Top 10 telemarketing tips
Published: 25 January 2018
Telemarketing vs Telesales: What do you want to achieve.
o Telemarketing is: a service that generates interest, creates opportunities, provides information, factors customer feedback, makes appointments and produces leads by telephone.
o Telesales is: a service that sells your product or services directly to the customer by telephone.
- WHOM TO CHOOSE TO DO YOUR CALLING:
In-house vs Outsource
o In-house staff - may not be ambitious enough and may need direction
o Temporary staff usually aren’t focused enough as they may be looking for permanent work
o Better to outsource to a professional service, as their reputation is at stake, also they are some additional benefits
They handpick and manage the agents
They use their resources and equipment
They are professional, and your success is important to them
You should source and hand-pick your own data (as you know your clients bests), this should not be delegated to someone else.
o The success of your campaign depends heavily on the quality of prospects and data.
o Has your data been recently updated with specifics like contact names, email addresses, direct telephone numbers?
o It may be necessary to do a qualifying or database cleansing exercise prior to the start of your actual telemarketing campaign
You should be specific with your campaign
o Set an achievable goal, objective or end-game
o Does your telemarketer go through a briefing process to help you drill down and craft the script, goals and objectives?
To help make your campaign more successful, arrange a marketing mix, during and after the telemarketing campaign, this helps make it more effective. For example, you could try including:
o A social media campaign
o A leaflet drop
o An email campaign
o A networking campaign
These should be done within 4 days of the telemarketing campaign.
- GET IN FRONT OF THE PROSPECTS:
Why is this necessary and how do you achieve it?:
o Better to sell appointments than a product or service.
o Try hosting an event to promote a specific product or service that is of interest to your clients, then you have a captured audience.
o Once in front of the prospect, then sell (but remember that whoever is relegated to do the closing should be someone who knows the product well and is enthused about it).
- GETTING AROUND THE GATEKEEPER:
Here are some helpful tips for reaching your target audience or the decision maker directly.
o Try to engage and work with the gate-keeper, use their first name if known.
o Try to obtain and use the decision maker’s first name
o Sound like a decision maker, authoritative not wishy washy. Don’t say things like “is it okay if I…?” or “I was hoping to speak to…”
o Do not sell to the gatekeeper.
o How to respond to: ‘Is he expecting your call’: (say something like) “Yes, I sent him some information through from our Head Office, we need to discuss it before close of business today”
It’s always best to focus on benefits to the client
o Focus on the features and benefits that are of interest to your prospects.
o Prospects don’t care so much about how long you’ve been in business. They want to know what’s in it for them.
- RESULTS ARE NOT IMMEDIATE:
Many expect immediate results from the first phone call, but note
o Decision makers are notoriously hard to reach directly, but with a bit of persistence it can be done
o You need to do other marketing alongside your telemarketing campaign
o You need to follow up, using different media platforms
o It is said you need to market to your prospects at least 7 times before they take action.
- EVERYONE IS PART OF THE SALES PROCESS
It is important to work as a team, each of the below members should be educated and trained to ‘sell’ at different levels – this includes:
o You and your management team
o Your field salesperson
o Your telemarketer or telesales person
o Your social media marketer
o Your website manager
o Your receptionist