Top B2B telesales tips for start ups, professionals and business owners!

At Midas Consultant, we have been performing B2B telesales campaigns for over a decade. Whether you are an entrepreneur or a fully-fledged business, telemarketing can be a great approach to gaining new clients. In this article, we will be happy to demonstrate some essential B2B telesales tips that can instantly help you start seeing results. If you are completely new to telemarketing you may want to check out our what is cold calling article.


  1. How long should your first telesales call be?
  2. What is your end goal?
  3. Time efficiency and workflow
  4. Where to get your data
  5. How to record the results of your call
  6. When should we follow up?
  7. Building rapport, how much and for how long?


Tip 1: How long should your first B2B telesales call be?

This is the best place to start when it comes to picking up telemarketing. Your first call, the opening call in which you introduce yourself and try to convey your message, should be no more than 5 minutes. You may, in some circumstances, have a prospect pick up the phone who is interested and ask buying questions immediately. 

But generally, most prospects are busy with more important matters to give their undivided attention to. The goal of the first call is to quickly and professionally convey your product or service and get the decision-maker’s permission to call back at a more appropriate time. You will always want to get their email address and consent to send further information. This data will be fed into your CRM or Email Marketing solution; although it is somewhat shallow, this can be qualified as a lead as permission has been given for you to contact further.

You should be able to secure the decision-makers’ name, email address, interest and a future call back scheduled within 5 minutes of connecting. Of course, if you can stay on the line and go deep with your pitch from the first call, that is excellent, and you should make the most of it. But as we all know, this is not common.


Tip 2: What is the end goal of your B2B telesales campaign? 

If you are trying to gain leads to populate your CRM or Email Marketing campaign, your end goal should be to take an email address and decision-makers’ contact info. In the case of a sales-oriented campaign, your end goal should be closing a sale over multiple calls, emails and correspondence. Set your goal early on, and make sure you and your team know exactly what you are trying to accomplish.

When undertaking a sales campaign, you must stress the importance of persistent and consistent sales techniques. All too often have we seen sales campaigns fail through lack of sales ability. Be honest with your leads and tell them what you are trying to achieve. Don’t try to worm your way into a sale with monotonous pitches and hope to receive buying signals. Be upfront, direct and confident with your pitch. Ask the lead what it will take to secure their business. Present your product and ask if they would be willing to buy it. Please don’t wait for them to offer to buy it. Sell it, don’t be shy!


Tip 3: Time efficiency and workflow 

One of the top B2B telesales tips I can give you is to be efficient with your time. Time efficiency is key to any telemarketing or telesales campaign. If it takes around 60 seconds to dial a number and let it ring until a connection, you can make 60 calls an hour if you don’t stop. 

A more realistic figure is 20 calls per hour. At an average of one call every 3 minutes, you can factor in your pitch, misdials and other variables. Most call centres we have worked with setting a target of around 150 calls per day for their B2B telemarketing staff. 

From those 150 calls, you may connect to and pitch around 10-40 prospects depending on the quality of your data.

If you are making one call every 6 minutes, this brings your total calls down to around 75, with the ability to speak 5-20 prospects. Now you can see the issue when you make one call every 20 minutes. In an 8 hour day, if you make one call every 20 minutes, you will make 24 calls and be lucky actually to pitch one.

The difference between the two scenarios is how you approach your workflow. Call, identify the decision-maker, pitch and then bailout. Whether you secure your end goal or not, the call needs to be over within a few minutes. You can usually gauge whether a prospect is interested in your product or service within the first 60 seconds. Do not waste your time trying to pitch everyone. Give it your best shot, and then move on. This is a numbers game, and without numbers, you are just hoping and wishing. When it comes to giving B2B Telesales Tips, this is probably one of the most important.


Tip 4: Where to get your B2B telesales data

 Whether you have your data to call or need to acquire a database, this is very important for any B2B telesales or telemarketing campaign. Lead generation companies usually supply the data unless the client offers up their database. If you are going to be undertaking your cold calling campaign as a new business, you may not have any data yet. If you are looking for industry-specific data, Yellow Pages and Google business pages & places will still be the most accurate and easy to access data available to you.

Suppose you are an accountant looking to drum up new clients. In that case, you can literally go on today and search for any local businesses nearby, pick up the phone and start offering your services immediately. There is no easier way to begin your telemarketing or telesales campaign than that.

For example, when it comes to niche data, homeowners who have been permitted to be cold-called and are also open to life insurance are a more difficult hurdle to overcome.

 Data collection is required in these instances where GDPR is critical, and permission to contact is paramount. Having landing pages that lead to collecting interested parties’ data online is now the most common way to collect data & permission to call. You cannot simply put sales teams making unsolicited calls through yellow pages.

In the above example, the life insurance company wants to call homeowners interested in life insurance and have been permitted to be cold-called. The insurance company can capture the prospects’ attention by having an informative article on their website with the pros and cons of different insurance policies. At the end of the article, a “Call to action” such as offering a free consultation and requesting the web visitors’ contact information to reach out to them is paramount in securing a lead.

Without a call to action and the ability for the prospect to leave their contact information, you are going to struggle to build a database.


Tip 5: How to record the results of your B2B telesales calls?

Making the call is one thing; recording the results is another. Too many calls have been made, and you get so drawn into the conversation that 20 minutes later, you have no recollection of the pain points and buying signals offered by the lead. Always make sure you are recording notes throughout the call. You are on a fact-finding mission, and without a record of said facts, you are back to square one.

Did the client use a similar service in the past? What went wrong? Why are they not using them anymore? How much did it cost? How long did the project last? These are all things you should be discussing with the lead. The answers to these questions will help you construct a pitch that is impossible to refuse.

We recommend using CRM systems such as Zoho CRMHubspotMondaySalesforce or any more. We use Hubspot and find that it integrates seamlessly with our website to record more leads than ever before. We can also see notes, scheduled callbacks, task lists and more.


Tip 6: When should we follow up? 

Telemarketing is the art of presenting your service favourably to a potential buyer via a telephone call. But what next?

Every Telemarketing call should end with a follow up of some kind. A typical end to a prospecting call is that the lead has requested or given permission for you to send them a price list. If you are selling a service or product, you will usually try to get the prospect to look at what you have on offer while building rapport. 

Once you have taken down the prospects’ contact details, usually their email, you now have a choice. Thank them for their time and put down the phone. Or ask politely if it would be acceptable for you to call back to get their opinion on your prices or products within a few days. Prospects generally need between 1 and 3 days to read an email they have a genuine interest in. Suggest that time frame to them and ask their schedule in the coming days. Would they prefer an afternoon or morning call back? You have a solid lead if you can schedule an exact time and date.

At this point, the prospect knows what you are selling; they are expecting a price list and giving you a time and date in which you can call them back to get some feedback and pitch further. This is considered a solid lead in many industries. At this point, your next call will quite likely be poking around to see if the prospect has a budget and project that you can work together on.

The client is down to the client whether the next call is used for further qualifying or handed as an appointment for the sales team to pitch. In our opinion, this next call would be a job for the sales reps. But think about the question we just asked. “When should we follow up” If we had just hung up after gaining permission to send the price list, we would have to awkwardly call back at a later date in which they would probably no longer share the same interest they had initially.

You will be going from a high probability of booking a call back there and then. To quite likely be shut down in future, or even worse. You won’t cross paths with this prospect or lead again. These things happen regularly. If you are on the phone with your prospect, ALWAYS schedule a callback or follow up before you hang up. There is no excuse to hang up a call without scheduling your next meeting. In fact, I might move this up to rule number one!


Tip 7: Building rapport, how much and for how long?

Building rapport, AKA a friendly relationship with the prospect, is crucial to winning their confidence and business. There is a reason why telemarketing tips include building rapport as a vital part of the sales process. Building a relationship with the prospect is just as important, if not more important, than the product itself. With so much competition in so many industries, sales are won and lost over client and sales rep relationships. Brand loyalty and long-standing relationships are some of the most frequently heard objections during a sales call and generally throughout the sales process.

I am an avid supporter of no-nonsense sales, and I like to make it very clear to my prospects that I am here to sell to a product, and if there is no genuine interest, I would not want to waste either mine or their time. I find that much more polite and respectful than building a rapport during a sales call with someone who is not interested.

I am sure you can remember a time that a salesperson has relentlessly tried to make you laugh, smile or bend to their will in some other way. This is, I believe, an outdated and ancient practice. Sure some industries require the marketing and sales teams to pin their customer down, but we do not work in this way.

Find out if there is a genuine interest. When you feel comfortable that you have professionally represented your company, product or service and you still have the prospect’s attention, this is a good sign that you can think about building rapport. Generally, relationship building and connection is left until the second call, and the first call should be to see if the link is worth making. Refer back to Tip 3: Time efficiency and workflow.

Call Midas Consultant today to discuss your upcoming telesales campaign

We are always open to discuss your upcoming or ongoing marketing campaigns. Helping you achieve better results is our speciality. 

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