Effective Telemarketing

Published: 14th May 2006
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PLAN & PREPARE

Make sure that you are prepared for the call:-



Have all the relevant documentation to hand.

Prepare a 'Script'

Use bullet points NOT sentences you design your own script)

Familiarise yourself with the "script" - practice, write down your agenda and be direct.

Keep the opening of the conversation simple, BUT say something interesting try using a prime desire statement to "grab" their interest so they'll want to hear more.

Explain why you are calling.

Question - use a variety of questioning techniques i.e.

Open, Reflective, Direct, Hypothetical, Exploratory etc.





SET YOURSELF GOALS & CLEAR OBJECTIVES (PRIMARY & SECONDARY)

Consider - what is the purpose of the telephone call? (aim high but realistic)



Is it - to inform?

To establish a need?

To obtain an appointment?



NEVER attempt to sell your product or services over the phone (unless you're in a telesales role)



NEVER - make a statement you cannot back up.



Remember to Discipline Yourself - Don't Be Deflected





ENSURE THAT YOU HAVE THE RIGHT INFORMATION



NEVER assume that the information you have is correct:

Confirm you are talking to the right person.

Confirm they have the authority and not just the title.



Be informed

Know the industry they operate in

Who else have you helped in that industry?

Tell them.





REACHING THE DECISION MAKER

Don't attempt to establish the decision maker and then talk to them in one phone call, if you don't know who to speak to then that is a call in its own right.



Set yourself a target, say four attempts to get through to the decision maker, if you still are unable to reach them, try a different approach.



When to call - If you keep a call log of all your calls you'll soon get to know which are the most productive times to reach the decision maker (e.g. traditionally Monday morning is a poor time to cold call). You may like to use the enclosed telephone log sheet to monitor your call successes.



Human Barriers - The higher up the organisation you go then the higher and wider the barriers seem to become, with receptionists, secretaries and personal assistants all seemingly having no other purpose than to stop you getting through to the decision maker.



Try outside the normal office hours - You will avoid the receptionist and may get straight through. Security staff are often a good source for information and they are usually more than willing to show off their knowledge about the company - they also have the time to talk!



As a last resort send a letter first explaining that you will be calling - therefore the receptionist is "expecting your call".



CLOSE WITH A COMMITMENT - KEEP THAT COMMITMENT

If the commitment is to an appointment then always confirm in writing - BUT

o BE BRISK

o BE POLITE

o BE IMMEDIATE



SOME GENERAL TIPS FOR SUCCESSFUL TELEPHONE COMMUNICATION.



o Always dial the number yourself.



o Ask for the contact by name i.e. "Mr. Smith" please.



o If speaking to his/her secretary you may use the contacts first name as well.



o If asked who is calling use your FULL name.



o If asked the name of your company - Don't be afraid to give it.



o If asked why you are calling, - tell them.



o If they are not available say YOU will call back and ask the most convenient time.



o If they are on another call DO NOT stay on the line.





TELEPHONE QUALIFICATION PROCESS

The following is a list of areas you need to incorporate into your 'script' with some suggestions as to how you may find out the answers, however the secret to good telephone communication is to make it yours, i.e. your language, your terminology, that way you will feel confident and this will be apparent to the person you are calling.



Responsibility/DMU

o Who should I be talking to regarding the purchase of?

o Who else would be involved in such a decision?



Money

o When do you believe a budget will be made available for such a purchase/project this year?

o What do you envisage that budget to be (i.e. is it realistic).

o Is the budget dependent upon anything?



Implementation

o When is this purchase required to be completed by?

o Is there a particular reason for this timescale? (are they realistic?)



Competition

o Who else are you talking to?

o How did you choose them?



Expertise

o What are you hoping to achieve? (is it within our capabilities?)



Commitment

I feel I understand what is required and that we can help, I'd like to discuss your requirements further in person, would Thursday or Friday next week be suitable?





SOME RULES FOR YOU TO REMEMBER:



o ALWAYS SMILE - It projects a warm personality which is non threatening.



o ALWAYS BE ENTHUSIASTIC - It's infectious.



o STAND UP FOR THE IMPORTANT CALL - You will sound more decisive, more authoritative and it expands the diaphragm.



o ALWAYS PLAN YOUR CALL - Be prepared, know the reaction you are aiming for.



o NEVER - Offer any appointment on the hour - this will give the impression it could take an hour.



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The moral right of the author, Jonathan Farrington, has been asserted.All rights reserved.This publication or any part thereof may not be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying, recording, storage in an information retrieval system or otherwise, unless this notification of copyright is retained.


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