Often, a telemarketing campaign is the first point of contact between a company and a potential buyer. This means that the tone, content and success of the call will go a long way to shaping the relationship between a brand and its customer base, so it’s essential that telemarketers get things off on the right foot. Even if a prospect is aware of a brand and its products or services, the first time they interact with a representative of that brand will have a significant impact on how they view the company.
Placing the customer at the heart of the call
As far as is possible, telemarketing calls should be all about the customer. The telemarketer needs to place the requirements and interests of their potential client at the heart of the call. The telemarketer can then use the opportunity the conversation presents to demonstrate to the prospect how the products or services their company offers could help meet these business needs.
By putting the customer at the centre of the call, telemarketers can show that they value and respect their client’s needs. This strategy also provides telemarketers with the perfect opportunity to find out more about potential customers and to handle any objections or questions the potential customer might have. By approaching calls in this way, telemarketers can create a positive first impression, build the foundations of a solid relationship and get a real two-way conversation going.
Put selling aside
Although the main aim of many telemarketing calls is to generate new business, putting this goal aside can actually help telemarketers to make a good impression and ultimately get more from the call. Taking the focus away from selling can remove a lot of the pressure from the call and open up the conversation. This can provide an opportunity for the telemarketer to build rapport with the prospect and allows the prospect to ask questions. Asking questions, or even raising objections, is a sign of interest and offers the telemarketer the chance to develop the conversation and go a little deeper into the benefits and features of the product or service.
People do business with people they like
As most professionals know, people do business with people they like. If telemarketers can create a positive impression, it will reflect well on the brand and will make it more likely the prospect will do business with the telemarketer’s company. By being polite, positive and informative throughout a call, and by ensuring the call doesn’t become too ‘salesy’ telemarketers can help a brand to grow and get customer relationships off on the right foot.
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