The 10 Most Common Telemarketing Mistakes
Posted by business on January 18, 2013 in Telemarketing [ 0 Comments ]
Several things must happen before you make a sale in a telemarketing campaign. First, the call recipient must wait while the telemarketer’s autodialer finds an available telemarketer, and many call recipients do not. Then, if the prospect is still on the phone when the telemarketer begins the call, he or she must gain their attention to even begin the process of producing a conversion.
Even if you are lucky enough to get this far, there are still many mistakes that can result in lost sales. Here are 10 of the most common telemarketing mistakes.
1. Unclear Lead Criteria / Not Targeting Call Recipients
When you hire a telemarketing firm for your telemarketing campaign, you should define lead criteria for the vendor carefully, or risk wasted calls on people who wouldn’t be interested anyway. If you don’t carefully target individuals likely to buy, you risk hurting your business’s reputation and wasting expensive telemarketing resources.
2. Not Defining Goals of the Campaign
Understanding what your return on investment (ROI) needs to be and how many leads are necessary to reach this ROI is critical to a successful telemarketing campaign. A big danger is designing the campaign around untested or unrealistic goals. Considering multiple telemarketing service providers can ensure you choose one that understands your goals and can work accordingly.
3. Not Knowing the Product(s)
Telemarketers who understand the products and services they are marketing can answer questions and objections much more handily. Telemarketing professionals who sound unfamiliar with what they’re trying to sell make call recipients uneasy and drastically lower the chances of a sales conversion.
4. Not Knowing Applicable Laws / Not Regularly Scrubbing Lists
Not understanding federal and state telemarketing laws can result in fines, so it is critical that your telemarketing services provider regularly scrub lists to avoid calling those who have asked to be on Do Not Call lists. Choose a telemarketing service provider that regularly scrubs lists, or that has software to do this important job regularly.
5. Too Much Dependence on Scripting
Extensive scripts with page after page of rebuttals can mean that agents spend a lot of time searching for material while they have a lead on the phone. Intensive training in hopes of giving agents the ability to respond correctly to a range of incidents can help, but in general, reasonable quantities of scripting material plus training gets you the best results.
6. Not Building Rapport
When prospects don’t trust a telemarketer, they generally don’t buy. First impressions are important, and telemarketers should know how to ask questions that can lead to disclosure of customer needs, which can be met with your product. Telemarketing professionals should sound friendly without being overbearing, and they should avoid taking so little interest that they sound like robots.
Some telemarketers go full-bore into their scripts without a proper introduction, and may not give the call recipient the chance to speak until he’s lost all interest. When your telemarketing professional does all the talking, the chances of a “Yes” are greatly diminished.
8. Talking About Price Too Soon
Discussing the cost of your products or services before the prospective customer is ready gives call recipients their biggest objection (cost) right up front. It’s far better to wait until the product’s value is understood by the call recipient, when objections can be dealt with more readily.
9. Putting Off or Avoiding Asking “The Big Question”
The corollary problem to talking about price too soon is not getting around to actually asking for the sale. This can be a fearful moment for inexperienced telemarketing professionals, even if they have successfully answered customer objections. But endlessly delaying asking for a sale diminishes the chances of getting to a “Yes.”
10. Not Assessing Results and Analyzing Data from the Campaign
Simply looking at what the telemarketers achieved in terms of sales or leads is short-sighted. The payout rate and dropout rate that follows is also critical. Watch what happens with generated sales. Do customers sign up for continuity programs, and then drop out? Do high percentages return products? If so, you may need to revamp your telemarketing plan.
Photo Credit: Gobierno de la Ciudad de Buenos Aires