Alright, so you’re working on your telemarketing campaign and you’ve finally managed to get your prospect on the phone. What happens next?
Most people want to launch right into a script, babble about the benefits of their products and services, and attempt to make a sale. This is NOT an effective method of telemarketing.
What you should do is take the information you have about your product or service and use it to formulate a list of questions that will help you gain a better understanding of your prospect’s needs. Once you have a list make sure you ask one question at a time and then listen to the answer. Your prospects will tell you what they need without ever realising they’ve done so.
Another common problem is silence – as in, the lack of silence most telemarketers create. Silence is golden when you’re making phone calls. A silent moment or two means your prospect is formulating his or her answer and, when he or she finishes speaking, silently counting to two in your head before speaking will prove that you were listening instead of simply waiting for the next opportunity to speak again.
In your role playing practice (you do role play to prepare for telemarketing calls, right?) make sure you prepare not only to ask questions, but to respond to the answers. What’s the point of asking someone a question if you don’t do anything with the answer?
Lastly, don’t focus on presenting your product. Focus on listening to your prospect, asking detail-oriented questions, and then setting a follow up appointment where you can present a tailored proposal. Your prospects will appreciate the extra time you take to be attentive to their needs.
Telemarketing isn’t easy, but you don’t have to turn it into a terrifying ordeal for yourself. Simply know your product, relax, and enjoy getting to know your future clients!
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