Are you trying to take your telemarketing skills to the next level? Then this is the blog for you! You will find everything from the ‘Do’s and Don'ts’ of telemarketing to ‘how to schedule a follow-up’ and much more.
What Makes a Great Telemarketer?
A successful telesales person can ask the right questions that will engage the prospects and invite them into a conversation. They will allow time for active listening, so they can hear the prospects' needs and gather information. Furthermore, a successful telemarketer will remember that each phone call conversation needs to build a relationship with the prospect to make a sale.
How Can I Make Telemarketing Calls More Effective?
The simple answer is to use a successful telemarketing campaign. Although it's a simple answer it's a little more complex when actually creating the campaign. Here are the steps you need to take to get the campaign started:
- Establish the campaign goal. (EX: Market research, lead generation, sale of product/service)
- Establish the target audience and be as specific about the audience as you can be. (EX: age, geographical location, occupation)
- Establish the offer/incentive for the call recipient. (EX: 20% off the sale, free product demo)
- Create the telemarketing list based on the target market criteria.
- Determine the metrics that will be used to measure the campaign's success. (EX: number of follow-ups, number of meetings set, duration of the calls)
- Create a cold calling script that is specific to the audience.
Once you have followed these steps you can begin your telemarketing campaign!
Dos and Don'ts in Telemarketing
In telemarketing, there can be some grey areas of what is acceptable or appropriate to do. We don’t want to leave any room for uncertainty or doubt, so without further ado let's discuss the dos and don'ts!
Do Have a Good Phone List
You are only as good as your phone list, so be sure to get the best one. Here are a few things to keep in mind when buying phone lists:
- Buy from a trusted list broker
- Scrub your list against the DNC list
- Segment the data so it's more manageable and effective
- Validate the prospects on the phone list
The more specific the phone list is to your target audience, the better! You won’t waste as much time on unqualified/uninterested leads and will have more time for qualified/interested ones.
Don’t Overcomplicate the Call
Keep the conversation professional and be direct with the point of the call. There is no need to overcomplicate the call with unnecessary talk, useless information, or trying to get them to commit to more than your original goal for the call. When in doubt, keep the call short, sweet, and to the point!
Do Obey the Law
As a telemarketer, you have to know and comply with all rules and regulations, otherwise, you will be working against yourself by disregarding the law. You should follow the telemarketing rules and regulations such as the telemarketing sales rule. You should also scrub your list against the Do Not Call (DNC) list, as well as follow any other rules or regulations that the Federal Communication Commission might have for your region or line of business.
Don’t Be Shy
There are no non-verbal cues when speaking with someone over the phone and being shy will not help the call receipt feel confident in what you are selling. That being said, when on the phone with a potential customer, show confidence and excitement in your voice.
Know what you are going to say ahead of time and keep your tone upbeat. This not only boosts your confidence, but also makes the product or service seem much more appealing.
Do Seek Permission for the Customer’s Time
Always consider the time of the call receipt. If they were nice enough to answer the phone and hear you out, be sure you don’t take advantage of that. Some prospects, of course, will want to continue a conversation with you, however, not everyone will have the time. A few ways you can seek the customer's permission is by:
- Assuring them that the call will be brief
- Asking if now is a good time to talk
- Asking what day and time of day is best for them to discuss the offer or schedule a follow-up
Don’t Apologize for Calling
You are offering a product or service that will benefit them in some way, so you should be glad and proud to introduce the product or service to the call recipient. By saying you are sorry, you are also saying you don’t think the product/service is worth a call or beneficial to the call recipient.
Even in situations where the call recipient might be upset about receiving a call, don’t apologize. Instead, let them know that the offer still stands, but that you will respect their wishes and not call back.
What Skills Do You Need to Be a Telemarketer: 6 Golden Rules
The 6 golden rules in the telemarketing industry are vital to creating success, building trust with the customers, and generating more sales. We will explain the importance of each, but you will have to do the work of implementing them into your daily operations.
Rule #1: Be Organized
Organization is imperative in three key areas: the phone list, the plan, and the script to follow. All three are necessary and equally important to having order in the telemarketing process. Furthermore, all three need to be cohesive with one another and work towards the goal. Developing and maintaining an organized process will help you achieve your goal.
Rule #2: Speak Slowly and Clearly
The most important factor of cold calling etiquette is speaking slowly and clearly. Not only do you wish to not repeat yourself, but you also want the prospect to understand what you are saying. If you find yourself speaking quickly to be sure you get through your script then that is a red flag. Your script needs to allow time for pauses and discussion. Allow the customer time to process what you are saying by speaking slowly and clearly.
Rule #3: Ask Good Questions
Asking good questions will result in more information and a better understanding of the prospects’ level of interest in the product or service. Here are a few questions that will help you:
- How did you find out about our company/product/service?
- What did the competitor do, that you wish they did better?
- What is most important in a company/product/service to you?
- How can we best meet your needs?
- What form of communication works best for you? (Email, text, call, etc)
- What could we do to improve your experience with us?
- (if they have worked with competitors) How do our services compare to the competitors?
Numerous other questions will give you valuable information, but generally, if you ask questions that aren't simply answered by yes’s and no’s you will receive a lot of insight.
Rule #4: Expect Rejections
People are going to say no. No matter how much you target the phone list and no matter how good the sales script is, there are external factors that can hinder prospects from buying. Even though you will receive rejections, don’t assume that they will never be able or willing to purchase in the future.
Try to uncover the reason for their rejection (EX: They don’t have the money to purchase, their business found another solution, etc). Knowing the reason will help you determine whether they will be a future candidate or whether they no longer fit the criteria for your target audience.
Rule #5: Prepare for a Convincing Call Closure
Okay, you have already baited the hook with your introduction, but now it's time to get them to bite, so you can reel in the catch! If the call recipient hasn’t acted on your offer towards the end of the call, it's because you haven't effectively sold the urgency or worth of the product.
Luckily, for you we have a few questions and tips on how to wrap up nicely:
- How would you like to be sent the product/service purchase price and terms?
- Ask for referrals, so their friends/family/coworkers don’t ‘miss out on the deal’
- What would make this offer even better for you?
- If possible, offer a free trial, link to a demo video, or a sample
- What questions could I answer for you that would help you make a more informed decision?
- Summarize the call and restate the deal or offer
Like with any sales job, knowing how to read the prospect and read how the call is going will help you determine the best method for closing the call.
Rule #6: Schedule a Follow Up Call… and Make It Happen
The overall goal of any telesales calls should result in one of two things: a sale or a follow up call. If you have done a successful job of targeting the company's target audience, then this should be achievable through follow up strategies. To name a few strategies: be on time to every follow-up call/meeting, have an achievable plan/ goal for each call, send recap emails, etc. Do not let a phone call end without a commitment of a follow-up, otherwise, the sale will be lost.
How Can I Improve My Telecalling Skills?
There are a number of ways to improve your telecalling skills, however, one technique, in particular, is sure to make you more aware of what is working and what needs improving. Record your sales calls.
Then, an experienced colleague or boss can listen and go over the calls with you. Though it can be difficult to receive criticism, it's necessary, since we often don’t see our own flaws. By having someone point out the positives and negatives of the phone call, you can then form better ideas and tactics that will improve your telecalling skills and produce better outcomes.
Now you know what sets apart the good telemarketers from the great. For more tips, make sure to check our complete guide to telemarketing for beginners.
Works Cited
Brandon, Lance. "6 Follow Up Strategies That Always Work | Telephonelists.Biz". Telephonelists.Biz, 2021, https://www.telephonelists.biz/blog/4-telemarketing-follow-strategies-always-work/.
Brandon, Lance. "4 Traits Of Successful Telemarketers You Can’t Ignore - Blog Telephonelists". Telephonelists.Biz, 2021, https://www.telephonelists.biz/blog/4-traits-successful-telemarketers-cant-afford-ignore/.
Montgomery, JoAnna. "FAQ: The Telemarketing Sales Rule | Telephonelists". Telephonelists.Biz, 2021, https://www.telephonelists.biz/telemarketing/faq-the-telemarketing-sales-rule/.