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