When I was a teen, our local
Kiwanis was putting on a circus. The organization was hiring students to telemarket
to area businesses, requesting that they sponsor kids who were otherwise unable
to attend. My father suggested that I participate, and I did. Blindly I received
a script and a phone. After an hour of training and making practice calls to
one another, we started placing those calls to solicit business. Youthful optimism
and a desire to earn money commenced my understanding of phone sales. Over the
years I've conducted a number of telemarketing campaigns, and whether you can
relate to this early introduction to the "sport" or are a seasoned telemarketer,
this article is aimed to help you to gain success in telemarketing in the future.
The first law of solicitation
is stick to the script. A good scriptwriter keeps the talk natural. The second
is that we must pick up the phone, because volume is the key, according to the
experts. Ironically the third law is that if we do the first well and combine
it with the second accordingly, quality and relationships built over those few
seconds alter the produced sale volume geometrically.
Just recently I participated
in a "organizational telemarketing gig". Surprisingly both rules one and two
are scary to even the most verbal adults. Picking up the phone to call for directions,
order delivery services or find out about a kids' school program seems much
less daunting than asking for money. A common misconception is that we're tricking
people into purchasing; we're not! (Note: We believe that all firms must follow
all legal regulations on solicitation) If you believe in the product or service
and value others time telemarketing concepts cut down on direct sales calls
and qualify buyers quickly if done correctly. In fact the "salesperson" is offering
to the firm information of value regarding a need, product or service that they
might need or want. In addition, if we do not ask for the sale, we often will
not get one and telemarketing results can be counted fast. Seller beware: in
this day of technology, the US postal service is still a big winner in some
telemarketing sales campaigns. The buyer gets us off the phone by asking that
we send information. Our thought should be, "Why? I just told you what you need
to know." Close the sale, not the conversation.
As salespeople we must watch
for our own limiting thoughts. We can become comfortable with the person to
whom we sell. If we were to make a similar purchase and would be interested
in more information, then we are happy that our customers want the same and
understand when people mirror our beliefs. If we feel that $3000 is a large
ticket item, then we are comfortable with the person who says that they are
uncomfortable, and without direct sales, we let them off the hook and hang up.
What we need to do is make up a script and follow it.
Scripts keep you on target.
Scripts keep the personality out of the picture unless necessary. Scripts can
grow into a proven methodology of sales that can be duplicated and taught. Scripts
can even be created for incoming calls such as from yellow page or marketing
Phone contact within a firm
should have some continuity just like an ISO or Baldrige program. Most Business
to Business phone sales falter because of a lack of structure. Observe successful
salespeople develop their own "pitch," one that once perfected can be modified
based on almost any comment.
During my 3 jobs telemarketing
I found that the best salespeople were not always the ones who communicated
the best. Those who picked up the phone, quickly developed an interest, then
a relationship then asked for the sale normally won the race. In selling over
$1 million per year myself, mostly over the phone, the self-written script was
the key. But don't forget you must first pick up the phone.
In structuring your telemarketing
routine or if one prefers "sales routine":
1. Make the intro short.
2. Ask them if they have a few moments.
3. Get to the point directly; you have to catch their interests.
4. Talk in the "we."
5. Learn to add you personality.
6. Stick to the script.
7. Learn to balance volume with quality
Good luck and pick up the
David & Lorrie Goldsmith
are founders of the Syracuse based MetaMatrix Consulting Group Inc. Their firm
specializes in consulting and speaking services. They can be reached at 315-476-0510
888-777-8857 or emailed at firstname.lastname@example.org