Telemarketing tips, hints and advice

As the roads become even more congested the telephone is an important tool to help save you time, money and wasted visits to prospects that are not ready and able to buy. The telephone enables you to make your pitch directly to the prospect. Used skilfully the telephone is a very effective part of your sales and marketing tool kit. Planning and the right techniques will help to ensure success and to overcome the obstructive techniques used by receptionists and secretaries.

Why are you calling?

Telephoning can be used to: research the market, gather names for a mailing list, make appointments, follow up on a previous marketing activity, to sell and to keep in contact with customers. Plan why you are calling and stick to it. If you are calling for an appointment remember that is what you are selling at this stage not the product or service.

Who are you calling?

Use “Man” [standing for Money Authority and Need] to ensure you are talking to the decision maker. The first question you ask will determine if you are dropped at the first hurdle. If you ask a question related to your product or service you can expect to be directed to a lower level member of staff. For example: “Who is responsible for purchasing IT equipment?” Gets you the buyer or a junior member of the IT department. Instead ask who is responsible for IT strategy in your organisation. Do not launch into a sales pitch with anyone other than a decision maker.

What are you going to say?

Preparation and planning are key to success. Prepare a script that you will use as a guideline for the call. Decide on your opening. Remember that you have about 30 seconds to make the right impression. Give your name and the company name, explain the reason for the call and ask if it is convenient for them to take the call. Plan the questions you will ask to establish information and anticipate the questions and objections prospects will respond with. Practice makes perfect.

What makes a good script?

Try to avoid announcing directly what you are selling as this invites rejection. Instead explain what the prospect may expect to gain from your service or product, give supporting evidence and ask for the outcome you want, possibly an appointment or the order. Think like your prospect what would encourage the prospect to meet with you. Give information and do not make claims you cannot support or use tricks. “Earlier this year we carried out a product redesign project for that reduced their component count by 19%. I would like to visit to explain how.” Handle objections by asking questions “May I ask why you feel they are not appropriate?” Explain why you are asking questions, “ it would help me to understand if you could” “To make sure that I send you the right information for your project can I ask you a few quick questions?” Always acknowledge with “thank you.”

What to do about gatekeepers receptionists and secretaries.

Firstly remember they are only doing their job and you need to explain who you are and why you want to speak to the boss. Avoid giving the sales pitch to them and remain cool and polite. It is always advisable to ask for the person responsible and ask to be put through. If you are questioned try to give some details that make it complicated for the operator to remember and pass on all the facts. To the question “can I help” you might respond “ Well it is a little complicated. I need some information from him. Would it be better if I called back this afternoon or tomorrow morning?

What about closing?

Start closing from the beginning of the call. You should have a plan for a close that can be any action agreed between you and the decision maker, for example action to be taken immediately, or at a later date etc. Uses the assumptive approach say things like “When you use” rather than “if you decide to” Test for closing with questions like “ How do you feel about that?” If you think the prospect has potential and you cannot achieve your preferred close have a fallback position such as agreeing to provide updates or customer case studies. When making a follow up call don’t expect the prospect to remember you, reintroduce yourself. Use open questions to gain more information.

Remember when you call someone once a year they only remember you for 10 seconds, so consider how you can develop a relationship that when their existing supplier relationship breaks down they call you. Ask if you can keep in touch or put them on your mailing list. Keep comprehensive records that you can refer back to.

Need a shortcut to success?

Want help from me to grow your business? Give me a call on 01226 290288 or email gareth@gapmanagement.co.uk

About Gareth Morgan Since starting I have helped over 100 businesses to grow and improve their sales and marketing activities. I have even saved money for many of them! I work with businesses of all sizes from start- ups and inventors to well established companies. Away from work I am a passionate rugby fan supporting Bath and Wales enjoy real ale, good food and wine and walking. My latest passion is my new granddaughter.