A negative brand impression can be very hard to recover from, especially if it’s the first impression you gave a potential client. As telemarketers are often the first contact a company has with its prospective clients, ensuring your team knows how to avoid making a bad impression is essential if you want your telemarketing campaigns to succeed.
1. Coming on too strong
If there’s one thing that decision makers dislike more than anything else, it’s telemarketers who come on too strong. Diving head first into a sales pitch before you’ve taken the time to build up a rapport with the decision maker will make your telemarketers seem pushy. This could easily lead someone to a negative impression of your brand.
2. Not doing your groundwork
Decision makers and gatekeepers are busy people, so if they think your telemarketers are wasting their time, they won’t see your brand in a positive light. To prevent this, make sure your telemarketers do the right groundwork before they pick up the phone. They should be clear about what they can offer and how it stacks up against alternatives in the market.
3. Failing to ask questions
Asking questions is an essential part of building a positive brand impression. If your team fails to engage with the prospect and create an authentic two-way dialogue, they risk alienating the decision maker.
In addition to helping to create a productive conversation, asking questions gives telemarketers a valuable opportunity to find out more about the prospect and to demonstrate that they have the potential client’s interests at heart. These two strategies will help to improve the quality and the outcome of your telemarketing campaigns.
Make sure you have a compelling reason to call a particular type of organisation. This may be the sector an organisation is in, the size, or the type, but begin by creating a well profiled target list first. This will help to ensure the businesses your team are contacting have potential needs and requirements in line with the products or services you offer.
4. Pushing decision makers to act before they’re ready
A good connection with a strong product or service, offered to the right organisation and buyer will help influence people to act. If they don’t act then they may agree to at least speak with you again when the time is more appropriate for example, because there is a decision pending at that time or a new budget on the horizon.
If the data is right and the call is strong you can usually expect to generate a positive outcome, but that may not necessarily be a lead, it may be an opportunity to speak again. In our experience the most valuable relationships take time to nurture.
5. Unknowledgeable telemarketers
Your telemarketers need to be able to answer all of the questions that decision makers throw at them. This means they need to have an in depth knowledge of your company, your products and your services. They should be able to discuss the benefits of what you offer and make a compelling case for why you’re the best option out there.
Find out more about improving the quality of your telemarketing calls by taking a look around our site or getting in touch with a member of our expert team.