Telemarketing – or cold calling – is pretty much still in practice in many companies today. Even with the advent of newer technology, there is still a large market for leads that can be converted through the telephone.
Simply put, it still works.
In this short article, we’ll discuss some of the spiels that a lot of telemarketers have been getting wrong for ages and we’ll help you be even more effective in this form of marketing. Grab a notepad and a pen and let’s get right to it!
Telemarketing Basics You Have Probably Overlooked
Don’t sound too scripted
Picture this, you’re in your office, and you’re having a terrible day. Half your staff has called in sick and to top it off you’ve got a deadline that can’t be met.
This might be a little too much, but believe it or not, it happens more than we want it to. Now, imagine receiving a telemarketer reading off of a script first thing in the morning?
The scene sounds terrible right? More often than not, people don’t like telemarketers because at times it seems as if they are reading from a script and unable to strive to meet your particular needs.
You have to make sure that you do not sound too scripted and care about the prospect. Some people have bad days, and not all people are the same.
If you have a script, make sure you still adapt to the demeanor of the person you’re talking to. Speaking of scripts, here are free sample telemarketing scripts for all industry types.
The early telemarketing pitch
We know your time is valuable and that’s why you want to do your best to close a sale as quick as possible. However, pitching too early might lead to a higher degree of rejection.
Before you even pitch you should build rapport first, i.e., you have to get the person to like you to a certain degree.
Pitching too early will make it seem as if you’re too hungry for a sale. People don’t like this. Try to build yourself up before you put your product forward. You’re the brand ambassador at this point.
Being pushy (yes, it needs its section)
Believe it or not, the point detailed above is as worse as being too pushy with your sale.
When a person says “no” to the proposal that you have, you have to learn to back down and accept it. Let’s face it, you will get a lot of rejection, but you have to understand that you can’t be too pushy.
Being polite and accepting no as a favorable response gives you and your brand credibility and professionalism.
You never know, the next time you call them up they might be interested in another product or service.
Talking twice and listening once
Think about this phrase for a while:
“People like being heard.”
This means that you have to listen more than you speak, listen to what the prospect has to say and find ways of using your product to solve their problems.
Remember that people generally do not like spending money, but they do enjoy having their problems solved for them.
It makes you come off as polite, and it helps sales. Sometimes they might not be interested in your current product, but another thing that you are also selling.
Pronouncing things wrong
Do you like people mispronouncing your name? Neither does the person that picks the phone up.
There’s this adage that goes, “If you don’t have anything good to say, don’t say anything.”
If you feel as if you’re going to get someone’s name wrong, then avoid saying it altogether, find a way to pronounce it accurately, or skip the call for today.
Being unable to pronounce someone’s name correctly is unprofessional, and it’s even worse if you can’t pronounce the company’s name properly.
It makes you come off as unprofessional, lazy, and unknowledgeable about what the people on the other end of the line provided.
Rapport vs. too much rapport
Sometimes it may seem as if we’ve been having a shortage of friendly people. While you want to be familiar with the person you are talking to over the phone, you can’t be too comfortable with them.
Being too comfortable over the phone is counter-productive, it establishes that you will do everything to make a sale.
The person you’re talking to already knows that you are trying to push a product, so keep it cordial and jolly, but don’t be overly familiar.
Telemarketing doesn’t have to be so difficult. If you were to combine the proper balance of friendliness, professionalism, and the sale, you’ll surely make more conversions that you would initially think.
Once you’ve identified and addressed these telemarketing mistakes, you can now look into combining calling with other channels for a more effective multi-channel approach.