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Lisa Shepherd

3. Do you have a clear message?

- Are you able to articulate your solution and the results
it delivers in a few sentences that will spark interest?

4. Is the ROI of telemarketing better than the ROI of other
tactics?

- Does your deal size and profitability justify the cost
of telemarketing? For example, if you spend $500 for
every booked meeting and you get one deal for every
10 meetings, your deals would need to provide more
than $5,000 in profit to break even. For some B2B
companies this is easy, for others it’s a huge stretch.

If you determine that telemarketing makes sense for your
business, here are some tips to make it work:

Identify your targets.

• Clarify the kinds of companies you are targeting. What
industry are they in (by NAICS or SIC code), what size,
what geography?

• Identify the decision makers or gatekeepers for your
product or service. Is it the president, the head of
operations, or the office manager? Or someone else?
On many calls, you’ll need to ask for this person by
name, title, or description so know in advance who you
want to speak with.

Develop your target list. You will need several types of
information to make your telemarketing efforts worthwhile.
Key among them:

• Company Name
• Company URL
• Individual’s Name

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© 2012 Lisa Shepherd