Telemarketers Must Use Heuristic Approach in Talking with Prospects
Telemarketers Must Use Heuristic Approach in Talking with Prospects
Don't read this!
Does this capture you? Your rational mind might dictate you to heed caution but a part of it creates a picture of you reading this article and finding out why you would be sorry not to read this. As for telemarketers, success lies not only in analytical approach but also by using heuristic method in talking with prospects. Just like how the "Don't read this!" warning captivated you.
Traditionally, telemarketers, through cold-calling, feed the qualified sales leads with all kinds of facts and stats. The acronym FAB is their most often prostituted means. They connected with the "features", continue with"benefits" and slowly end to "advantages" with a bang.
The sad thing is that, it doesn't work that way. Firing your prospects with bullets of information sometimes won't work like a charm. Professional telemarketers must give customers with the data the latter wants and not what the former likes. It's like a person has been given a bagful of Type A blood when what he truly needed was a Type B.
In sales, telemarketers must craft powerful heuristic frames before presenting the data. The rule is to make the prospects respond to what a firm is selling. And this entails to go deep at personal and emotional grounds. The goal is for a customer to personally identify with the solutions and products. Even the best presenter would catch not fish if he resorted in pushing for analytical level. Knowing what a prospect wanted to hear and how to deliver it effectively is a better technique. Reaching to what customers truly are longing for will be an easier path to a closed sale.
Sometimes, facts and figures tend to be destructive instead of being helpful. For instance, a telemarketer tried to convince a qualified sales lead that a product works well with 68% of the people surveyed. The sales lead might ask what happened to the other 32% and may dig deeper gory inquiries.
When using a heuristic approach, a telemarketer's strategy is directed straightly towards the desires of the customers. Be it a constant reminder that customer loyalty is dependent to the degree that a person identifies with a solution- the pros or cons of such solution to both personal and professional success of an individual. The core issues that a telemarketer must understand are the critical issue, cause, impact and vision. When all these factors are known, the difficulty of connecting with a customer is reduced or eliminated.
According to Dave Brown, a principal consultant with Ridge Global Marketing, when using the heuristic approach, three components are to be realized-probe, pitch and provocation.
Catching the prospect's attention is what the probe does. On the other hand, the pitch talks about the solution you are offering. Lastly, the provocation speaks of the urgency to act (whether there's a budget or not). Selling can begin by building these frameworks and facts and figures can be inserted later on.
Let's use a broadband provider as an example:
The probe: A prospect is paying fixed monthly Internet utility expense even when such customer uses it only once a week. The unused portion could be used to another payment.
The pitch: The telemarketer relayed to the customer that the broadband provider has a program of charging only the number of hours used. Therefore, costs will be reduced.
The provocation: The telemarketer persuades the prospect to buy the broadband kit with discount to solve the problem immediately.
The line that will connect you with the prospects and clients is to build an emotional response. Grabbing their attention will pave the way for you to make them listen when you present the facts and figures.
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