Telemarketing forms an important part of most B2B sales operations. It’s one that delivers big payback and impact when done well. A single call can sometimes offer company changing outcomes. So it’s no surprise that most organisations have some element of telemarketing in their marketing mix for market research, lead generation, appointment setting, database development, or event population. Even in the light of potential growth generated by telemarketing, many still don’t make the most of the medium, and even fewer are able to really harness the full power of telemarketing.
So to help you achieve your company’s potential, we’ve put together five of our top tips for powering your telemarketing calls.
1. Measure and benchmark
Not only is monitoring your progress a good way to stay motivated, it’s also important for benchmarking telemarketing success and building future campaigns. We recommend you set clear, achievable barometers for hourly, daily and weekly progress. We also recommend you take a disciplined approach to monitoring how you achieve them. Measure success by way of the number of dials that reach and engage decision makers as well as the number of times your objective is secured.
2. Be clear about why your business is different
Before you pick up the telephone, take time to think through your product or service qualities. Ask yourself what makes the product or service distinctive or special, how you can make a difference to the people you’re calling and what sets you apart from the competition. By keeping these ideas in your mind when you speak to a decision maker, your enthusiasm will spill over into the conversation, making your call even more persuasive and your relationships stronger.
3. Be the authentic you
If you adopt a special phone personality when making a telemarketing call, the person you’re speaking with will be able to tell immediately. In order to really connect with those you are calling, you need to be true to yourself, authentic, and use language that comes naturally. If you use buzz words, specialist language, or exaggerated expressions, you may well come across as fake. Be natural, plain speaking and sincere, people who are trying to be nice are often a bit annoying.
4. Get to the point
How you open your call is key to the success of your call. Most of the people you’re speaking to will be busy and won’t have the time or appetite to sit through rambling pitches. Keep your introduction to the essential facts: who you are, where you’re calling from and the reason for your call. Cut this down to a maximum 10 seconds for the best impact.
5. Get folk talking
The sooner you are able to get people talking, the more chance you’ll have of engaging them in the call and developing a rapport. A good open question will engage and draw your buyers into a conversation with you. This will help to create a dialogue and build a professional relationship, something that’s guaranteed to give your call a better chance of success. After all, people like people who get us talking.