The art of telephone marketing.
Data shows that telemarketing is still one of the best techniques for lead generation. The ability to generate a lead from cold calling a company is an art. If mastered it can make or break a marketing campaign. Not only is telemarketing highly efficient, but it is also extremely affordable.
“Experts have estimated that closing a sale through telemarketing usually costs less than one-fifth of what it would cost to send a salesperson to make a sale in person.” – Encyclopedia.com
The real trick to being a successful telemarketer is keeping the other person on the line interested. You have to get through the initial awkwardness and create a rapport.
“Even if the respondent answers the phone, in most cases they are “on guard” waiting for the sales pitch.” – RMS
General Tips:
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- Remember that everyone loves to talk. Be positive, be respectful, and be charismatic. Also, remember to let people respond.
- Take advantage of the direct interaction.
- Listen for immediate feedback. Pay attention to what is being said, and the tone being used.
- Customize the conversation. Don’t sound like a robot.
- Build Rapport.
- Be confident.
- Schedule a follow-up appointment or call.
Direct interaction is the most advantageous part of telemarketing. Being able to get an immediate response, feedback, and reading of the situation will save you time. This is one of the primary advantages that telemarketing has over other forms of marketing.
Icebreakers:
“Telemarketing is most often used as part of an overall marketing program to tie together advertising and personal selling efforts. For example, a company might send introductory information through the mail, then follow-up with a telemarketing call to assess the prospect’s interest, and finally send a salesperson to visit.” – Encyclopedia.com
If your calls are getting the cold shoulder, then perhaps it’s time to use an icebreaker. Email Marketing can be a great ice-breaker. Emails have the ability to introduce yourself, your company, and other vital information. Even if they go unanswered there is a high probability that they have been seen. This means that the person you are about to call has at least seen the name of your company prior to your conversation.
Social Media is also a great way to break the ice. Like their page, retweet their posts, follow them, or connect on LinkedIn. Some of these platforms even have messaging services built in.
Practice makes perfect:
Don’t be afraid to mess up. Be confident, be bold, and be persistent! Perfect your telemarketing art form one call at a time.
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