Though the fundamental principle of telemarketing is fairly straightforward – call a potential customer, deliver your proposition and finalise the particulars – in reality, it’s not as easy as it seems. Telemarketers can run up against a whole host of challenges when making their calls, and it’s how they deal with these challenges that determines whether their call will be a success or a failure.
A lot of the time, businesses come to Blue Donkey because their previous telemarketing campaigns have failed. Whether they’ve attempted to run them in-house or have outsourced them to another telemarketing agency, businesses often find their first forays into telemarketing don’t produce the results they were expecting.
To help improve a telemarketing campaign’s chances of success, and explain why a campaign might have previously failed to produce results, we’ve identified some of the most important steps we need to take to ensure projects prosper in our hands. Keep reading to find out more.
Stay away from scripts
You’d never use a script when speaking to a person face to face, so why do it on the phone? Scripts make calls sound robotic, routine and uninspiring. They can create a distance between the telemarketer and the contact, irritate professional buyers and decisions makers and dramatically lower the call’s chances of success. At Blue Donkey we never use scripts. We believe there’s no substitute for training, knowledge and experience so focus on using staff who are committed to communicating your brand to customers and potential customers.
Avoid technology rich language
As we’re based within the Cambridge technology bubble, we’ve become used to dealing with companies involved in this fast paced industry. Over the past two decades, we’ve discovered that packing too much in-depth information or technical jargon into our calls can be counter productive. Overwhelming for the person receiving the call and daunting for the person dialling, specialist IT language is a big turn off for professional buyers and decision makers. What’s more, with the technology industry moving at lightening pace, the specifications we’re using are often out of date before the pitch has even begun.
Focus on ‘what’s in it for them’
When making a telemarketing call, we always recommend speaking in terms of the business benefits delivered by a solution, rather than going in-depth into its specific attributes during a call. As well as being easier for a decision maker to understand, a targeted overview should naturally lead onto a face to face meeting where more detail can be discussed. Give too much information over the phone and it could leave you nothing to talk over in person, negating the point of a meeting.
Speak to the right person
When making a telemarketing call, it’s essential you speak to the most senior decision maker available. Though it may take more work to get hold of them, speaking to the person who has real decision making powers will give your pitch a much better chance of success.
Choose the right objective
In our experience, getting good quality meetings takes time and effort. You can’t expect to cold call a company and get a meeting straightaway. Instead, you’ll need to start slow, nurture the relationship and work towards a face to face appointment. If you have had previous contact with a company, and so are working off warm data, it shouldn’t take you as long to obtain a meeting, however you’ll still need to put a bit of legwork into building strong links if you want the relationship to be successful.
To find out more about running telemarketing campaigns that produce real and productive results, or to learn how we can help you improve the quality of your calls, take a look around our site or contact a member of our team.