Open questions are an integral part of telemarketing. Helping you to get a conversation going, build rapport and gather the information you need, questions are some of the most important tools telemarketers have at their disposal. Asking an open question can make your telemarketing technique even more powerful. Use these communication tools wisely. They can help to broaden the conversation, engage your potential customer and help your call come to a satisfactory conclusion.
Why ask an open question?
Ideally, you want the decision maker to do most of the talking during your telemarketing call. However, as most people are reluctant to share information, or even come across too enthusiastically, in an initial conversation you’ll need to use a few techniques to get them talking.
Open questions are questions that can’t be answered with a simple ‘yes’ or ‘no’. Select the right open question at the start of your call and it will allow you to generate conversation and help you find out a little more about the person and the company you’re speaking to.
How to find the right open question
Although ‘how are you?’ can technically be classed as an open question, it won’t get you very far in the world of telemarketing. At best, you’ll get a polite but dismissive answer, at worst, your intrusive query could annoy the person you’re speaking to. As Mind Tools says:
“Asking the right question is at the heart of effective communications and information exchange. By using the right questions in a particular situation, you can improve a whole range of communications skills.”
Instead of asking a generic question, use this invaluable opportunity to ask a question that will reveal something about the decision maker and their company’s needs. Do a little research as you dial their number, or while you’re waiting for the phone to be answered, so you know just what to ask when the opportunity arises.
Planning your telemarketing call
In an ideal world, every telemarketing call would run something like this:
- You open the call by introducing yourself, your company and the point of your call.
- You then ask an open question – this should always begin Who What, When, Why or How.
- This open question should give you a good idea of the company’s requirements, you can then use this information to generate a lead.
- Finally, you need to close the call. Ask them for a convenient time or date to follow up your conversation.
Learning how to harness the power of the open question can make a huge difference to the quality and the success rate of your telemarketing calls. Start practising with the technique now to see how much of an impact this simple, but effective conversation tool could have on your business. Get in touch with a member of our team to learn more about improving your telemarketing technique.