Article Contributed by Adam Shore
Simply mentioning the words “telemarketing”, or “telemarketer” will evoke a negative reaction among most people. Nobody starts their day thinking, “I hope I hear from some telemarketers today”. But the truth is, outbound telemarketing continues to be a great way for companies to generate leads and increase sales. There are a number of myths that accompany the bad taste telemarketing leaves in consumers mouths. Hopefully, we can debunk them, and show how cold calling can help businesses of any size.
Typical goals of an outbound telemarketing campaign can be:
- Close sales
- Generate leads
- Set Appointments
- Establish strategic partnerships
B2B telemarketing is both fundamental and commonplace in the Corporate America. You shouldn’t think of the telemarketing process as simply placing calls to unexpecting prospects, but rather as a critical component of your company’s revenue growth aspirations. After all, the primary goal of most companies is to attract new customers and increase sales. Cold calling can help see this to fruition. Seek out decision makers and help their business.
Telemarketing Fact and Fiction
1. Not My Job
Sure it is. You may have started a business around personal skills totally unrelated to sales. Maybe it’s web design, baking cookies, or accounting. However, as sales are the most critical component of a business, you must now wear the cold calling hat as well. To sell more cookies, build more websites, or build a client base for your financial practice, you are going to have to generate leads, set appointments, and close new business. You must brush aside your preconceived notions and fear of failure, and perfect the ability to hammer out cold calls.
2. Telemarketing is Another Word for Interrupting Dinner
This couldn’t be further from the truth. Whether your customer base is businesses or consumers, cold calling can help your company seek and obtain strategic partnerships, and expand your company’s horizons at a minimal cost. Most entrepreneurs become successful because they perfect the ability to make the most with what they have and frugally use resources.
Implementation
Once you have begrudgingly decided to take the plunge, here are some tips to help you become successful.
1. Mindset
Think of telemarketing as a powerful way to attract clients. Enthusiasm, or lack thereof, immediately translates over the phone. Think of this as an opportunity to create a great first impression of your business.
2. Be prepared
Understand your target market, the pains they face, and exactly how your product or service can help them. Remember that elevator pitch you practiced in business school? This is the time to use it.
3. Questioning
Your preparation should help you craft questions that can draw prospects out of their shells. By coming across as an authority in your given field, customers will want to hear more from you. Avoid simple yes/no questions that will allow them to escape the call without divulging too much info. Instead, ask open-ended questions that force them to think.
4. Be Honest
Remember that your prospects are people too. Don’t try to put on a disingenuous phone voice, or try to come across as something other than what you are – a small business owner with a solution to your customers’ problems.
5. Have Thick Skin
Not every person you call will be happy to hear from you. Nor will they all see value in the product or service you provide. Understand that everyone is different, and that cold calling truly is a numbers game.
About the Author
Adam Shore works with companies around the world to implement successful outbound telemarketing services. His specialties are lead generation, appointment setting, and inbound order taking.