Telemarketing tends to get a bad rap. Yes, I have added myself to the “no call” list to keep my dinner hour undisturbed less disturbed. But for B2B, well run telemarketing programs can be a key part of a strategy. When the right customers are targeted, the business buyers are happy to talk to a supplier. And for sellers, telemarketing (or inside sales) can be an efficient and effective method to generate leads for an outside sales force or close sales and service smaller customers. This article, “Case Study: Hewlett-Packard division uses outbound telemarketing for lead generation” (BtoB, January 4, 2010) provides an example of the success HP is having with such a program.
“H-P Wields Its Clout to Undercut PC Rivals,” The Wall Street Journal, September 25, 2009. This relatively short article shows how a large PC manufacturer (HP) and a large mass-merchandiser (Wal-Mart) use their power to pressure suppliers to lower costs and deliver lower prices to consumers. Great example of the channel captain concept we bring up in the first Place chapter in our books.