telemarketing tips

Telemarketing Tips – Part Two

Effective Telemarketing Techniques

Last week, we began a discussion of effective telemarketing techniques. We offered several tips to help you make a personal connection with a prospect, establish your company’s trustworthiness and then offer something valuable for free. As a leading provider of lead lists, we at have a vested interest in helping telemarketing campaigns succeed – we know that you’ll then return and buy more lists!

Our hero telemarketer is about to conclude the initial phone call. Let’s continue the thread:

  1. Book an Appointment: Usually, when prospects receive free gifts with perceived value, they are willing to schedule a follow-up phone call. This ploy allows the prospect to “win” – i.e. exiting the phone call with something of value in return for nothing more than a phone appointment. They are already “ahead of the game” and are thus more likely to be willing to talk again later. In fact, they may be looking forward to the next conversation.
  2. Gather Information: The purpose of the second conversation is to gather information that can be used to assess how likely the prospect is to actually buy what you are selling. Start with open, general questions asked in a friendly manner. Do not drill the prospect – high pressure tactics are premature at this stage. Only elicit the information they seem freely willing to divulge. Your telemarketing script should target three relevant questions that will provide you valuable insight into your prospect’s needs and how your product will fulfill those needs. Although the questions are scripted, keep the tone natural.
  3. Prepare for the Third Conversation: You’ve gathered some insights and now it’s time to end the second conversation. You do so by first asking permission to send the prospect some marketing material, perhaps disguised as general information. You then should make a third, hopefully final phone appointment. Switch to closed questioning, such as: “What work’s better for you for our next phone call, afternoon or evening?” You are starting to lock the prospect in to a selection from a limited menu of choices. This is an important psychological threshold.
  4. Close the Deal: In the third conversation, you want to be armed with a list of possible objections your prospect may voice along with the suitable counter-argument to remove their resistance. For instance, if they seemed worried about the product’s quality, assure them with testimonials, a money-back guarantee, free shipping of returns, etc. Appeal to their reasonableness as you remove any reasons for hesitation. When they finally crumble, reinforce their decision by reiterating why they decided to make the purchase and praise their vision in doing so.

You won’t win them all, but hopefully these tips will up your batting average. Happy hunting!

Eric Bank

Telemarketing Tips – Part One is a leading purveyor of lead lists for various businesses, including oil & gas investors, collectors, accredited investors, Hispanic businesses, etc. Our lead lists are frequently the basis for a company’s telemarketing campaigns. Telemarketing is a type of push marketing – you are actively contacting potential customers in order to sell them something. It’s not easy work, and requires a particular mix of skills and personality to work well.

Usually, telemarketers work from a script. But what makes a telemarketing script effective? Here are five important tips for improving your telemarketing performance:

  1. Understand where telemarketing fits into the overall marketing strategy. Most companies use a mix of techniques and channels to increase sales. If telemarketing is you sole approach, we suggest you plan out three phone calls to woo the prospect at a comfortable rate. High pressure and rushing only alienate the lead. Plan out your three phone calls something like this:
    1. First: establish a rapport with the lead without any pressure. Try a short questionnaire, or ask permission to send an email or direct mail.
    2. Second: find out the prospect’s motivations and review the merits of your product. Make an appointment for a follow-up phone call..
    3. Third: sell, sell, sell. It’s probably now or never. If possible, do the third chat in person rather than over the phone.
    4. Talk nicely to your prospect. First, identify yourself and your reason for calling. Try to speak in a speed, tone and pitch that mirror those of the prospect. This is a good psychological technique to establish rapport. If you can’t immediately get a fix on your prospect’s speaking style, go loud, fast and happy – show your prospects that you don’t want to waste their time. It will also make you sound more interesting.
    5. Find a connection. You may know the prospect’s job or location, so find (or make up) some connection to these. If you both have a mutual acquaintance, so much the better. Don’t ask any questions quite yet – you are still establishing rapport. If you had previously sent out direct mail, use that as your entre. Just assume they received the mailing – you don’t need for them to tell you otherwise.
    6. Brag a little. If you or your company has won an award or some positive news coverage, mention it here. Reference your TV and radio ads. Mention prominent clients you have helped or to whom you’ve sold products.
    7. Make an exciting offer for a freebie. You aren’t selling your product yet, just your trustworthiness. The free offer could be some compelling information or a cheap premium. For instance, if you are talking with a woman, offer a free can of pepper spray.

You’ve got their attention, now is the time to gather information. We’ll continue this discussion in our next posting.

Eric Bank