Sitting here with the late spring sunshine streaming through my windows (while ironically packing winter boots for my trip to Ottawa!), I’ve been diving into research about telemarketing. Is this 150-year-old method dead in our digital age? The stats might surprise you! Only 29% of buyers initially want to speak to a human about products or services – with 71% preferring self-served research on websites and videos. And 81% of sales professionals say they get better leads from other sources. BUT – and this is a game-changing but – high-dollar sales still happen primarily through conversation, whether in person or by phone. Most decision-makers are my age – they still remember and prefer the phone! While cold call connection rates hover around 17%, the success rate has doubled since 2022, showing B2B telemarketing is actually gaining traction.

Three Telemarketing Secrets That Actually Work

After spending years marketing for giants like Pepsi and BIC, I’ve learned what works in B2B communication. First, clean up your data! You’re wasting time and money calling numbers that no longer exist or people who’ve moved on. Second, base your calls on triggers. When someone downloads content from your website or opens your email, call them within minutes (or at least 24 hours). Your close rates skyrocket when you catch them in buying mode. Third, use the 3×3 rule – find three things about your prospect in three minutes of research before calling. One should always be their industry pain point. This preparation makes all the difference.

The 83-Second Script Formula

Did you know the average telemarketing call lasts just 83 seconds? This means your opening line is everything! Research shows that stating why you’re calling doubles response rates. However, never ask, “Did I catch you at a bad time?” – that decreases success by 40%! Instead, try this script: “I’m calling because I saw your company’s post on LinkedIn, and we specialize in [their industry pain] of getting fines for non-compliance in [specific issue]. Is this a challenge for you?” It’s direct, shows you’ve done research, and opens the conversation about their pain point. If they say yes, book a strategy call. If they say no, ask open-ended questions to understand their situation.

Close With Intention

The most critical moment in telemarketing is the close. If they show interest, never end the call without setting a next step. Say, “We’re both going to get busy – should we put this on our calendars now?” Give options, but secure that commitment. If they need to check with stakeholders, get a “date to get a date” – “Can I call you Monday at noon to set up that meeting?” Remember, people my age still prefer conversation for high-ticket purchases. They want to research on their own first, but your call puts you on their radar. When your strategic messaging aligns with their industry pain, and your online presence positions you as a thought leader in solving that pain, telemarketing becomes a powerful tool in your marketing arsenal. So dust off that phone – it’s time to make some calls!

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast on YouTube or connect with me on LinkedIn –and let’s talk.