Communication is as essential as air. And as organic beings, we have this impulse to talk or write or gesture, due to the fact that “no man is an island” (unless you are Tom Hanks living on one with a volleyball for a best friend).
Moreover, human ingenuity has created ways in which we can surmount the geographic boundaries that challenge B2B telemarketers from achieving a closed sale. We have telephones now, and that’s a good thing.
But still, as much as we want to praise such innovations, we are still confronted by the psychology involved in making a done deal with a client.
Fortunately, here are some basic telemarketing ground rules to guide you before you go on a warm call campaign.
Show respect; Earn respect. Telemarketers are one of many groups subject to jokes at the office water cooler or the local watering hole. The fact that they are “annoying” or at times “needy” have prompted many prospects to simply hang up, say “I don’t have time for this,” or make wise cracks just for the hell of it. It may sound rather discouraging to aspiring sales reps, but really, the problem is more in the approach. Aggressiveness is a driving force for success. But if you take it to the extreme, it can only be misconstrued as annoying. Thus, always think of your clients as busy people who have a lot of time in their hands, and they may think of you with high esteem.
Be cordial. This could be listed under the previous item, but we should examine it as an independent fact. Being polite is the same as being professional. You want to be decent because you want your customers to know that you are not a typical B2B salesperson. As a matter of fact, you are talking to your client as a provider of solutions, whether the issues involve customer relations management or IT products for shipping companies.
Be clear and concise. There is a thin film separating annoyance and an actual purchase. And it would take a wrong choice of words to puncture through that film and lose a potential buyer. Telemarketers are supposed to be masters of the spoken word. Whether you are reading through a call script or invoking the powers of spontaneous sales speak, you should be able to talk about your company’s offers clearly and reasonable without striking a mental chord.
There are perhaps many more tips where these three came from, but these would suffice to give you that edge to in making communication work between buyer and seller.