Things marketers should consider when meetings are not an option

March 18, 2020

Sales people rely on getting face to face meetings to achieve their goals. The premise here is that looking someone in the eye is the best way to build trust and long-term relationships. However, these are not normal times and we’re all expected to change the way we live for at least the short term. So how do companies thrive when getting in front of decision makers is no longer advisable?

Despite its huge potential for building relationships the telephone remains undervalued as a sales tool. At Blue Donkey, we know how impressive telemarketing results can be for building new sales pipelines. We also know that it takes planning, skill, and consistency to achieve results. Maybe now is the time to take another look at the role the telephone plays in organisations.

No more eyeballs
We may well find that the way we do business in future changes as a result of the current Coronavirus epidemic. Doing more by telephone could become the new normal for all of us and let’s face it, there are environmental benefits, less cars on the road for starters. Additionally, since more of us will be sat at our desks when we might otherwise be out, the potential to reach people is possibly greater. Working from home can be isolating and boring, so again calls may be better received than they might otherwise have been.

Phone is the next best thing
If you can’t get face to face, the telephone is the next best thing. Where email, direct mail and most other forms of marketing cut out the human voice, telemarketing allows you to have a personality. Most b2b products and services are sophisticated and complex, they need the benefit of a human voice to get across their specialness. The telephone enables you to ask specific questions, probe for information unique to each buyer, and respond sensitively and spontaneously.

Limited resources
Making limited resources go further is likely to be an issue as the effects of the current situation begin to bite. Companies can adapt by cutting out the need for meetings and switching to getting more from their calls. The benefit being that you can reach more people, faster and cheaper by phone than you ever could face to face. Companies should manage metrics carefully to ensure their team are working efficiently and they could consider the many free video calling facilities when the face to face element is really essential.