In a world where information is abundant, and where we all understand that the warmth of a human voice can make all the difference to way our brand resonates in the mind of buyers, there are few things more annoying than a caller reading from a script. Not only does this make you want to put the phone down straight away, it also gives the impression that the company calling has no idea who you are. This makes it unlikely you’ll listen to them, let alone buy their products or services.
Use a script and the best case scenario is you’ll put the person you’re calling to sleep – worst case, they’ll hang up the phone. To help ensure you’re not putting potential customers off with your opening pitch, it’s important you tear up the script and redraw your telemarketing strategy from scratch. By using intelligent questions, good information and a team of callers able to engage and inform, you can transform the success of your telemarketing campaign and give potential clients something meaningful to think about.
Know your audience
When it comes to telemarketing one size definitely doesn’t fit all. Every company or individual you contact will have different requirements, with all of your potential customers having their own specific reasons for needing your products or services. In order to make calls intelligent and informative, you need to take the time to understand these individual motivations. The more you think about why a company or person may want your products or services, the easier it will be to tailor your call to ask the right questions and peak their interest.
The first questions you ask when you make a telemarketing call can make the difference between success and failure. Create a series of questions that are insightful and that get to the heart of your potential customers’ interests. It’s also very important to listen and respond to the answers you’re given. Blindly ploughing on with question after question tells the caller you’re not really interested in them as a business and is a real giveaway you’re reading from a script.
Be different and give them a reason to act
The majority of the people who cut you off in the middle of your intro do so because they see no difference between you and other callers. To ensure they see the value of your products or services as soon as possible, you need to be different, compelling.
Use the information you glean from your questions to tailor your discussion. The more you learn about the person or business you’re calling, the easier it will be to demonstrate the value of your products or services to that business. Once you’ve showcased the benefits of what you’re offering, you need to give the person you’re calling a reason to act. This call to action should be clear during your call, so both you and the potential client have a clear sense of objective.