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Telemarketing Strategies and Customer Relationships

In our previous article entitled “Developing Telemarketing Success – Script Based or Free Flowing?” we highlighted the advantages and disadvantages / challenges of each and mentioned that the primary consideration for the best approach to telemarketing approach lies in the product and / or service that is in line with the stages in the relationship the appointment setter has with the prospect. We hope that this article will enable you to be more effective in your telemarketing efforts and achieve telemarketing success.

Not all prospects are entitled to the same level of relationship and service that the appointment setter will provide. Therefore, telemarketers must agree with their clients and decide on the telemarketing strategies and the relationship that is most appropriate for the product or service offering.

There are two aspects to consider in determining the type of relationship that can be built. Each of these aspects corresponds to the measure of commitment and the motivational incentive that exist in the relationship.

1. Prospects – would want to pursue long-term collaboration with products or services that is a key element in their ability to create value for their customers. When there is minimal differentiation in product or service offering, the prospect may not appreciate the need for a collaborative effort.

2. Telemarketers – would want to pursue collaboration with prospects who are lead-users, represent a large amount of potential revenues and provide status (example: naming existing large clients in order to gain credibility). When needs are the same across prospects, buying processes identical, prospects are of the same size, collaboration may not be needed from the telemarketer’s perspective

For each of the two aspects, there is a different telemarketing strategy that can be adopted. There are four telemarketing strategies:

1. Script based telemarketing strategy
a. Prospects are very similar and only a few exceptional differences, script based telemarketing strategy is very effective.
b. The product should be very easy to understand, direct and simple.
c. Involves scripts or memorized sales pitches from which the telemarketer does not deviate.

2. Need satisfaction telemarketing strategy
a. Involves identifying the prospect’s needs and tailoring the sales pitch to fit those needs.
b. Requires good questioning techniques from the telemarketer and the ability to carry through a good conversation.
c. Involves identifying the prospect’s needs and making the presentation along that need.
d. Works best when there is a variety of needs across the prospects and choices have to be made among products compared to custom made solutions.

3. Consultative lead generation strategy
Similar to need satisfaction strategy, however, the choices are not just a matter of choosing from a variety of finished or packaged offers. Instead the telemarketer brings specialized expertise into a complex problem to create a customized solution.

4. Collaborative telemarketing strategy
Going beyond consultative strategy, collaborative telemarketing strategy allows both the telemarketer and the prospect to create customize solutions and a commitment to jointly plan for lead generation mutual benefit.


To ensure the success of a lead generation campaign, it is highly essential that the client work closely with the B2B provider and jointly create and develop plans. It is not just a matter of choice for the telemarketer on whether to use a script based presentation or a free flowing one. It is an issue of product and / or service overall strategy – the big picture perspective.