B2B telemarketing -Up close and personal

In the late 1990s and early 2000s telecoms company one2one, now T-Mobile, ran a successful campaign in which it asked viewers which living person or historical figure they’d most like to have a one-to-one conversation with. The promotion successfully won over audiences and became one of the most memorable campaigns of the era. Thinking about who we might want to have a one-to-one with, and thinking about what we’d say to our hero if we met them, can help to crystallise thinking and focus your mind. Although long-departed historical figures may not be able to give you any answers, the exercise is a good way to learn more about your own thought process.

Reflecting both the company’s name and its ethos, the one2one campaign saw stars like Ian Wright, Vinnie Jones, and Kate Moss line up to discuss their all-time heroes. While footballer Ian Wright chose Martin Luther King Jr. and Kate Moss chose Elvis Presley, Vinnie Jones opted for his wife Tanya as the person he’d like most to have a one-to-one with (yeah whatever!).


Whether it’s a colleague, an employee, a friend or a relative, sitting down for a one-to-one with another person can be very enlightening. Giving you the opportunity to discuss important issues, find out how another person has lived their life and examine your own professional and personal choices, a one-to-one can be incredibly enriching.

Asking questions that matter

The key to a productive one-to-one in B2B telemarketing, as with other things, is exploring key issues by asking the right questions. Not only will the right questions help you to get the most from the discussion, they’ll also demonstrate to the person you’re speaking to that you’re genuinely interested in their work and their needs. Knowing exactly what to ask in a one-to-one can give you an invaluable insight into someone else’s business and help you to get a real conversation going.

Open questions are those that generate expansive answers, closed questions usually get a simple yes or no, so it’s important to ask open questions that are clear and relevant to the purpose of your discussion. They usually begin with the words who, what, when, why or how.

According to research and learning specialists Mind Tools when it comes to questions, it’s “Garbage in, garbage out”, they go on to explain, it’s a popular truth, often said in relation to computer systems: if you put the wrong information in, you’ll get the wrong information out. The same principle applies to communications in general; if you ask the wrong questions, you’ll probably get the wrong answer, or at least not quite what you’re hoping for. Asking the right question is at the heart of effective communications and information exchange. By using the right questions in a particular situation, you can improve a whole range of communications skills. For example, you can gather better information and learn more, you can build stronger relationships, manage people more effectively, and help others to learn too.

One-to-ones in B2B telemarketing

If every time you make a B2B telemarketing call you treat it as a one-to-one, you’ll find you get a lot more from your marketing. By bringing the focus, the conversation and the connection you experience in a one-to-one to your call, you can engage your prospect in a real two-way conversation, build a rapport and lay the foundations of a mutually beneficial business relationship. By thinking about the questions you’re going to ask beforehand, you can ensure your call stays on point and that you gain valuable information and insight into the person and the business you’re connecting with.

Learning how to make the most out of a one-to-one conversation is an essential part of telemarketing. To find out more, or to learn how to improve the quality of your calls, explore our site today.

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