In spite of the legislative environment governing calls by the telemarketing services, cold calling is still one of the best ways of qualifying sales leads and making a sale. It is unreal to assume your office will be inundated by buyers unless you take the initiative to sell to them. By using cold calling effectively, you can attract more customers and enhance your business.
Here are some tips that can raise the response rates of telemarketing calls:
1. Define the objective of the telemarketing call
The goal of a telemarketer's first call is not to sell but to just create an opportunity for a sale. The first conversation is about setting up a meeting or getting some form of a positive response.
2. Be familiar with your target audience
In depth market research should precede a telemarketing campaign. After defining the target audience, you should get details of the individual or organization you will be calling. By doing your homework, you can align the service or product with the prospect's needs and make your call highly relevant for the target.
3. Select an opening line for the cold call
Prepare an opening line to commence the conversation. This prevents any mistakes and gets you focused. Don't begin with "Is this a good time?" or "How are you?" These statements give call recipients the opportunity to terminate the call. Start with a greeting and address the person by name (preferably with a Ms. or Mr.). Introduce yourself by giving your name and the organization you represent. From here it would be easier to move into a dialogue. Use your knowledge of their business to present your product or service as a likely solution for their business requirements.
Jot down the opening line for reference before picking up the phone. Don't read it off a piece of paper. Just use it as a guideline.
4. Draft a script to refer to during the telemarketing call
A script prepares the telemarketing agent for any questions or concerns that may be the prospect may have. List out the benefits of using a product or service. Keep a "problem-resolution" card handy. For every question the prospect may ask, you'll have a ready response. This tactic also projects confidence. The prospect feels she is communicating with an informed salesperson. Again, the script is for guidance only, and not for reading verbatim.
5. Be specific in scheduling an appointment
Be precise when asking for a appointment. Ask "Can I meet you at 10 am tomorrow?" If it's not a good time, the prospect will propose another specific time and day.
6. Respect the people you talk to
In telemarketing, callers often connect to gatekeepers of the people who make buying decisions. Be courteous and note down their names for future communication. Winning their approval is critical to getting your call forwarded to the right individuals. They will give you the information and details you want when you ask them politely.
7. Send promotional gift items - something small but memorable
Sending a unique gift is an excellent way to make your business stick in a customer's mind. When you call them the next time, they recognize you immediately by connecting your name with the gift.
8. Make cold calls early in the day
Decision makers have more time and energy in the mornings. Catch them early in the day rather than when they're busy in meetings or other work.
9. Follow up repeatedly
Majority of the telemarketing calls show successful results only after the fourth or fifth conversation. In spite of this statistic, many telemarketers throw in the towel after the second follow up. Be persistent if you want to see results.
10. It is a numbers game indeed
Chance of making a sale goes up with each call. Let us be honest. Every call will not convert into a sale or an appointment. But if you make enough calls, some percentage will bring success. Key is to continually improve so that you can sell more with lesser number of calls. This can only come about if you keep calling the prospects and not get disheartened by negative responses.
The art of cold calling gets better with practice. Competent telemarketers have handled thousands of calls and a experience of handling diverse set of customer responses. Keep at it and soon you will become a successful salesperson.
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