A B2B Telemarketing Mini-Module on Effective Coaching

Good conversationalists and negotiators are born, not made. But being verbally prolific doesn’t guarantee success in telemarketing. A lot of other elements need to blend in to complement to the traits required for one to be a good telemarketer.

For one, B2B lead generation is a multi-faceted endeavor. There are several ways to generate qualified and targeted B2B leads, but doing it over the phone is one of the most basic pillars of this field.

Now there could be many telemarketers who are by default good speakers, so the only improvement left to focus on is the development and support part. Here are some pointers on how to mold telemarketers to be (even) better at their jobs:

Examine their strong and weak points.  Start by spending enough time with the team.  Observe their areas of strength and opportunities for improvement. Listen to a random sampling of recorded calls to gauge the current skill levels.

Let them set their own goals. First, determine if they are aware of how good they are, If not, give them a summary of how you have assessed them, and then based on that feedback, guide them in creating their skill objectives. Remember to setup a time frame as to how and how often these goals are monitored.

Always offer feedback, and make it constructive. Learn how to respond accordingly to different behaviors: people doing their tasks well, those in need of a little reinforcement and those who are not on the right track. Keep it positive and constructive, explaining how it would help improve the quality of their work.

Allow them to share input.Forcing agents into a system they’re not comfortable with can be counterproductive for the whole team. Learn to ask for their creative input on certain aspects of the program so they could also do their part effectively.

Strive for consistency.  Make sure to follow up with team members over time to let them know you recognize their efforts toward improvement. Instill a mindset of consistency – remind them that success should not be short-lived, otherwise it’s pointless.

Always practice. Just because the skill is there doesn’t mean there’s no longer a need for practice. A sharp tool still needs maintenance, and considering how the industry just rapidly shifts behavior every now and then, it’s always best to be prepared for any challenges in the future.