Recently, B2B marketing discussions have been largely influenced by digital channels such as social media marketing and content marketing. However, human interaction still plays a role in building successful relationships with B2B buyers.

During the last year, the way we do business has changed, and face-to-face meetings that are an essential element of many B2B deals have become obsolete. B2B telemarketing is a tried and tested marketing channel that allows organisations the opportunity to interact and influence customers in ways that are not possible with digital channels. This blog will help you to explore how to effectively use the power of human interaction through telemarketing in a digital-first world.


Although business decisions are guided by rational and objective factors, in the final analysis,  B2B buyers are human, and emotional factors have the ability to influence a buyer’s decision.

Telemarketing provides an opportunity to convey warmth and trustworthiness in a way digital interaction will never be possible. The goal of B2B telemarketing should be to build a relationship with potential customers and to understand their needs.

A good understanding of the buyer’s personal needs and an in-depth understanding of the product enable the call agent to understand how the two fit together. Demonstrating how the product solves potential customer- specific problems shows that telemarketers have listened to them and can go a long way in building positive relationships.


One of the main advantages of telemarketing over other marketing methods is the two-way conversations. Telemarketing is about being proactive, and a good telemarketing agent should come across in equal parts respectful and warm. There are no facial cues and body languages to convey emotions, it must be done through their voice.

Attract potential customers and provide them with opportunities to respond, reflect on their answers and provide them with well-thought answers. Telemarketing conversations should provide potential customers with opportunities to solve problems, not deliver a sales promotion!


All purchasing decisions, even those made by B2B buyers in a professional environment, are affected by emotional and cultural fit. Telemarketing allows highly personalised interaction between agents and potential buyers, demonstrating common values that can win the trust of a buyer and help build a relationship.

For example, large companies will tend to choose organisations of similar size, or those that have similar customers to them, while the smaller family companies may choose organizations that can provide more personalized services. Just listen to the individual needs of buyers and sympathize with their situation

The goal is to build trust between yourself and the caller, not to make a sale there. Use phrases that promote a kind of trust, such as “I understand your situation” or “I find that customers in a position similar to yourself found “X” helpful in solving that problem”.


Persuasion is completely different to an over-enthusiastic sales, and it is important to differentiate between the two. Agents who have rushed to complete the sales promotion are of no avail to promoting buyer interest, and wise persuasion may be the impetus they need to take the next step in sales.

Effective persuasion requires the caller to first identify the buyer’s needs and demonstrate an understanding of the challenge they face. The agent can then present the product in a manner that is appropriate to the buyer’s specific situation.

By establishing credibility and trust and proving the relevance of the product to the buyer’s needs, it is easier to take potential customers to the next step.


A well-qualified target list should mean that your product is likely to be relevant to the business and the buyer. However, every business and buyer’s personal objectives and priorities will be different, and it is important to understand their goals and priorities.

Improper responses to the information provided to agents may hinder the progress of the call and the future relationship with the buyer.. Good telemarketing requires agents to listen and reflect on the answers they give to ensure that people understand what is said and understand the buyer’s situation.. Doing so allows the agent to provide advice, customer experiences or other additional information that are relevant to the buyer.

If an agent finds themselves unable to answer a question raised, especially complicated questions, it is best to arrange a follow-up call. In fact, this can provide an opportunity to take a step forward and transfer the buyer to the sales team to follow up.


Even in a world full of digital marketing options, human interaction is an integral part of B2B sales. Telemarketing allows organisations to utilise personal interactions at an early stage to attract buyers, understand their needs and communicate the value you provide.

Effective telemarketing attracts buyers on an emotional level and allows an agent to obtain information that can influence further interactions and communications and cultivate loyalty and trust that cannot be achieved through digital channels.

Want to start a B2B telemarketing campaign but you are not sure where to start? Reach us today, our agents have decades of experience and have had conversations with countless high-level executives and decision-makers. When it comes to B2B sales, they truly understand the power of human interactions!

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