The key to becoming
accomplished in telemarketing sales is to work in a structured manner,
with a structured approach, much the same way an on-the-road sales rep
delivers effective presentations time after time. The following list insures
a proper beginning to any telephone marketing program:
1. Have a clear definition
of the purpose of the total telephone marketing program you are going
2. Make sure your
objectives are in measurable terms.
3. Know when to use
the telephone as a marketing tool and when not to.
4. Prepare a telephone
script, just as you have a sales presentation or direct mail message or
advertising message or public relations message. Write your script, and
then learn it.
5. Keep your scripts
flexible, depending on the questions you know your prospect will ask.
Write your scripts word for word. Do not memorize them. Learn them.
6. Make sure your
calling list is the right list. It should be clean and accurate. The telephone
costs too much to have the list be wrong in the beginning.
7. Have a control
form or some kind of record keeping to track your telephone calls and
all necessary information.
8. Before you begin,
review those you are going to call to make sure you know as much about
them as is necessary. Know your prospect!
9. Be clear about
the purpose of your call. Know exactly what you want the person you're
calling to do.
10. Be sure you have
the right person on the phone before you begin your presentation.
11. Make sure the
prospect is free to talk to you at that time.
12. Build into your
script an opening hook or question, a reason for listening to you, just
as you do when you make a one-on-one presentation. You want your prospect
to agree with you.
13. Have a back-up
or secondary benefit ready to support that opening hook.
14. Make mental contact.
"See" the person you're talking to!
15. Do not assume
the prospect understands you. Make certain you are getting through.
16. Feed back to the
prospect their key words or phrases. Pick up on what they do.
17. Have a strong
series of closes ready. Again, just as you do when face to face, be ready
to close. Ask for the order!
18. Keep it simple.
Use short words, simple phrases, and easy-o-understand points. Speak slowly,
distinctly. clearly. Use "you" language.
19. Make sure you
know what you're doing before you do hundreds or thousands of calls.
The telephone is much
more expensive than direct mail. Efficiency and a profitable bottom line
come only if you carry your program on and on.