Telemarketing is probably one of the most powerful marketing techniques in use today. It is “in your face” direct selling and has the potential to generate immediate sales and revenue for your business. Telemarketing, although expensive, can be one of the most cost effective forms of advertising available provided it is done right. This is where the human element comes into play.
Top 5 Tips for Telemarketing
1. Learn to love objections
Although that sounds crazy, objections should be welcomed. They are the prospects way of telling you that they do not yet have enough information on which to base their decision OR have not yet understood your value proposition. Do not be put off by objections, deal with them, understand the objection and continue in your quest to build rapport and the confidence of your prospect.
One trick that some businesses use is to always finish a response to an objection with a request for an appointment to allow the chance to go through the response in greater detail and to answer any other QUESTIONS that your prospect may have. The key is to handle the phone objection in way that will open up the possibilities of exploring your solution and to gain enough interest and credibility to meet with the prospect face to face.
2. If you are given the choice, go for a PA/Secretary other than a voice mail
The PA/Secretary in most cases is the key to getting through your prospect and if you are dealing with a C-Level decision maker, you will know that over 80%of the Top 500 fortune companies C-Level Execs will have a PA or Secretary.
What most BDM or inside sales reps don’t consider is that PA/Secretary’s usually are the ones that control all the screening and the diary of the execs and they are generally very good at the jobs. So the first person that must understand your value to the company is the PA/Secretary. Make sure that you speak politely to the PA/Secretary and clearly explain your value proposition and the reason why you would like to meet with the C-Level. Send information and follow up as promised and you will be surprised at your response.
People love to help others, so don’t shy away from lines such as “I am curious to know if you can help me”.
3. Refrain from the ugly line “I am not a sales person or I am not trying to sell you anything”
As soon as you say this, you are automatically in the “pesty sales person” bucket. Use opening lines to co-incide with education and information and you will notice dramatic results and the ability to at least discuss what your proposition is.
4. Develop and Prepare a script to help guide you through the call
It is amazing how many sales people make very important prospect calls without having a guideline to run through the call. Don’t fall into the trap of overconfidence as it can be a very costly mistake and could mean the difference between a meeting and no meeting. Make sure that you have a guideline for the call and a structure that can help you guide your prospect through the journey.
Have some answers ready for objections and also a fact sheet with information just in case you are faced with sticky questions. The most important thing to remember is to have a call objective and believe that you are genuinely calling to improve the life of the prospect. No matter their position in the company, your script will need to be designed to keep in mind their KPI and personal stake within the company and how you can help them achieve their objectives.
5. Don’t use a benefit list: use the right questions!
Benefit lists don’t work. What is important is to ask the right questions to see where the organization can benefit from your solution. So don’t be afraid to ask questions. The benefits will be whole lot more relevant and effective once you know where a prospect could use your services in their business.
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