Dial Up the Enthusiasm: The 8 Secrets of the Most Successful Telemarketing Companies

Posted by on November 26, 2012 in Marketing, Telemarketing [ 0 Comments ]

There have been plenty of people predicting the demise of the telemarketing industry as a result of the national Do-Not-Call registry and the rise of cell phones. But telemarketing companies say not to start digging graves just yet.

For telemarketing to thrive, callers need to ditch the impersonal scripts and robo-calls and rebuild trust with consumers. Here’s some advice from these industry experts we rounded up:

Larry Kaplan, president and CEO Northbrook, offered the following tips to Entrepreneur.com:

1. Understand the business: Read industry journals like Teleprofessional, Telemarketing and Call Center and join professional networks to get a better understanding of marketing, management and technology-related issues and make contacts.

2. Get to know your competitors: If you’re trying to build your own telemarketing company or improve your in-house services, it’s wise to determine who your competitors are so you can differentiate your service from theirs. Although outsourcing is  the trend it still accounts for less than 10 percent of all telemarketing; chances are your biggest competitor will still be an in-house call center.

Ken Krogue co-founder of InsideSales.com told Forbes.com:

3. Embrace technology: Krogue says sales — especially inside sales — is becoming more like the movie “Moneyball” — successfully relying on statistics to track down the best leads. He advises using power dialers with new predictive 2.0 technology directly integrated with a reliable CRM solution to help better target calls and figure out the best times to call.

4. Find good leads and make contact with the decision makers: Make sure each phone call is as useful as possible by following up on leads generated on the Web and elsewhere. Also make sure to contact the decision makers of the company, organization or household you are trying to sell to.

Tom Hopkins, the world-renowned “builder of sales champions,” told Entrepreneur.com:

5. Develop a professional greeting: Don’t just say “hi” and jump into your pitch. Instead, err on the side of formality. Depending on the time of day say “good morning” or “good evening,” then introduce yourself and your company. Don’t be specific about the product you’re selling, but mention a benefit (it will will save you money, time, etc.,). Here’s an example: “Good afternoon Mr. Jones, my name is Jane Doe and I’m with ABC Company and we specialize in helping businesses like yours save money.”

Barry Farber is the author of 11 books on sales, management and peak performance. He told Entrepreneur.com:

6. Pay attention to details: Help your call stand out from all the other calls your potential clients receive by offering something different or listening to what they’re saying. Ask a question like, “What’s the greatest challenge facing you right now?” Then listen to the answer, and respond to it (even if it’s not directly related to the person’s business). After you get off the phone, find a magazine or newspaper article that can help address their problem and send it to them with a note that says “hope this helps.” This shows the clients that not only do you know how to pay attention, but also that you care.

7. Call with enthusiasm: Your inflection and tone can go a long way toward selling (or not selling) a product, and if a potential customer senses you’re anything less than thrilled about what it is you’re selling, it will turn them off. If you believe in your product, your clients will, too. The best way to shore up your enthusiasm is to call satisfied customers and ask them why they like your product, why they do business with you and what the benefits are.

Jon Hamilton, CEO of Authtel Permission Solutions, told the DMA Teleservices Conference:

8. Get permission: You’ll face fines for calling those registered on the national Do-Not-Call list, but there’s an exemption that allows marketers to call those who’ve given them express permission to call. How do you convince someone who’s already said they don’t want marketing calls to accept them? Since marketers can still reach out to consumers through mail, one example Hamilton gave was to send consumers a CD with road map software, that when opened by the consumer for the first time asks for permission to call (allowing the consumer to specify how many times they can be called and what time of day). Whether or not the consumer agrees to allow phone calls, they still receive a free gift and a value proposition that helps them learn more on how to save money if they agree to a phone call.

Learn more about telemarketing companies on ResourceNation.com.

Photo courtesy of Stock.Xchng

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