Say Hello to the New World of B2B Tele-Sales
If you reckon tele-sales means ‘telemarketing’, reckon again.
The telephone has evolved significantly over the last 10 years moving from simple transactional selling (telemarketing) to more complex, consultative selling scenarios. In fact, it is not far-fetched to reckon that a young, sophisticated, tech savvy, well educated, trained and motivated tele-sales rep will surpass the field sales rep as the primary medium of selling.
Are you ready?
3 Compelling Trends
Telephone selling has matured thanks to three significant trends. The first trend has been a rocky economy commencement with the fall of the high tech market and the 9/11 fall out. Combined with whole host of other economic factors, companies were forced to look for more cost efficient ways to expand the market and reduce face to face selling costs. Gradually, the lowly telephone started to make its emergence as more and more businesses started testing the waters. They found the market receptive.
The second trend has been the gradual entrance of a new buyer and seller into the B2B market. Place quite simply, this new generation does not need face to face contact like they once did. They are quite content to communicate by any type of phone (land lines, cell phones, smart phone) or phone related functions (like IM, e-mail, etc). Why? The new buyer and seller thrive on information and they thrive on instant delight. Certainly the phone is poised to take complete control.
And finally, this newer business generation was brought up on a bread and butter diet of technology, software and ‘apps.’ Laptops, iPads, smart phones, social networking and above all the internet and e-mail have combined forces with the phone to make for a powerful partnership offering information and interaction in one fell swoop. Bottom line? You have buyers and sellers who can manage quite well from behind a desk.
The Real Death of the Sales Rep?
So, does this mean the extinction of field sales reps?
No. Field sales is still the best way to sell. But there is no denying that the ‘species’ in decline. Question any pharmaceutical rep. Field sales is evolving. It’s role will be far more strategic and laser like. Focus will be on the top 10% of clients while tele-sales will handle the rest.
So What does this Mean to You
If You Are a Sales Executive…
If you oversee a sales department and you don’t have a tele-sales component, you better get one. Soon. Or you’ll miss the train. Say hello to tele-sales applications that supplement your selling efforts such as:
- Low Volume /Low Margin Tab Selling
Your field sales team shouldn’t be wasting time with low volume, low margin accounts. Field sales should be spending their time with the huge boys. Make a tele-sales team that provides cost effective coverage of the market and let your field team penetrate and expand the larger accounts.
This application is not so much new as it is more effective and efficient. Combined with the internet, e-mail, webinars, tele-conferences, white ID and special intelligence your reps can build strong selling relationships that were not doable a few years back. These items provide a more ‘tangible’ feel to the telephone.
- Remote Tab Selling
Have you tartan the price of gas these days? Have you noticed it on expense accounts? Perhaps some (all?) of those distant accounts should be handled exclusively or to a degree by telephone. The telephone enables you to increase the frequency of contact and decrease the cost of sales. Nice amalgamation.
- Tele-Tab Management
Some companies will dedicate their entire selling effort to telephone selling by a tele-tab management strategy. Implementing more a more consultative style of selling, companies will build 1:1 relationships with clients that feature high touch, high value scenarios. They will beat field sales competitors to the punch by providing instant access, instant service, instant information and instant results. Watch out for this one!
- Prospecting – Lead Generation/ Team Selling
Depending on your market, an surrounded by selling and marketing team could be dedicated to prospecting , generating leads and setting appointments . Let your field reps SELL and let your surrounded by reps market and provide support.
This application should not be an astounding epiphany but what makes it uncommon is a market that is more receptive to an e-mail and voice contact strategy. What is uncommon is that it is much simpler for an surrounded by support team to groom and nurture a lead until such time as the prospect want to meet the field rep.
Summary
Telephone selling and prospecting is becoming more sophisticated and powerful. It is shifting from a numbers game to a results game. Thanks to a new generation of buyers and sellers and thanks to the massive progression in technology, the telephone is poised to take the lead in selling. Mastering its applications is the key to sales success. Get on board now!