Although making introductions and raising interest in a product or service is an important part of telemarketing, there’s a lot more to the task than generating leads. In fact, if you’re running a well-rounded telemarketing campaign, securing leads will be just one aspect of your strategy. As well as creating valuable leads, there are a number of other goals you can achieve through a telemarketing campaign. Many of these help a company to boost brand awareness, increase its customer base, and strengthen its B2B relationships.
Setting an appointment with a new potential customer is often the first step in making a sale. However, in the vast majority of cases, marketeers won’t be able to make an appointment the first time they contact a new business. As Marketing Donut says:
“Research suggests only one in every 50 deals is struck at a first meeting – yet many sales people give up after just one or two knock-backs.”
Instead of making an appointment the ultimate focus of a call, think about how you can begin to build a relationship with the prospect. This will help you get to know their needs and requirements, and understand their specific circumstances.
As well as helping you to build rapport with your prospect, taking the time to get to know them will help your call to stand out from the crowd and help you to tailor your products and services more precisely in the future. Setting an appointment is an important stage in moving a telemarketing call towards completion. It shows that the prospect is genuinely interested in what you have to offer.
The more you can find out about your customer base and prospective clients, the better. Understanding their needs, their goals and their objections will all help you to ensure you’re offering the products or services they really need. Asking prospects to spare you a couple of minutes to answer a few questions can take the pressure off. The decision maker won’t feel obligated to make a purchase (or an excuse) at the end of the conversation. Simply getting a dialogue going is a good way to garner valuable market research and to begin building a business relationship with the prospect.
As you start dialing your call, get the company website up. Looking over this will allow you to tailor your questions to suit their needs and give you the opportunity to show how your products or services could make their lives easier. Showing empathy, understanding and expertise during calls should leave an impression on the buyer. When you call back to secure a sales lead, they’ll remember you in a positive fashion.
Looking for further advice?
If you want to make your telemarketing calls about more than simply securing sales leads, we can help. Our training methods help to raise the bar and can give your telemarketing the depth and expertise you need for your brand to outshine others. Get in touch to find out more.