The role of B2B telemarketing in franchising

For many franchisees, B2B telemarketing is one of the most important tools they have available to them to grow their businesses to the size they want.

The role of B2B telemarketing in franchising

For many franchisees, B2B telemarketing is one of the most important tools they have available to them to grow their businesses to the size they want.

But its importance in finding new customers and bringing in new revenues is confined to franchisees. According to the UK Data and Marketing Association, B2B telemarketing brings in £11 worth of revenue for every £1 spent on it.

eDivert, the franchised telephone answering service, features as part of its proposition a B2B telemarketing service including telemarketing for accountants, telecoms companies, business insurance companies, recruiters, and solicitors.

What role can telemarketing play for B2B franchisees?

B2B telemarketing has a unique place because people still buy people first. If someone gives you a verbal assurance that they’re going to do something or be somewhere, it’s far harder to break than if the assurance had been given by text message or email.

There’s something else to consider too. When someone is on the other end of the line talking to you and asking about your franchise and its products and services, it’s easier for them to tell you what you want them to tell you than it is to write it down.

B2B telemarketing makes contact easier and two-way. Far more information is shared in a live conversation than in an email exchange.

What can B2B telemarketing achieve?

Book new appointments

If reps need to generate their own leads, they’ll spend 2 or 3 days a week doing so.

Rather than spending those 2-3 days generating leads, let telemarketing staff book appointments for them. Give them the opportunity to spend more time making sales rather than chasing prospects.

Generate new leads

B2B telemarketing delivers leads for franchisees’ marketing and sales team. By using an outsourced service, companies can dial down or up their marketing activities without having to recruit full-time staff.

If you have your own in-house team, your team costs a lot less and they can be managed as part of your franchise’s standard fixed costs.

Market-leading intelligence

If you know more about your clients, why they buy from your company, and what they’re going to need in the future gives you valuable insight so that you can plan better for the future. 

Build trust & awareness

A personality and a voice on the other end of a phone benefits your company by lending a human dimension and quality to your company. 

Although most of the businesses you get in touch with will not be in the market when you get in touch, these future buyers will know that you want their business and the fact that you made the effort to contact them makes your franchise stand out from other companies.

Cleanse your data

Out-of-date information on customers and prospects wastes time and money. 

When you contact a customer or a prospect with an incorrect or misspelled name, this will not create the impression you want to create for your franchise. 

Make sure you continuously validate your customer database and ask for important information your sales team can use at the same time.

Promote your event

With hundreds of trade shows held each year in the UK, competition for attendees is high. 

There is also a growing trend among franchisees to hold events within their offices or even to open pop-up shops to publicise their brand. 

Wherever you’re going to be, promote your franchise to new and potential customers with an introductory phone call.

Which types of franchise should use B2B telemarketing?

The following types of franchise would benefit the most from B2B telemarketing:

  • Business and Office Services
  • Communications
  • Consultancy
  • Corporate Benefits
  • Financial Businesses
  • Health Services
  • IT & Telecommunications
  • Personnel Services

Ultimately, there are many reasons why franchises should use B2B telemarketing and hopefully this article has given you a little more insight into how influential it can be for your business. 

ABOUT THE AUTHOR
Zoe Price
Zoe Price
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