Given the variety of processes that telemarketing is capable of, it can be easy to grow indecisive when determining which on you need the most. For example, they can play a role in either delivering you a long-term advantage or a short-term one but not always at the same time.
Choosing between short-term and long-term benefits has been an ancient dilemma that extends beyond the world of business. Ultimately though, the decision maker has to make a compromise, trying to balance both by actually forging a connection instead of always picking one over the other.
Here is an illustration for telemarketers:
- Short-term – Suppose your business is in a pinch and needs to generate as many sales leads in order to stand a chance of surviving the next year (or worse, just the following months). You can have telemarketers start a massive, wide-reaching campaign to see just how far the actual numbers go. You might have to forego using them for customer support for the time being but it just cannot be helped. Once you are done though, what do you do with the results? In fact, think about this with the assumption that you got enough sales to save your business. What then? Is this all you will get out of future campaigns?
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- Long-term – Suppose your business did well but there are signs that the future looks pretty dry and you need customer retention to survive it. The only way to do that however is to be as openly as possible to customer feedback. Telemarketers can receive incoming calls, record and resolve issues, but at the same time, send this feedback back higher up for the rest of your company to reflect upon. But just like short-term, what do you do with the actual results of this B2B telemarketing process? Are you really content with just maintaining your current business relationships without making new ones?
Hopefully, you can already tell what kind of compromise you can make between the two. Again, you need to forge a connection between short-term benefits that can have an effect on long-term. With regards to the results produced by telemarketers, that connection is formed by flowing the information between inbound and outbound. Using the above example, you use the information you got during your short-term, outbound campaign to inform the agents receiving your inbound calls.
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In turn, your inbound calls should result in more information about what the market as a whole is currently demanding. These days, with online resources providing more and more information, your own customers have a greater capacity to influence each other's buying decisions ahead of your business. What is worse is that not even this collective understanding can always reach the specialist level of an industry expert. You should use the information gathered from feedback to shape up whatever message or questions to ask during your next campaign. Do not limit your B2B lead generation to either short-term or long-term but balance it for both!