The anatomy of a telemarketing call
While we have already published an article about auto-diallers, a recent conversation with a client about using this technology for the B2B market made us add some more "flesh" to why they don't really work for B2B.
Here are the steps usually associated with a call:
Preparation: this is where the operator would look at the previous notes, whom they are calling, and any other information that may be relevant to the call. If the operator is using the autodialer solution then this time is non-existent and therefore they will have to read the details once they are in the call with the contact.
Dialing: of course it could be that the operator actually physically dials the number into a phone, but the more likely course is that they use an autodialer or click to dial.
Ring, Ring! If an autodialer is being used then the operator would never hear the phone ringing as it would only pass on connected calls.
Gatekeeper: If the call is B2C then the gatekeeper will actually (most likely be) the decision-maker the operator wants to contact. If however, the call is B2B this gatekeeper is likely to be the receptionist. While the gatekeeper in the B2B scenario is not the final decision-maker, there needs to be enough of a pitch so that they pass on the call to the decision-maker as something of value.
Finger tap, tap, tap: If you have managed to get past the gatekeeper, there can be quite a sizable delay before you speak to the actual decision-maker.
Decision-maker: So you have finally made it through to the decision-maker and can make your pitch. Depending on how complex the pitch and the amount of additional information that needs to be captured, this can be quite lengthy.
Wrap up: All calls need some form of wrapup to ensure that the next time someone calls they can see the history. While callbacks and no-further-actions can be fairly simple, a conversion can take time for notes, data, and other tasks to be completed
To come back on point: steps 1=>6 can be compressed in a B2C environment by the use of an autodialler since the gatekeeper isn't present.
However, in a B2B environment,
Preparation is needed
All calls are answered fairly promptly (within a couple of rings)
You will need to pitch to the gatekeeper first
You will have to wait to get through to the DM
While you can save maybe a couple of seconds over click-to-dial, there is little or no efficiency gains to be had by using an auto-dialler as the majority of the time will be spent pitching to the gatekeeper and waiting for the DM. These core times cannot be reduced by an auto-dialler.
However, if you prepare a good pitch for the gatekeeper and for the decision-maker, then the overall time and likely success of the call can be greatly increased.