Telemarketers may get a bad rap, but they are actually an instrumental part of a company’s success. They can help a business build their lead base and increase sales.If you're interested in entering the sales field, a telemarketing job is a good place to start, especially if you'd like to gain real-world sales skills but aren’t ready to encounter prospective clients face-to-face.Below are seven telemarketing tips to help you grow into a stellar telemarketer.1. Know customers by name. Before you call a prospective client, make sure you know how to pronounce the person's name correctly. If you're unsure, check with a peer or supervisor, or research the proper pronunciation online. If you begin a call by mispronouncing a prospect's name, you'll quickly lose their interest.2. Have an A+ attitude. Begin each shift with a positive attitude and try your best to maintain that attitude throughout the day – even if you get discouraged. Prospects will notice a negative tone in your voice and, again, will lose interest quickly. A positive and upbeat tone, however, can be contagious.3. Stick (mostly) to the script. It’s important to understand and memorize the key points of the script provided to you by your employer. Become familiar enough with it so you only need to refer to it minimally. Make the script your own by customizing portions of it to match your personality, but make sure that you stick to any language your company requires you to use when describing products or services.4. Practice, practice, practice. Practice reciting your script or making mock phone calls frequently, whether you're just starting out or have been on the job for a while. In fact, practice your phone calls with a family member or friend. More than likely, that person will help you relax and speak with more confidence. During these exercises, take note of your tone and energy so you can carry both of those things into your calls with prospects.5. Stay focused. Begin your calls strong and maintain that strength throughout the duration of your call. If you start with a lot of energy and enthusiasm, and the call lasts longer than you anticipated, the prospect will recognize that you have moved away from your script and are flying solo. It's important that you display confidence in your subject matter and interest in your interaction until the call ends.6. Become an expert. Closely study all of the features and benefits of the product or service you're offering. The prospect may ask questions, and your ability to articulate your answers to those questions can mean the difference between making and losing the sale. Make sure to have all the answers available at any given moment to avoid having to place a prospect on hold.7. Take note of feedback. If you begin to notice a pattern in the types of questions prospects ask or in the concerns or objections they express, be sure to note those observations. Later, you can share them with your telemarketing peers or supervisor so you can work together to find an effective solution for future calls.
Telemarketing is a marketing strategy that involves connecting with customers over the telephone or, more recently, through web-based video conferencing. (See also Direct Marketing)Telemarketing is one of the most divisive strategies in modern marketing because many organizations have been known to use irritating or unethical practices in telemarketing. One of the most negatively-perceived versions of telemarketing is known as “robo-calling,” a practice that involves using a pre-recorded message delivered through an automatic dialing machine that can contact thousands of people every day. Because of these and other unpopular methods, there are many government regulations of telemarketing in several countries throughout the world.
Despite generating an estimated $500 billion per year worldwide, telemarketing is resoundingly negative in the public perception. The term itself is mostly associated with cold calls to private individuals at home, which can skew some statistics that don't survey businesses or individuals in a professional capacity.Thoughts associated with the term “telemarketing” in a Direct Marketing Association survey of 1.78 million private individuals.
- 98% claim telemarketing makes them “angry”
- 92% claim to receive fraudulent offers via telemarketing
- 20% neglect to report suspected telemarketing fraud out of embarrassment
While many methods of telemarketing are looked upon negatively by consumers and lawmakers, the telemarketing field is broad and includes several methods that are ethical and highly effective. In the above example of Moneycorp, the campaign was not about selling a product over the phone, but making contact between Moneycorp's senior sales team and their potential clients more effecient and successful.Telemarketing can help a wide variety of organizations achieve improved results in different ways. Though the most obvious form of telemarketing involves company calls to individuals at home to pitch them products, telemarketing is also a significant strategy in business-to-business sales, event promotion, political campaigning, and lead generation for more sophisticated sales procedures. (See also Outbound Marketing)
Market Makers, the telemarketing company hired by Moneycorp, contacted corporations that were in need of the service Moneycorp provided. The marketers did not attempt to make a sale over the phone, only collect contact information and determine a potential client's interest in Moneycorp's services to generate strong leads for the senior sales team.Companies that wish to promote an event that appeals to a specific demographic can also use telemarketing to reach potential participants. For instance, a company that organizes continuing education conferences for dentists could use telemarketing to contact a large number of dental practices to raise awareness about an upcoming conference, and encourage the dentists to attend.Political campaigns use telemarketing extensively to raise funds and convince people to vote for the campaign's candidate or cause. Large campaigns, like those for presidential elections, tend to use automated systems to reach the largest number of people possible. Local campaigns for positions like mayor or congressional representative, or for local ballot measures, often employ live telephone representatives instead. A similar method is used for universities and nonprofit organizations that wish to raise funds and increase participation.In the past decade, there has been aggressive legislation regulating or outright banning robocalls in several American states. As of 2012, 23 states prohibit robocalling in some form. Many enforce bans through the National Do Not Call Registry. The NDNCR was first implemented in 2004 to give consumers the option to refuse any telemarketing calls whatsoever and take legal action against any organization that ignores their registration with the Do Not Call list.
Any form of telemarketing can also employ an inbound method, which is the use of other kinds of advertising and networking to encourage customers to make first contact in search of more information or to make a purchase.
Any organization interested in using telemarketing must first have a strong understanding of the product it wishes to market. This not only means giving the marketing team plenty of information about the product's features and specifications, it also means conducting research about who would be interested in the product.Most telemarketing targets a specific demographic. An organization using telemarketing should conduct market research to learn about its target demographic, such as the demographic's buying habits and the kinds of products they value the most.For example, if a cleaning service wanted to use a telemarketing strategy, it could read market data and conduct surveys to find out what kinds of customers are in the greatest need of professional cleaning and what they want in a cleaning service.With the marketing team properly informed and the market research complete, the company's next step is to set clear goals for what the telemarketing campaign should accomplish. The campaign can be about closing sales, generating new leads, or simply collecting market data that can be used in other sales and marketing campaigns. In the case of the cleaning service, they may wish to use telemarketing to generate leads among the demographic of homeowners who make more than $100,000 per year.Once an organization has its campaign goals in mind, it can create the actual materials used during telemarketing calls. Many organizations write scripts that telephone associates memorize and recite during calls. Others simply give their telephone associates goals and allow them to conduct more natural conversations with customers to achieve those goals (See also Call Center Marketing). If the cleaning company from our example doesn't want to use a script, they could set a goal for the phone associates to gather customer information, like interest in the service and the best times for cleaning crews to visit the customer's home
The final stage of telemarketing campaigns depends on the campaign's goals. If it is a direct sales campaign, the final stage is the closing of a sale. This can happen in one call or after several return calls over a specific period of time. Campaigns designed to generate leads end by delivering those leads to a sales team. Regardless of the campaign's purpose, the marketing team should assess how well the campaign achieved its goals and use both data gathered and recordings of live calls to determine areas where the campaign or the phone associates can be improved.