subject: 6 Trade Secrets That Will Improve Your Telemarketing [print this page] Telemarketing companies often struggle with the ratio of calls to successful sales, because they fail to prepare adequately before they call a potential customer. Telemarketing needs to have clear objectives, and engage the decision maker in a variety of ways. Exploratory questions are necessary throughout the process, as is identifying whom you need to speak to, and obtaining their interest.
Call Objectives
Managers or supervisors should establish call objectives, and reinforce their importance within all telemarketers. Basic objectives of any telemarketing include locating the decision maker, finding their need, suggesting a solution (your product) and creating action from the customer.
Decision Makers
Efficient telemarketing relies upon your employee speaking to, and spending time with, the person who can act upon their information. Rather than getting sidetracked by people without authority, make sure your script includes finding out who to speak to, and getting onto them. Ask open-ended questions to avoid being stuck talking to a low level person. Don't discuss the product or solution more than necessary before you have the correct person's attention. Asking questions such as 'Who is in charge of buying for (insert division)?' can help you be directed to the right person. Try to find the number for a person most closely linked to whom you want to speak with, rather than using the generic calls number. This can decrease wasted time.
Ask Permission
Asking permission to speak shows respect for your customer's time. If they are busy, they will listen to you only briefly (if at all), and without paying much attention. However if you ask permission, you give them the opportunity to let you know that you have rung at an inconvenient time. Then you can ask for a follow up call, to be scheduled at a time when they will be more able to listen to your information.
Open Ended Questions
Using open ended questions lessens the likelihood of rejection. It also places you in control, affording you more information, rather than placing them in control as the person who may or may not buy your product or service. Questions such as 'How do you deal with..." will direct the conversation towards your customer's potential problems - that you can then offer to solve. Use direct and confident language. Phrases such as "could you' or 'might you', reveal weakness in your sale.
Summarise
Summarise the conversation you have just had, to reinforce the most important points in your customer's mind. A follow up email with a clear summary and any extra product information is also helpful in moving towards closing a sale.
Create Action
Create action from the customer, whether this is the closing of the sale or a specific look at their budget allowances. If the customer feels aware of a specific action necessary they are more likely to move towards the sale, then if you leave them with a 'Well, have a think about it". Offer more information to solve any further questions or ask them to review a specific procedure. Most importantly, set a date for your next interaction- whether this is a follow up call, or the sale, scheduled interaction promotes action.
