reading tele-monkey from a call centre.

So ‘Business Development Telemarketing’ is not about crunching the numbers – it’s all about a positive reflection of your organisation’s values. Focus is always the mark of ‘Business Development Telemarketing’, to provide you with consistently high-calibre results.

‘Business Development Telemarketing’ begins with an in-depth brief and agreement on strategy, tactics and marketing collateral. Based on the agreed approach, a campaign begins – but here’s another key difference between ‘Business Development Telemarketing’ and a Call Centre approach. Once up and running, a call centre has written a script for people to follow (for which you were probably charged an arm and a leg). In ‘Business Development Telemarketing’, feedback and analysis are ongoing. Whilst one would be likely to begin with an excellent pitch, this is then adapted as the campaign progresses to reach maximum efficiency.

So if you require ┬ánew business, and your prospective customers are senior management or directors – choose ‘Business Development Telemarketing’ as your weapon of choice. Contact SL-Freelance – for the best ‘Business Development Telemarketing’.

Stephen Law is a Business Development expert. Over a 25 year period, Stephen worked has worked from a Foot Canvasser and Telemarketing Junior in the 1980s to an Executive Director and Company Secretary in the 1990s. Stephen's sales and marketing career spanned the IT, Communications and Technology sectors, where he was always top in his field. Stephen has also been head of Manufacturing, HR, and R&D for a number of organisations. In 2005, Stephen decided to form his own company offering Business Development via Consultative Telemarketing. Few people enjoy telemarketing as much as Stephen and fewer still understand how to communicate effectively with senior decision makers. Stephen is an Associate Partner of the No1 UK Business Development Agency and an Honorary Director at the LCDA for Business Development, where he has taught the Art of Selling at London South Bank University.

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