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The Power of Human Interaction - Telemarketing in a Digital World

01 Jun 2021 | By Gerard Bonner

B2B marketing discussions are largely influenced by digital channels such as social media marketing and content marketing in recent times, however, human interaction still has a part to play in building successful relationships with B2B buyers.

During the last year the way we do business has changed, face-to-face meetings which were an essential element of many B2B deals have become obsolete. So, how can businesses still leverage human interaction without physically interacting with prospects?

B2B telemarketing is a tried and tested marketing channel, it can give organisations a chance to interact and influence prospects in a way that simply isn’t possible through digital channels. This blog will explore how the power of human interaction can be effectively harnessed through telemarketing in a digital-first world.

Better Understand A Prospects Needs

While business decisions are guided by rational and objective factors, at the end of the day B2B buyers are human beings and emotional factors also have the ability to influence a buyer’s decision.

Telemarketing offers an opportunity to convey warmth and trustworthiness in a way digital interaction could never. The goal of B2B telemarketing should be to build a relationship with a prospect and gain a deeper understanding of their needs.

A good understanding of the buyer’s individual needs paired with an in-depth knowledge of the offering allows the calling agent to understand how the two fit together. Demonstrating how the offering solves a problem specific to the prospect shows that the telemarketer has listened to them and can go a long way in building a positive relationship.

Convey Tone Effectively

One of the key strengths of telemarketing over other marketing approaches is the two-way dialogue. Tonality can be much easier to convey in a conversation as opposed to digital copy.

Telemarketing is all about positivity, a good telemarketing agent should come across in equal parts respectful and warm. Without facial cues and body languages to convey sentiment, it must be done through their voice.

Engage the prospect and offer them the opportunity to respond, reflect on their answers and provide them with well-thought answers. A telemarketing conversation should present the prospect with an opportunity to solve a problem, not deliver a sales pitch!

Demonstrate A Cultural Fit

All purchase decision even those made by B2B buyers in a professional setting are influenced by both emotional and cultural fit.

Telemarketing allows for highly personalised interaction between the agent and potential buyers, demonstrating shared values that can win the trust of a buyer and help build a relationship.

Big businesses, for example, will tend to go with organisations of a similar size, or those that have clients that are similar in stature to them whereas, smaller family businesses might opt for one that can provide a more personal service. Listen to the buyer’s individual needs and show empathy to their situation.

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


Persuasion is entirely different to an overly enthusiastic sales pitch and it’s important to differentiate between the two. An agent rushing through a sales pitch will do little to further a buyer’s interest, intelligent persuasion might be the push they need to take the next step in the sales.

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

Moving the prospect onto the next step is made easier by establishing credibility and trust and demonstrating the relevance of the offering to the buyer’s needs.

Listen, Consider, Reflect and Advise

A well-qualified target list should mean that your offering 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’s important that they are understood.

Inappropriate responses to the information provided to an agent can hinder the progress of the call and the future relationship as a whole. Good telemarketing requires agents to listen and reflect on answers they are given to ensure what is being said is understood and the buyer’s situation is being taken on board. Doing so allows for the agent to provide advice, customer experiences or additional information sources that are relevant to the buyer.

If an agent finds themselves unable to answer a question raised, particularly a complex one it’s better to arrange a follow-up call. In fact, this can offer an opportunity to take a step forward and move the buyer onto the sales team to follow up.


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

Effective telemarketing engages buyers at an emotional level and allows an agent to obtain information that can influence further interactions and communications and develop loyalty and trust in a way a digital channel cannot.

Looking to undertake a B2B telemarketing campaign but you’re not sure where to start? Reach out to Maven TM today, our agents have decades of experience and have conducted conversations with countless high-level executives and decision-makers. They truly understand the power of human interaction when it comes to B2B sales!

Topics: technology telemarketing, B2B Telemarketing

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