“It’s the small things that are usually taken for granted, and in most cases they create the biggest impact.”
Funny, the way people view telemarketing as an intricate process that involves the deepest understanding of human behavior – they’re right, perhaps, up to a certain degree, but for all intents and purposes, telemarketing still boils down to human interaction. And just like your average chat with your office buddy, it entails a harmonious exchange system, and that’s where most telemarketers fail.
Here are some of those surprisingly common mistakes:
Needless rebuttals. When telemarketers prepare for a campaign, their training materials usually include responses to typical objections. That’s great, but perhaps what some of them missed to understand is that they have to wait until the prospect raises those objections before they are addressed. To preempt them with rebuttals is a hideous thing to do and it only makes you defensive and insecure. Why trouble yourself by bringing up a concern that probably didn’t exist in the first place?
Poor transitions. It happens all the time. After discussing all the remarkable features of the product/service, the telemarketer pauses as if waiting for applause from the prospect, and then becomes unsure what to do next because the prospect wasn’t saying anything. What’s worse is when the prospect finally does his job for him by saying, “Okay, why don’t you schedule a meeting next week?” This humiliation stems from the lack of a flawless transition from the product discussion to the sales offer.
Faking a relationship and pretending you’re listening. Being a telemarketer is already an uphill battle by default, so earning someone’s trust should be as genuine as is gets. Face it: friendships are not developed in a matter of minutes, let alone through a phone call. Telemarketers tend to get preoccupied with acting like they’re friendly when they should just be sincerely listening and responding like a real person would.
Resurrecting a dead-end issue. Perhaps because of some misplaced sense of determination, most telemarketers try to force life out of something that’s dead right from the start. Instead of wasting precious time, why not draft a method that helps you determine if a prospect is qualified within the first few minutes of the call?
Not projecting results. Sales pitches usually focus on product features so much that it fails to highlight what it could do for the prospect’s business. So what if it’s a state-of-the-art email solution? Would that mean better business or a pointless luxury? They tend to fall short of painting a picture of success; hence they likely become unconvinced that they need helps.
Inappropriate requests for referrals. Put yourself in your prospect’s shoes: What would you feel if a telemarketer immediately asks for a referral right after the very first call? You’d reckon it’s too soon. Even after a successful sale,prospects don’t usually refer a provider that’s still relatively unknown to them. That’s something to be earned first later on before you get to be recommended to other companies for a job well done.