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Who Are Telemarketers?

Updated: Jun 7, 2022

a female telemarketing with a question mark over their face

It may come as a surprise, but when it comes to doing business, it’s not the goods or services that matter most: it’s the human interaction. In our core, we are all emotional beings and when it comes to B2B sales, it’s often the emotional and social factors that influence a decision. This is why the role of B2B telemarketers is so critical and the unique skill set they possess can make or break a business.

What makes B2B telemarketing effective is that it targets the human interaction which lies at the heart of every successful business. In fact, the majority of B2B sales are closed only after at least one face-to-face meeting which only means that the initial step – the first phone call – is of the essence.

The goal of a successful telemarketer is to gain an understanding of the buyer’s needs and situation and find out how these fit together with the goods and services their company offers. An effective telemarketer needs to master the art of conversation and turn the initial phone call into the beginning of a positive relationship. High interpersonal skills are critical as they’re needed to quickly convey a sense of warmth and trustworthiness; and as most B2B conversations are done over the phone, the telemarketer can only rely on their tone and inflection rather than facial expressions or body language.

What makes B2B telemarketing so crucial is that telemarketers know how to strike a tone that is neither too aggressive or overly apologetic, and come across as confident and self-assured. They can balance the need of the buyer with the needs of their own company, and allow the prospect time to process the information, all while asking open-ended questions to encourage the flow of information.

In a nutshell, B2B telemarketers allow companies to capitalise on the human interaction which is key to every successful business. The ability to empathise, a high level of interpersonal and sales skills, and knowing when to ask and when to listen are at the core of successful B2B telemarketing and can turn every phone call into a successful outcome.


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