You cannot control how the person at the other end of the line will respond, but the right approach will help to keep the call moving in the right direction. Start with a good opening which sets the tone and establishes their interest. As well as planning what you want to say, work out how you will bring the conversation back on track if they raise a separate issue.
Do use a script, but keep it brief and interesting, preferably with sincerity and a large dose of integrity thrown in. Rehearse into a tape recorder and go through several trials and drafts. The trick, of course, is to allow departure from the text rather than slavish adherence: it can all sound horribly false and mechanical.
When making cold calls, having a prompt sheet of your key messages can be helpful to avoid sudden ‘mind blanks’. A script, too, can be useful but beware of following it too rigidly or you may sound insincere.
Always introduce yourself, make sure you are talking to the right person and address them using their name. Consider the time you choose to call, too; for example, Monday morning and Friday afternoon calls to businesses may not be well received.
Cold calling can be very effective but many people lose their nerve – tension alters your voice. It can make you sound defensive, irritable or emotional. Confidence is essential – smile while you dial.
The best approach to telephone marketing calls is to ask open questions and listen to the replies. If you sell printer ink, for instance, asking, ‘do you need printer ink?’ is likely to get a ‘no’. Instead, ask if they have a printer and find out who is supplying their ink.
Ask clients what issues they’re facing – and offer relevant solutions. Find out who the decision-maker is and what timescale they are working to. Don’t just sell on price. Instead, show how you are different to the competition and get to know your clients and their business needs.
Make sure you do whatever you promised in your initial approach, even if that is only to call back in a year’s time.
What tips will help non-specialists make successful telemarketing calls?
- Be clear about what you want to achieve from the call. Without a clear objective, you cannot plan.
- Check as much as you can about the contact and their existing relationship with your company.
- Put a smile in your voice, sound open and enthusiastic, though not slick or false.
- Introduce yourself and use the prospect’s name whenever you can.
- Plan your opening words very carefully. They must grab attention. This means that what you say must be relevant to the prospect, highlighting interest or benefits.
- Be prepared to deal with a secretary or assistant who is ‘shielding’ the person you really want to talk to.
If you can’t get round the gatekeeper, try getting them on your side by being friendly and asking earnestly for their help.
Ask when would be a good time to call such a busy person. Make a note of this time; when you call back, remind the gatekeeper that you are calling at his or her suggestion.
- Ask open questions so that the contact discloses information. For example: “You talked of our first delivery to you as being a trial. How did it work out for you, Mr Prospect?”
- Listen carefully. Remember, the contact cannot see you nodding your head in agreement, so say something from time to time which demonstrates that you are still on the same wavelength.
- Write down each answer. If in doubt, check what the contact is saying.
- Prepare in advance for likely objections. Have persuasive responses ready.
- Try a trial close without actually asking for the business. For example: ‘It sounds very much that it will solve your problem in a cost effective way, Mr Prospect, doesn’t it?’
- If the answer is YES, you can move to close the sale.
- If it is NO, identify and counter the objection, and then try another trial close.
- Close the sale. If you do not like the direct approach, try assumptive closes like these:
- “Shall I put you down for 50 packs or will you want more?”
- “You do want it delivered by the end of next week, don’t you?”
- “It was the XY model in blue that you preferred, wasn’t it?”