subject: Cold Calling - Tips To Turn Into An Expert Telemarketer, Make Calls Effective And Get Results [print this page] In spite of the legislative environment governing calls by the telemarketing industry, cold calling is still one of the best ways of generating sales leads and increasing revenue. It is unreasonable to assume your office will be inundated by customers unless you take the initiative to sell to them. By using cold calling effectively, you can attract more customers and boost your business.
Here are a few ideas that can raise the response rates of cold calls:
1. Define the objective of the telemarketing call
The goal of a cold call is not to sell but to just pave the way for a sale. The first conversation is about setting up a meeting or getting some sort of an encouraging response.
2. Know your target customer
Comprehensive market research should precede a telemarketing campaign. After defining the target audience, get details of the person or company you will be contacting. By doing your homework, you can align the product or service with the prospect's needs and make your call's relevance come through.
3. Select an opening line for the telemarketing call
Prepare an opening statement to start the conversation. This prevents any missteps and gets you focused. Don't start with "Can we talk now?" or "How are you?" These statements give customers the opportunity to excuse themselves and hang up. Your call should start with a greeting and address the person by name (preferably with a Ms. or Mr.). Follow it with an introduction - just your name and the company you represent . From here it would be easier to move into a dialogue. Use the information you collected on their business to present your service or product as a possible solution for their business requirements.
Jot down the opening line for reference before making the cold call. Don't read it off a piece of paper. Just use it as a reference.
4. Draft a script to refer to during the phone call
A script prepares the telemarketer for any queries or concerns that may be raised by the prospect. List out the various advantages of using a product or service. Keep a "problem-resolution" card handy. For every question the prospect may ask, you'll have a ready reply. This technique also projects confidence. The prospect feels she is talking to an informed salesperson. Again, the script is for guidance only, and not for reading word for word.
5. Be specific in scheduling an appointment
Specify a time when asking for an appointment. Ask "Can I meet you at 10 am tomorrow?" If it's inconvenient, the prospect will offer another specific time and day.
6. Respect the people you talk to
In telemarketing, callers often connect to assistants of the decision makers. Be courteous and remember their names for future communication. Getting on their good side is critical to getting your message conveyed to the right individuals. They will give you the information and details you want when you ask them politely.
7. Send promotional gift items - something small but distinctive
Sending a unique gift is an excellent way to make your business stick in a customer's mind. When they receive a call from you, they recognize you immediately by having a recollection of the gift.
8. Make cold calls in the morning
Decision makers have more time and energy in the mornings. Catch them early in the day rather than when they're snowed under meetings or other work.
9. Be consistent in following up
Studies indicate that telemarketing sees success only after the fourth or fifth follow up call. In spite of this statistic, many telemarketers throw in the towel after the second follow up. Be persistent if you want to see results.
10. It is definitely a numbers game
Probability of making a sale goes up with each call. Let us be honest. Every call will not convert into a sale or an appointment. But if you make enough calls, some percentage will bring success. Key is to consistently get better so that you can sell more with lesser number of calls. This is bound to come about if you keep calling the prospects and not get demoralized by negative responses.
Telemarketing is a skill that needs practice. Great telemarketers have the experience of thousands of calls and a experience of handling varied set of customer responses. Keep at it and soon you would start to see success.
