Let's start by looking at the contents and then defining a few useful starter terms:
Quick definitions of useful telemarketing terms:
Sales Hook: Your opening statement that grabs your prospects attention and prevents them from hanging up
Sales Pitch: Your main value proposition, delivered in a concise form designed to make your prospect realise how your product or service can benefit them
Sales Objection: A reason as to why your prospect does not want to complete the sale with you
Questioning Technique: The various ways in which you can use questions to your benefit, using 'open' and 'closed' questions
CRM software: Customer relationship management software, used to efficiently manage your contacts, leads and opportunities
Hi, my name is Bill and I'm calling from ABC, Inc. I wondered if you can spare a few minutes so that I can tell you about product x? It is a software programme designed by leading experts and it will help with your HR admin. It's a great product, do you have time to discuss this with me?
Hi, it's Bill from ABC, inc. You'll be glad I called today - we're offering a software package designed to reduce your HR costs by 20%. How does that sound to you?
- Who is your current provider?
- How could they improve?
- What is your unit rate/quarterly bill?
- What is most important to you when it comes to your contract?
- When is your renewals date?
- Our phones are manned from 8am-6pm and you will have direct dial access to your own account manager - no waiting in queues
- Your current charge is 14.6ppu? We think that is too high - we can offer you 10.9ppu
- How does that sound to you? (A very important question when pitching)
It's a good idea to ask for a direct dial phone number here, or even a mobile, to make sure you get through for the next call.
- Q. 'We spoke last time and you told me that Company X have poor customer service in terms of leaving you stuck in a call queue?' A. Yes
- Q' And we were also able to help you out with a better unit rate than company X, saving you an estimated X% a year? A. Yes
- 'Q' Also, your contract with Company X is due for renewal now, and you are free to take advantage of a better offer? A. Yes
- Delivering your hook and pitch properly
- Handling objections effectively (we’ll discuss that in the next section)
- Presenting your proposal in a professionally
- Covering off any outstanding questions or other issues
- Moving through the trial close process
- Q. Everything seems to be a good fit - can we do business together?
- A. Yes, we'd love to!
it's best to look at an objection as a common problem that you need to solve for you and your prospective client.
Is that the only reason why you would not like to come on board with us?
- Stay calm and don't react negatively to your prospect.
- Make sure that the objection is a real concern and that you fully understand the objection
- Look at the objection pro-actively seeing it as a problem that you can solve for both you and your prospect
- Confidently explain your solution, never talking down or arguing with your prospect (and never, ever say they are wrong!)
"I had six honest serving men; they taught me all I knew. Their names were What and Where and When and Why and How and Who” – Rudyard Kipling.
Questions also build rapport with our clients and can be used to encourage them to give the answers we are looking for.
The key is to remain focused on getting the information you need, and then changing your questioning technique accordingly.
- Saving the company 10% on IT cost through the year makes him feel good
- Being able to tell his boss and co-workers that he has saved them 10% a year appeals to his pride
- The idea of it contributing to a possible promotion gets him excited
- Give them some information that will make them feel great to be associated with you
- Let them know how well they have done to find a product or service that their competitors haven't
- Get them thinking about what their boss, colleague or partner would say about them making such an excellent decision
- Let them know they will be personally supporting a small but growing local business with good ties to the community
- Tell them that their business - and their business in particular - means everything to you
- Make them think about how it would feel if a competitor was to start using your services rather than them (you'd have to be very careful with 'fear based' embedding such as this however)
- First of all, you'll know exactly who you want to talk to and why - this goes a long way to keep the spam radar at bay
- You'll know a fair amount about the company, which can help you chat to gatekeepers as well as the key decision makers - this will help build rapport
- In addition, as you are able to talk about company affairs and you know how you can help them, you'll come across as someone who is much more trustworthy and professional that the average cold call pack member
- The About Us Page
- The Key Staff/Employee Page
- The Awards/Achievement Pages
- What is the general tone of the website content? Is it formal, or is it more relaxed and conversational?
- What about the site design? Does is look corporate, or is it more fun in nature?
For example, if you get the impression from their website that the business is corporate minded and uber-professional, then you should plan to approach them in this way too. However, if the tone and design of the website suggests that they are more laid back and friendly, then you should probably adopt this tone when you contact them.
- Is the person/company active on their chosen social media platforms? As with their website, do they seem more chatty or stuffy?
- Do they seem to engage in conversations, or do they only post information-based links without really engaging with followers?
- Who do they follow? Do you know any of the people/businesses that they follow? If so, you could use them to find out more information on your prospect
- Duck Duck Go is a great way to find information on people and businesses - here's a nice little post about this search engine
- The Google Advanced Search feature can really help you to eliminate a lot of clutter as you try to find specific types of information.
When you are made aware of such changes, you use them as opportunities to take an action, which could be that you offer a new proposal or that to try to close an existing sale that you have lined up.
- Trigger: A new IT Director is appointed within your target company
- Action: You call up to introduce yourself and to make them aware of a new product line that can help them make their own mark on the business
- Trigger: An announcement is made that your target company is planning on opening up a new office in a new town
- Action: You call up to find out more about what they may need in terms of supplies and services that your business can offer before sending across a proposal
- 'Company XYZ new office London'
- How healthy are the company financials?
- Is the company profitable?
- Who is in charge of the business?
- What is their credit score?
- What job title would my target have?
- Where should they be based? Locally? Nationally? Internationally?
- Do I need more than one contact at each company?
- Marketing Director
- Based in the UK
- You can call them - not a traditional cold call, more of a prepared introductory call
- You could write to them - a well written letter can work wonders in the digital age
- You could pay them a visit - if they are local, stopping by and asking if they have time for a chat could be very effective if done correctly
- Go a long way to eliminating the negative elements of a cold call
- Prepare a lot better in terms of properly introducing yourself and your business
- Save a lot of time gathering useful info prior to your sales work
'Is telemarketing still a good idea in the modern digital age?'
- the internet has made it easy for companies and individuals to find the products and services they need - no need for salespeople to introduce
- telemarketing as a whole has been undertaken in a largely horrendous and unprofessional manner for many years, resulting in a bad reputation for all telemarketers
- people do business with people - the phone is a great way to build rapport
- the phone can be a great way to win quick business - online methods can take some time
- the phone is a great way to get feedback that can help improve future offerings - you don't get the same information from people who 'bounce' straight off your website
- In highly targeted, intelligence based campaigns
- At a point further down the sales funnel - ie, not strict lead generation
- how the business is positioned in their marketplace
- what their products/services are
- any company news that is relevant (by reading blogs, social networks etc)
- how they are performing financially - Duedil is a great source for this type of information
- how your product or service can be of use to your prospect
- a prospect visits your website and downloads an e-book in exchange for a name, email address and phone number
- the e-book is automatically sent to them along with an introductory email
- you then call them a week later to find out more about them and how you can help
- The ability to integrate with applications that allow you to generate sales contract
- The ability to integrate with applications that allow you to generate invoices
- The ability to generate quotes and proposals, or to integrate with providers of such applications
- The ability to integrate email accounts so that all communications are in one place
- The ability to integrate with social media sites, unifying all of your communication with prospects in one place
- Hubspot CRM
- Do I only need a secure application to store basic data and make sure I don't lose leads?
- Do any of my current applications take care of any features I think I need?
- Is there a CRM system that takes care of all of my needs so I can reduce the number applications I run?
- How organised am I?
- How much do I enjoy using complicated systems?
- How to write a sales hook and create a sales pitch
- How to close your sales
- How to handle objections
- How to use proper questioning technique
- How to handle objections
- How to conduct intelligence based telemarketing campaigns
- How to research your prospects
- How to manage your leads and opportunities through software
Thanks for reading,