Delivering Innovation

  • make sure you have a map. Before you start your telemarketing campaign, do you know what you want to achieve? Are you collecting additional contact information, such as the name of the decision maker or requesting the email addresses of specific contacts? Are you creating brand awareness? Are you conducting market research? Looking to close a sale over the phone? Without a clear directive, your telemarketing campaign will never get off the ground.

  • Make sure you know your target audience. Who are you targeting your marketing message too? Knowing your target audience is an integral part of any outbound sales program. There is no point in talking to someone who is not interested in hearing from you.

  • It’s about the list! The success of your telemarketing campaign comes down to the telemarketing list you use. Your list needs to be precise, specific, and the right size. The number of callers should determine the size of your telemarketing list. If you only have 1 person making the calls, you don’t want the data to go bad before they can call all the contacts on the list. Conversely, if you have 10 telemarketers making the calls, you need to make sure the telemarketing list is large enough.

  • Know the Rules. Many countries have Do Not Call regulations. Before starting any telemarketing campaign, do your research and make sure you comply before calling someone.

  • Have a killer script. You only have a few seconds to make a good first impression on the phone. Your script should be clear and direct; you’re more likely to succeed if your prospect fully understands what you’re offering, as quickly as possible. Working from a script keeps you focused on what you need to get out of the call. It also helps curb the nervousness that can come from making cold calls. Just make sure you don’t overrehearse and end up sounding like a robot. With a more natural speed, you will sound more sincere.

  • Be informed. The obvious first question is why should I listen to you? Now why should I buy from you? Make sure you are well informed about the benefits of your product. Good knowledge will help you persuade your prospects.

  • Turn it into a conversation. It should sound like you’re having a conversation rather than making a sales pitch. Be prepared to talk about any questions they have.

  • Try to get a compromise. This is the key to end a call. At the end of the call, you should ask the prospect for a commitment to buy your product or service. If the prospect shows any interest, thank them for their consideration and ask for their final decision.

  • Know how to say “No”. Sometimes a “no” is really a “no”. Don’t let it bother you, thank the person for taking the time, and try again another day. Telemarketing requires a lot of patience and persistence to produce good results.

  • Politely end your call. Whether you get what you wanted or not, always thank the person on the other end for their time.

  • Keep your word. If you say you’re going to send any marketing material, send it. If you waste someone’s time or leave them hanging, waiting for unfulfilled promises, chances are they won’t buy from you in the future.

  • Practice makes perfect. It can take a little time to get used to telemarketing; don’t give up if the first call isn’t perfect. Remember that the worst that can happen is someone saying “no,” which doesn’t leave you any worse off than you were before you made the call.

  • Don’t just cold call. Your telemarketing efforts should be part of a larger campaign that uses a mix of different direct marketing strategies: a direct mail campaign, an email blast, and even social media. You may have to communicate half a dozen times to establish a relationship that will deliver results.

Telemarketing can be extremely effective if done correctly. It doesn’t have to be difficult, and it doesn’t feel like you’re harassing your prospects into submission. Take the time to plan everything. The more time you spend preparing, the better the results of your telemarketing campaign.

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