Telemarketing the right way

Tuesday, 26 April 2011 00:00

Avoid the pitfalls of telemarketing. Build your next campaign around the following seven cornerstones.

1. The message. It is essential that the callers are briefed properly on the product or service they are to sell. Just giving them a script is rarely enough. Involve every team member from the outset, this avoids any misinterpretation of key information.

2. The audience. You are only as good as the data you start with. Ensure the data list is targeted to your specific criteria. Speak to the right person, or collective group of decision makers and maximise the opportunity to gain their business.

3. The medium. The telephone is a powerful tool along with email and the World Wide Web. Imagine if you could utilise all of the above. A clever telemarketing campaign integrates all of these mediums to maximise new business opportunities.

4. The delivery. Be confident and polite. Have a concise opening statement prepared and get gatekeepers on your side. The conversation will flow naturally and provided there is a genuine interest, there will be a favourable conclusion.

5. The timing. Many people argue that there are more receptive times of the day. The close may take some relationship and rapport building along the way. Use this to your advantage. Be personable and aware of current events and industry trends.

6. The staff. Telemarketing can be a tough job. The best incentives are those which reward long-term client relationships. Make the staff aware that they are an instrumental part of the sales process. Team building and office morale is essential.

7. The agency. Size doesn't matter. Choose an agency that you see particular synergies with. Make sure your objectives are their objectives. The ideal relationship with an agency will be on-going and a win-win situation for both parties.