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The Power of Human Touch in B2B Marketing

Posted on by GCL

The Power of Human Touch in B2B Sales and Marketing  

2002 – Linkedin Launched

2004 – Facebook Launched

2006 – Twitter Launched  

The Digital B2B world as we know it truly started in 2002 and since that time our world has been revolutionised by a plethora of “shiny new objects” Pintrest, Youtube, Socialmedia.com et al – giving us all new and better ways to connect with our customers  and prospects. Some hailed the advent of Social Selling as the death toll of tradition solutions across the globe and in some ways they could be right!

The sales process can be long, challenging and above all – expensive; so new, quick win solutions that deliver prospects to your door can be a really valid, useful way to fill your pipeline without the associated expense of tele and field based sales teams. Metaphorically for example – identifying a core group of followers that share a common interest in hiking per se can be a great way of targeting new prospects for compass sales or tent promotions.

B2C sales and marketing teams benefit much more from the simple, mass targeting and filter process that social media platforms offer and in theory this should map onto B2B Sales and Marketing in the same way. B2B sales and marketing teams however are not experiencing the same “social revolution” WHY?

B2B sales and marketing was not born in 2002 and is not built on the same core channels as B2C, instead of above the line, mass media and other promotional tools, business critical, considered B2B Sales has always shown more success from Human Touch activity, built trusted, close relationships and delivered larger, more profitable sales and a result.

Human Touch is an underused term in B2B Sales and Marketing teams and is often overlooked as a distinguishing factor, often it can be assigned to Sales rather than Marketing as those actually “physically” talking and interacting with prospects and customers, succinctly Human Touch can be described as a core, person to person interaction, on the phone or face to face it is the difference between “yet another email” and a real, human voice/face with a  personality and  a willingness to really add value to the recipient.

As we move into the digital age we must align Human Touch with the real benefits that social, email and online platforms can bring and consider how best to integrate the new with the established to deliver new leads, prospects and sales back to our businesses. Best of Breed Tele-Services including unscripted telemarketing, lead generation and appointment setting have proved their value and ROI over and over – used by Enterprise and SMB sales teams all over the globe to connect sales teams with new prospects.

Simply relying on online platforms and email awareness is a dangerous strategy for any sales and marketing team especially in a world where email has become the new junk mail. Similarly, relying on a Human Touch with no online presence or brand awareness is neglecting the multitude of channels that we as choose to inform ourselves through – in today’s world we are forced to embrace the new and blend it with best practice Human Touch to  really generate the vital pipeline, prospects and sales that our businesses require. An email alone will not generate a Multi -Million Customer but blending awareness, contact, messaging and relationships digital and human touch will build and sustain a successful sales and marketing team.

GCL Direct are experts in Human Touch, Unscripted Telemarketing and Blended Data.Insight.Dialogue solutions – to find out more visit www.gcldirect.com , call 0121 4522020, follow us on Twitter or connect with us on Linkedin.

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Transform your Pipeline in 12 weeks…

Posted on by GCL

Where is your business coming from? Transform your Pipeline in 12 weeks
It’s no secret that B2B sales cycles can be complex and demanding, require experience and expertise to develop and can be frustratingly long winded. So when B2B Sales teams spend valuable and expensive time trying to sniff out the next opportunity it’s almost like looking for a needle in a haystack.
At GCL we’ve spent over 23 years developing and honing our B2B telemarketing skills and have witnessed first-hand the frustrations of both Sales people and Sales Management teams at the lack of pipeline they have. Using all of our knowledge, experience and expertise we’ve developed a 12 week program to both kick start your pipeline and deliver long term business growth.

It all starts with Data
Data is the corner stone to any successful pipeline, knowing your prospects and the key Decision Makers within them is the foundation platform for success.
Sounds simple? Ok it’s a little more scientific than “know your prospect” but analyzing the sectors you’re successful in, have reference-ability in and are aligned well with your solution benefits will enable you to build a core “foundation” database to work from . Our data services look at your in house data, GCL’s extensive database and sector specific data houses to create a “whole of market” data set from which to spring board the pipeline.

Know your Champions!
Having a foundation prospect database is a great first step but to start engaging with new prospects (or existing ones) we must start to build out and define the core decision makers, sponsors and champions that will ultimately become your clients. In today’s multi-channel world however it’s not simply enough to “know” who these individuals are – think carefully about your long term strategy, if that will include online and e-nurture make sure that that these communication methods are a clear requirement in the data building.

Define Now, Later and Never.
To recap, we now have a whole of market database, aligned with your successes and business benefits as well as a core suite of potential decision makers to start a dialogue with. At this stage most organisations engage an internal or outsourced telemarketing team to “attack” the market at an arbitrary start point or, in most cases, by focusing on the largest organisations first in the hope that this will start to build their pipeline.
The reality is that whilst this will make an impact on your pipeline and you may see elements of “luck” that happen to be in the buying cycle, as a business you still don’t have a strategic view on the pipeline available, either Now, Later or Ever!
To really build a strategic pipeline and enable business growth we must start with 3 W’s and an H…
HOW – do they cope with the challenges you could help them solve?
WHO – do they use to support them currently?
WHAT – do they spend on similar or competing solutions?
WHEN – do they foresee a change in this scenario? look to review? Consider new solutions?

Now we’re really getting somewhere! Now we have a core foundation dataset, with the correct, identified decision makers and by building the data and INSIGHT above we can see the all-important core financial values that your prospect universe represents. Knowing whether your universe has a potential value or £1 or £100 Million will not only help shape and structure your marketing efforts but should directly impact on the Sales and BDM investment.

Fig 1.

Stage One Pipeline

Fig 2.

 

 

 

 

Now and Later
At final stages of the initial transformation plan you and your team should be able to start to segment the Now, Later and Never prospects, not only giving your Sales Team more focus on winnable, profit making prospects but enabling the marketing and sales team to develop a nurture strategy to develop their relationships with potential clients.
Fig 3.

Stage 3 Pipeline

12 Weeks at a glance:
Fig 4.

Stage 4 Pipeline

Developing a long term pipeline often relies on the core insight, data captured and usable intelligence combined with prospect engagement and good appointment making to tie the whole process into the sales cycle – knowing Who, How and When to target these prospects whether through an outsourced, experienced telemarketing agency like GCL Direct or through a stable internal resource will not only help achieve this year’s targets but support your continued growth next year and beyond.

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How Telemarketing Can Boost Your Profits

Posted on by GCL

Here at GCL Direct we use an effective and direct approach to telemarketing for a variety of industries. Our way of generating leads has seen astounding results for a whole range of businesses and is proven to work efficiently. Thanks to our help, the profit margins for many businesses have increased, proving the telemarketing technique to be hugely successful. Continue reading →

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