Telemarketing Tips For Successful Telephone Based Campaigns

Telemarketing can still be a very effective way of generating business - you just have to make sure you do it correctly. What follows is my 'ultimate guide to telemarketing' - it's the absolute best advice I can give to help you succeed marketing yourself or your business on the phone.

Let's start by looking at the contents and then defining a few useful starter terms:


Telemarketing Tips For Successful Telephone Based Campaigns


Contents


Part 1: The Sales Hook
Part 2: The Sales Pitch
Part 3: Closing The Sale
Part 4: Handling Sales Objections
Part 5: Proper Questioning Technique
Part 6: People Buy Through Emotion
Part 7: Intelligence Based Telesales
Part 8: Trigger Based Selling
Part 9: LinkedIn Lead Generation (The Free Way)
Part 10: Is Telemarketing Still A Good Idea?
Part 11: Telemarketing Campaign Checklist
Part 12: CRM And Why It’s Important
Wrap up


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


Part 1:
The Sales Hook


What do a World Heavyweight Champion and a Great Sales Professional have in common? A damn good hook! In this first section, we'll discuss how you can write a winning sales hook too.


So, you're about to call your prospect for the first time - how exactly are you going to engage them? Why should they listen to you and not hang up?


The answer is simple; because you have a great sales hook that will make them want to hear more. You've peaked their interest and they want to find out more about why you called.


There is absolutely no point in calling up a prospect and diving straight into who you are and how great your product or service is. The person on the other end of the phone will switch off in less than 8 seconds and you'll be wasting both their time and yours.


You have only seconds to grab their attention, so you need to come up with a great hook - something that will make them stop and think.


To deliver a great sales hook, pretend you're boxing (sort of)


Think about a boxing match. Ideally, you'd want to hit your opponent with a devastating blow as quickly as possible, giving yourself the best chance of winning as easily as you can. I'm definitely not saying that you should think about your sales call in the same terms as a fight, but it’s the same concept in telemarketing; a short, sharp effective hook and the prize is yours for the taking.


Quite simply deliver a few powerful words right at the start of your call - explaining what you can do for your prospect - and they will be all ears.


(We'll cover this in more detail a bit later on, but you should refrain from jumping straight into a full blown pitch - you want to use the time you have just earned to ask your prospect questions. That way, you can tailor your sales pitch to suit their individual needs).


Now, how do you deliver the greatest sales hook ever? First, you need to formulate it and, in my experience, the best way to do this is to follow a sharp statement with an open question. Again, get away from the idea of calling up and saying something like this - it just won't work:


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?


The answer will more often than not be 'no, not just now - please call back.' You'll most likely never get to talk to the prospect again and you'll have lost your opportunity for good.


Why? Because you gave all of the control to the prospect by asking a closed question right at the end, and you didn't give them a good enough reason to engage with you at the beginning.


Those experienced in telemarketing will always keep control of the conversation.


Be smart about what you say - you'll only get one shot at delivering your sales hook


On the other hand, what will work is something like the following example:


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?


This time, you have sounded more confident, you've been specific in the exact benefits that your product offers and more importantly, you haven't given the prospect the chance to say a flat no after you finish speaking.


By asking them how it sounds to them, you're forcing them to consider a 20% reduction in costs, to which the only reasonable reply can be positive. (If you don't get a positive reply, you'd proceed with more open questions, which we’ll cover in the questioning section of this book).


You have now earned their valuable time, which you want to use to find out more about what they currently have in place and what their needs are. That way, you can properly tailor your forthcoming pitch.


So, in other terms, you've delivered your killer hook and have control of the call. Now you need to learn how to 'box clever' for the rest of the call, making sure that you're moving toward the coveted win/win situation.


We’ll begin looking at how to do this by examining how to deliver your sales pitch properly.

Part 2:
The Sales Pitch


In the last section, we talked about your sales hook and how you can use it to win the attention of your prospect. We'll move on now, assuming that you have the floor and we'll discuss how to create your sales pitch.


This could be considered the second stage of winning a deal, with the actual 'close' coming next. However, before you can reach that point, you have to deliver an engaging pitch in order to get your prospect interested further.


Here are a few notes as to how you can achieve that.


How to begin creating your sales pitch


Before we can sell at all, we need to find out exactly what the prospect has in place at the moment and what they need. We do that by asking open questions.


Open questions are known as 'the six honest serving men' (Kipling), and are the questions that begin with 'What, Where, When, Why, How and Who'.


Open questions are perfect questions for salespeople and telemarketers to ask as they allow us to gather information, and they allow us to build rapport while keeping control of the conversation.


That's exactly what we need to do - we need to find out as much as we can before we pitch, while keeping in control of the call.


Being able to prepare a great pitch is all about the questions


It may be tempting to go straight into your full sales pitch the minute you get some airtime, but you'll perform much better if you ask questions first. Let's say you are selling gas or electricity contracts for example. Before you pitch, you will want to ask questions such as the following:


  • 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?


Now, after asking just a few questions, you will be in a much better position to offer a relevant pitch. For example, if they tell you who your competitor is, you should know enough about them to know their weaknesses (never talk down your competitors to potential customers however).


If the prospect tells you how their current electricity provider can improve, you can focus on areas of your own service that would fit their needs. Asking for the price information is key, as you will then be in a position of either knowing that you win on price, or that you will have to sell on service.


And of course, if your prospect tells you what is most important to them, you can again focus on areas of your own service or price that match this need.


For example, after hearing that your prospect is with Utility Company X and that Company X always leave them stuck in a call queue, the unit cost is 14.6 pence per unit and cost is the most important aspect to your prospect, you could base your pitch around the following framework:


  • 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)


Your sales pitch should be tailored especially for the person hearing it


The idea here is that you don't simply write and parrot-read a pre-made script to everyone you speak to - you need to tailor your pitch to suit individual circumstance and need. That way, you're far more likely to build rapport and sound relevant. In the above example, you have listened to their needs and have fulfilled them, meaning you now have their complete attention.


You still want to avoid highlighting every single benefit your company offers as you move forwards - you don't want to risk boring your prospect after all of the hard work you have put in. What I think is best to do here is to listen to, and acknowledge, their reply to your question 'How does that sound to you?' (from the example above).


Then, ask them if they have any more questions. That way, you are still only telling them what is relevant to them - you're not overdoing it.


Finally, you want to send them confirmation of your service/offer, so ask them how they would like to receive this. Then, make sure you arrange a specific time to call back and discuss in more detail (this could be on the same call actually, if you are lucky).


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.


The important message to take away from this when you prepare your sales pitch is that it should be tailored to each prospect's needs. After all, your prospect is much more interested in having their own problems solved than they are in listening to you waffle on about your own business.


You can only do this after asking questions, so make sure you do that first. You're then in a position to match what you are offering to their needs - getting you closer to that coveted Win/Win situation.


Next, we will move on to look at how you can then close the sale.

Part 3:
Closing The Sale


Learning how to close a sale properly is crucial in telesales. In the first couple of sections I spoke about the sales hook and the sales pitch - it’s obviously crucial that you move through those steps before you try to close a deal. We'll carry on now though, assuming you have already delivered the sales pitch to your prospect.


Closing a sale is often the most stressful part of the process for most people, so hopefully this section can help to ease that a little. Let’s begin.


The ‘Close’ will most likely be made in a phone call after you have pitched, as most people will want to see confirmation in writing and look into your company at the very least before they commit to anything - this is especially true as you are selling on the phone. And, this is doubly true if it’s the first time you have dealt with that particular prospect.


There will of course be rare occasions where you can close the sale in one call - either way, you can use the below as a guide. In addition, there will be times when there is a long gap between your sales pitch and your close - each situation is going to be different.


So, up to this point you have pitched to your prospect, sent them the relevant information and have arranged to call back at a set time to discuss further. It is important that you do both when you have said you will - it will set a very negative impression if you don't (ignore this advice at your peril).


Calling back to close the deal


When you call your lead back, you need to confirm everything you told them in your first call, and then ask some more questions. This time however, you will want to ask mostly closed questions. The idea here is that you ask questions where the answer is likely to be 'yes' - this is a strategy known as 'the trial close'.


Basically, you are prompting your prospect to say ‘yes’ after you ask a question, which in theory makes it easier for them to say ‘yes’ when you ask for the business. It might sound strange, but it's a very powerful strategy and it works.


Even as a seasoned sales professional, I will never forget the day this was used by a very skilled Orange telemarketer - I almost agreed to the insurance without prompting! In any case, good telemarketers understand, and make use of, this concept.


With regards you your current call, you want to open up by asking if your prospect has any questions for you. This allows you to deal with any issues straight away, making sure that the road is then clear for you to begin closing your sale.


When you are ready to close, you could say something like the following (after each question, you want to remain silent until your prospect answers you).


  • 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


You can ask as many questions as you think is relevant, although don't overdo it. Your questions should all be going somewhere, otherwise you will waste time and risk your prospect thinking that something fishy is going on.


Moving toward closing the sale


How do we actually close the sale? Well, when you have covered all of the bases, you are in the perfect position to close. These bases are:


  • 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


After these steps, the actual close should be the natural result of a well prepared process.


You simply ask for the business - confidently:


  • Q. Everything seems to be a good fit - can we do business together?
  • A. Yes, we'd love to!


An important concept to understand from reading the opening sections of this book is that selling on the phone is not simply a case of calling a prospect and saying something along the lines of, 'Hey, we've got on offer on - you interested?'. Effective selling involves asking questions, identifying your customers needs and then meeting them with a tailored pitch.


When understood and acted upon as a whole, the steps outlined above will help you to get to the point that actually closing the sale is the easy part - you just really need to make sure you've put the work in as you move toward asking for the business.

Part 4:
How To Handle Sales Objections


Sales objections can really throw a spanner in the works - learning how to handle them effectively is super-important if you want to succeed in sales. After reading the sections above, you may have developed the opinion that closing a sale is a breeze. Sadly, it's not. Closing a sale can be very tough because of such 'objections'.


Objections are exactly what you are probably thinking they are now - they are reasons that your prospect will come up with in order to not proceed with the sale. Therefore, one of the biggest skills any sales professional needs to have is the understanding of how to handle such issues.


How to perceive sales objections


First of all, you need to be able to think in a calm and rational manner without letting the objections get to you personally. Remember, you want to reach a ‘Win/Win’ situation for yourself and your prospect, so I think 


it's best to look at an objection as a common problem that you need to solve for you and your prospective client.


Never take it as an attack against you and certainly don't attack your prospect in return. Furthermore, never assume that you have understood what the objection actually is the first time you hear it - you need to have your prospect explain exactly what the obstacle is.


Objections will come up in almost every sales call you make, so you really do need to learn how to handle them properly.


How to handle sales objections - an example


You've called your prospect to discuss the quote and to try and win their business. However, when you speak to them, they tell you that they love your price and professionalism, but they can't come on board with you because you are not local enough.


Now, it's important to remember that you will no doubt have made the call expecting to make a sale, so when you hear an objection you will become immediately disappointed and disheartened. That's natural, but it's important that you don't let this dictate how your react.


The first thing you need to establish is whether or not that is the real objection. It might sound strange, but some prospects don't know why they don't want to go ahead, so they simply pick up any plausible reason and run with it.


So you should ask them a direct question, such as:


Is that the only reason why you would not like to come on board with us?


If they answer 'Yes', and it sounds genuine, you should then ask them what they expect to happen due to your locale. Nowadays, most businesses do business with non-local suppliers, but your prospect may be old fashioned, or may just like the security of having you nearby.


You then have to address the reason that is given to you from the prospect. At the moment, that objection is standing between you and your sale, so you need to neutralise it.


For example, say your potential customer tells you that he would like to be able to meet you once a month to discuss progress. You can easily deal with this by saying that you can travel to meet him, or that you can set up a regular web meeting instead.


It can be as simple as that - a lot of the time, objections come up because of a misunderstanding, or not being aware of all of the options available.


Key points to remember when handling sales objections


The key points to remember when trying to handle sales objections are as follows:


  • 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!)


The example above is a very minor example that could be dealt with quickly. Other objections take more time and are more difficult to overcome, but the same steps apply whether it takes two minutes or a month to solve the problem.


Remember that objections will always come up. They are nothing against you personally, but they are a natural part of the sales process. If you can learn to handle them, you can prove yourself as a professional partner, someone who is worth doing business with.


This is because as you handle the objection properly, you are showing yourself to be someone who is a problem solver/solution provider, and that's what great sales is all about.
Part 5:
Proper Questioning Technique


"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.


This section is written to highlight how to use effective questioning technique for telemarketing and sales in general. Questions are important because in order to find out all we need to know about our prospective customers, we need to hear them speak.


In order to achieve this goal, we need to be ready to prompt them with questions - if you don’t ask, you don’t get. Further to that, if you don’t ask the right type of question, you don’t always get the right answer.


Questions also build rapport with our clients and can be used to encourage them to give the answers we are looking for.


What we want to do here is explore the different types of questions used in directing a conversation, and determine when and how to use them to our best advantage. Used properly questions can allow you to control the conversation and guide the other person where you wish them to go, without them feeling manipulated or harassed.


The more information you have about a client, the more choices are available to you when it comes to overcoming objections and closing down a sale. Hopefully you’re already beginning to see why this part of the sales process is so important.


First we will look at open and closed questioning.


Open the door, close the sale - open questions


Open questions are useful for gathering information, for clarifying statements and opening up possibilities. Closed questions are equally valuable when it comes to affirming suggestions and ideas, and closing the possibilities – ideally landing on the one that you yourself have presented.


As explained earlier, open questions start with the ‘six honest serving men’ – What, Where, When, Why, How and Who. Any question that begins with one of these words cannot be answered with a simple ‘yes’ or ‘no’; they require at least some elaboration.


What do these types of questions achieve? Obviously, they can provide us with vital information needed to complete a sale. However they can also invoke memories or feelings in another person – say, for instance, a bad experience with another supplier. You can then tailor your pitch to address the needs they felt were neglected by your competitor.


They can also change assumptions, both on our part and on that of the client. ‘Why’ is especially powerful – until we understand why something has happened, or why a person feels a certain way, we cannot go on to establish what the next move should be. As mentioned earlier, these types of questions also go some way to building rapport, as your client will note your interest in their business and feel that you are genuinely offering a solution to their problems.


What are the possible downsides to these types of questions? Some people love to talk, as you are probably well aware. Ask a series of questions to someone with an energetic tongue, and you may find yourself in a very long, one-sided conversation. You may also end up off on tangents, having to work extra hard to bring the chit-chat back to business, or end up going round in circles.


The key is to remain focused on getting the information you need, and then changing your questioning technique accordingly.


All in all, open questions are ideal for starting a relationship with your prospect, building the knowledge and rapport needed to succeed in converting them into a client.


Closed questions - when (and when not) to use them


Closed Questions start with ‘Do’, ‘Are’, ‘Will’, ‘Could’ ‘Should’, ‘Shall’ and so-forth. Such questions require little by way of response and they can sometimes be based on presuppositions (what you think you already know about a person or situation).


These are ideal for reiterating the key points you have gleaned from your opening questions and receiving affirmation of what you understand about your potential customer. By starting off with questions which you know will receive a ‘yes’, you can create the sought-after ‘nodding dog’ effect, with your prospects agreeing to every point you are making.


A smooth transition into ‘Shall I arrange a contract to be sent over to you today then?’ will require a lot more effort from the customer to say no, than if you launched straight in with this question first off.


Never begin with this type of questioning though. It does not build rapport and does not teach you anything about the person you are talking to. People will likely perceive you as controlling, disinterested, and far less likely to be able to deliver what they are after. Simply use them as your round-up technique to summarise the conversation and move it along to the next stage.


Now that you understand questioning, we’ll move on to discuss a principle that hold true in just about every sales scenario - people buy through emotion.
Part 6:
People Buy Through Emotion


One way in which you can both improve your close rates and reduce your objection rates is to understand that - most of the time - people buy though emotion.


You may have heard at some point previously that people by through emotion, not logic - this is true and it's something you should really focus on when pitching yourself of your small business.


Although we naturally think that people will buy the product or service that makes the most sense - especially in B2B - they will actually buy according to how something will make them feel and they'll then use logic to justify their decision


What do I mean by logic and emotion when I’m talking about buying decisions? Here’s a quick definition:


A logical buying decision


This would be when a person purchases something because it makes sense to them - it's reasonable. For example, if using a new product will save 10% on a particular budget each year, then buying it would be a logical thing to do.


An emotional buying decision


This type of decision is made because of how it makes the person feel. There are lots of feelings that can motivate people to buy something - excitement, happiness and fear are just a few. So, the person would buy a product or service because of the feelings attached to the decision, not because of what logic tells them to do.


An example of an emotional buying decision at work


Using the example mentioned above, let's say that there is a product on the market that will help small businesses save 10% a year on IT costs. Michael is in charge of IT in the small business he works in and he thinks a bit more about the business using the product.


Even though the decision might be made to use the product and that it might be 'logical', in reality, it's more likely that something along the lines of the following has actually spurred Michael on to making the purchase:


  • 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


There could be many more reasons as to why the decision was made of course, although the key thing to remember is that the real buying motive will be based in emotion, not reason.


Appealing to emotion can help you greatly


Whereas the example above relates to the idea of buying a general product or service, when it comes down to choosing individual suppliers, the concept still holds true.


Let's say that Company X has decided they want to purchase a new product or service and that they have now narrowed down proposals to those from three local companies. They now have a choice to make, and you have a chance to influence this decision by appealing to emotion.


To do this, you want to make sure you convey ideas about yourself and your business that will trigger emotion in your prospects. You still need to present your business and proposal information in a professional manner, but you'll also want to give them plenty of reasons to buy into you emotionally.


Here are some ideas as to how you could go about embedding thoughts designed to spark feelings in your prospects:


  • 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)


You obviously don't want to over-cook the egg and come across as sucky, but you want to do enough so that your prospects' feelings are engaged with the idea of doing business with you - simply because it will make them feel good. That way, you'll separate yourself from the other candidates and make it more likely that you will win their business.


In sum - it's been said that the only things that will spur a human into action are based in desire or fear. The trick is to make your prospect feel either one (definitely most preferably 'desire') to the degree that they just have to do business with you.
Part 7:
Intelligence Based Telesales


In previous sections, I've discussed a few techniques that will help you to succeed in telemarketing. I'd like to talk about another skill that has become really important over the past couple of years or so - intelligence based telesales.


What is intelligence based telesales?


Nowadays, it's not enough to simply thumb through a copy of the yellow pages or to work your way through the first 50 Google results and hope that you find someone who is interested in your product or service.


If all you plan on doing is calling up a random number and saying something like, 'Hi, can I speak with the person who deals with X, Y or Z', I can promise you that you'll get nowhere. This is mostly for two reasons.


Firstly, the people who answer the phone - normally 'gatekeepers' - are usually well trained and experienced in dealing with what are effectively spam calls. They will instantly shut off mentally and give you a great excuse as to why you can't talk to the person you need to at that time. There are probably dozens of sales people just like you who are trying to get through for the same reason and they'll all be getting the same result - exactly nothing.


The second reason is that the decision makers are probably already talking to someone else who has separated themselves from the rest of the cold calling pack - someone who approached them in a much more professional, individual and successful manner.


Why would they then talk to someone who has treated them just like another number? The trick to getting through and winning air time is to make sure that you have done your research on each person and the company they work for before you make each call.


So, intelligence led telesales is exactly as it sounds - supercharging your sales work with research and background information about your prospects before you make the call. There are a number of ways you can do this, a number of which I'll highlight below.


Online Search


It's very easy to use online search to find out key information about your prospects. At the very least, you should review their website, blog and social media profiles. These are great places to get an idea of what is going on at the company and what they are all about. It's normally fairly easy to find the names of decision makers if you look hard enough online, and once you have this is easy to use a resource such as LinkedIn to garner even more information on the person you need to impress. For general information such as financials, sites such as Duedil can be a great source of information.


Ask Your Network


A great - although often overlooked - way of doing your research is to simply use your existing network for information. You may well find that one of your contacts knows a bit about the company you are targeting - they may even know the person you need to speak to. It may come to nothing, but it's a good idea to think about the people you have met previously and to work out who would be most likely able to help you.


Software Tools


There are some great software tools available on the market that are designed to give you all of the information you need for effective, intelligence based sales and lead generation in one portal. They will save you a lot of time in gathering information yourself, although they will of course come with a monthly fee for the convenience. If you search for 'sales intelligence tools' or similar you'll quickly find relevant suppliers.


In Sum


You should make sure you know the names of all of the relevant people at your target company as well as anything that is currently happening at the company, which you can use either as a prompt for the call or as a conversation opener. You should also know exactly how your product or service can benefit your prospect. You'll come across my more credible this way.


By doing your research and taking the time to properly think about the call you'll be much more successful, for the following reasons:


  • 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


We’ll now look at this in a bit more detail as we discuss trigger based selling.
Part 8:
Trigger Based Selling (With Prospect Research)


As per the previous section of this book, detailed prospect research is absolutely key when it comes to successful telemarketing campaigns.


With that in mind, I wanted to explain how you can conduct prospect research as well as how you can implement a trigger based selling element into your telemarketing process.


Let's start by looking at a few resources you have available to you for effective target research.


Website/blog


Clearly, the first places you should check out are the main company website and blog. Here, you should be able to find a wealth of information about the prospects you intend to target. Specific pages that you will want to review include:


  • The About Us Page
  • The Key Staff/Employee Page
  • The Awards/Achievement Pages


Other things to note about the website are as follows:


  • 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?


By thinking about questions like these, you can get a great idea of how the company sees themselves. In turn, this will go a long way in terms of helping you to work out how you should approach them. 

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.


Of course, in addition to the above, you will want to make sure you review the products and services pages to make sure that you understand exactly what the company offers. There's nothing more humiliating than not being able to answer the 'Do you even know what we do? 'question ;-)


Social media accounts


When you've studied the company website, it's then a good idea to click through to your prospects social media accounts, which should be clearly linked from their main site. Depending on the size of the company, you might be presented with either one, or many accounts, to review.


For example, if you are researching a small local trades business, the chances are that they will be running just one account on each of the major social media platforms. However, if you are looking into a larger business, you might find that they have social media accounts listed for each person, plus a main company profile.


If this is the case, just research the people that you think will have some influence over the decision of whether or not to use your products or services.


Here are a few points to consider when reviewing social media accounts for prospect research:


  • 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


The search engines


Of course you already know how to use the search engines to find information, so I'll just mention a couple of points here that you mind find useful:


  • 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.


Going back to Google, the following section discusses a really useful feature that you can use to automate part of your prospect research and also to implement a trigger based selling elements to your marketing process.


Trigger based selling with google alerts


If you are looking at more of a medium-long term research period for some (or all) of your prospects, then it might be a good idea to build in an automated, trigger based sales element into your plan. This kind of process can also really help your lead nurturing process, although since we're talking about research here, that's what I'll focus on.


First of all, a quick definition of what trigger based selling actually is. Essentially, this is the process of delivering well timed sales calls according to relevant changes within the company you are targeting. 

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.


Here are a couple of examples:


  1. Trigger: A new IT Director is appointed within your target company
  2. 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
  1. Trigger: An announcement is made that your target company is planning on opening up a new office in a new town
  2. 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


Basically, this kind of process works well because it helps you to take advantage of opportunities that already exists - you don't have to create one yourself. The trick is to first of all find out about the opportunities and then to make well timed calls to your prospects.


One way you can make sure that you stay on top of important news and changes within your target companies is to set up a specific Google Alert for them. Google Alerts work by emailing you notifications whenever a page is indexed that contains certain key phrases that you are interested in.


Here's an example of how you can use it to help with medium-long term prospect research.


Let's say that you are researching a prospect called 'Company XYZ' and that you have heard they will be opening a new office in London. However, you don't know where the location is or when it will be opened exactly. In this case, you could use Google Alerts to make sure you are notified whenever that information becomes public. To do so, you'd simply set up an alert using the following key phrase as a trigger:


  • 'Company XYZ new office London'


Then, when you receive the alert that provides the information you need, you can contact the company with a relevant offer. This is only one example, you can use a similar process to keep tabs on virtually anything to do with your target businesses and people.


Company information databases


Another way that you can conduct research on your prospects is by using one of the many company information databases that are now available. Such databases can give you a great snapshot into the 'business' side of your target.


For example, you can use them to help you answer questions such as:


  • How healthy are the company financials?
  • Is the company profitable?
  • Who is in charge of the business?
  • What is their credit score?


By having this kind of information, you are able to get an idea of whether your target is a viable option in terms of whether or not they are safe to do business with. In this day and age, this information can be very valuable indeed.


Sales intelligence tools


Finally, you might be happy to know that - if the above seems like a lot of work to do manually - there are specially designed sales intelligence tools that can do the bulk of the leg work for you. Good tools will do all of the above for you, tracking your prospects and delivering the right information at the right time to you. They can be extremely useful, although from my experience they can also be very expensive. It's a judgement call as to whether they are worth the investment - if you search for 'sales intelligence tools' you'll see examples of a few vendors, which will allow you to make the decision for yourself.


You definitely don't need to use these kinds of tools - with the right kind of planning, you can research your prospects perfectly well with the methods mentioned earlier above.


In the next section we will take a look at how you can use a tool you probably already have to generate quality leads - LinkedIn. This is not meant as a ‘be-all-and-end-all’ guide - it’s just a simple way you can start to harness the power of the network for your telemarketing campaigns, without paying for the likes of LinkedIn Sales Navigator.
Part 9:
LinkedIn Lead Generation (a free and simple way)


While it's easy to send off a few InMails and ask for referrals, I wonder how many people actually manage to generate leads on LinkedIn for B2B sales without coming across as spammy?


After all, even if you are the least spammy person on the network and have great intentions, the huge number of nuisance mail people receive through their profiles instantly puts you at a disadvantage.


So, with that in mind I wanted to talk about a different way that you can use LinkedIn to full effect without coming across the wrong way. Also, please note that this isn't a post about attracting inbound leads through LinkedIn, it's about how you can use it to help your direct, outbound process.


First of all, decide what type of person you are looking for


Clearly the very first thing you should do is decide what type of person you are looking for. In the very same way as any other lead generation method, you will want to make sure that you have your target audience nailed. This will save you a lot of time when you actually go into the network to start looking for targets.


Some things you might want to think about are:


  • 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?


These are basics, although they should give you an idea of the kind of thing you need to be thinking of. For the purposes of the next part of this post, let's say you are looking for the following type of person to add to your outbound sales process:


  • Marketing Director
  • Based in the UK


Then perform a search using LinkedIn's search feature


After you have narrowed down your target profile, the next step is easy - you just run the criteria through LinkedIn's search feature. It's as easy as copying and pasting. Using the above criteria here, the results page would look something like this:


Generating Leads on LinkedIn


Tip: Make sure you check the '3rd+ Everyone Else' box before you search, otherwise you'll only bring up people already in your network or who are connected to your current connections.


You'd then have a look through the results page and see who looks like a good fit. As you'll see, you can also refine the search to include industry type and more.


Next, organise your target list of individuals/companies


Although it might be tempting to just start connecting with your list of results, I'd advise against it at this stage. You'll most likely be ignored, and just because the odd person does accept your invitation, it doesn't really mean much if they do.


Also, if you send an introductory InMail to your prospect, the sheer amount of spam on the network means that they are unlikely to succeed in the way you want them to.


LinkedIn say something like you are 4 times more likely to receive a reply from an InMail than you are from a cold call, but that's not exactly hard to achieve. I think there is a better way to use the information you find on LinkedIn.


Anyway, at this stage, all you want to do is organise the contact names and company names in a spreadsheet or CRM system, whichever way you normally handle your leads. CRM systems are much better of course - we’ll discuss this in more detail later on in this book.


Now, take the relationship building off-line


Some people might disagree with this part of my process, but I think it's really important. Rather than sending introductory mails through the network, I think it's a really good practice to take the process off-line at this stage.


Now, let's get away from the idea of this meaning 'telesales' or 'telemarketing'. That's not what you are doing here. What you are doing is taking the time to professionally introduce yourself to your prospect. There are a few ways you can do this:


  • 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


However, you decide to make first contact, I'd say that it's really important not to do it through the 'normal' way. All we are really doing here is using LinkedIn as a tool to generate contacts, which we then develop into leads through direct methods.


When you've done that, you can move the conversation back online


When you've done the above, I think it's then appropriate to start adding your new contacts to your LinkedIn network, as well as any other relevant platforms that will allow you to engage with them. By doing this, you can nurture them and keep them on your radar without becoming too much of a nuisance.


All we are really doing here is using the LinkedIn network as a really handy tool to make the initial information gathering part of your lead generation process a lot easier. There is no rocket science here. However, by doing this, you can:


  • 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


Part 10:
Is Telemarketing Still A Good Idea?


Now that we have discussed some best practices, I wanted to talk a bit about some ‘theory’. Namely, the important question of:


'Is telemarketing still a good idea in the modern digital age?'


There are some strong opinions on both sides of the fence of this debate. Here are a few arguments in favour of both.


Telemarketing - some good and bad points


The odds seem to be stacked against a successful telemarketing campaign nowadays. As I see it, there are two main reasons for this:


  • 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


However, I'm definitely against the idea that telemarketing has lost it's place altogether. Here are some of the reasons for this:


  • 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


How can telemarketing work nowadays?


I think that this is actually a fairly simple question to answer. In my eyes, there are two forms of telemarketing activity nowadays. I'm not talking about market research or database cleansing etc, I specifically mean ways that the phone can be used to directly generate new business. These are:


  1. In highly targeted, intelligence based campaigns
  2. At a point further down the sales funnel - ie, not strict lead generation


Let's take a look at these in more detail by starting with a recap of intelligence based telesales


Intelligence based telesales


We mentioned this previously so just to recap:


Nowadays, the only way that a telemarketing campaign will be successful is if there is a high degree of intelligence attached to it. What I mean by this is that it can't be a case of dialling through a list of unqualified and under researched data and hoping you find the one in two hundred people who might be interested. This is the kind of telesales that has given the practice a terrible reputation.


Intelligence led campaigns will be undertaken after very detailed research has been undertaken on each qualified prospect. For example, before you call the prospect for the first time you will know (at least):


  • 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


By doing your research you stand a much better chance of achieving success and also providing a valuable and needed service to your new customer. We’ve already discussed exactly how you can do this.


Telemarketing in your lead nurturing process


I’d like to highlight the fact that the phone can be a very, very useful tool in your lead nurturing program, if you run one. For example, your process might go something like this:


  1. a prospect visits your website and downloads an e-book in exchange for a name, email address and phone number
  2. the e-book is automatically sent to them along with an introductory email
  3. you then call them a week later to find out more about them and how you can help


This way, you are not being intrusive - you are only talking to prospects who have interacted with your business and who already know who you are. Therefore, you should receive a much better success rate than you'd get from a 'blind' telemarketing campaign.


So, is telemarketing still a good idea in the modern digital age?


My answer to this question is therefore 'Yes', if it is done correctly and using the above as a template. The days of blanket cold calling are certainly over, although there is still a place for intelligence based telesales, especially if it is carried out in conjunction with your digital marketing efforts, ie being tied in with your lead nurturing process.


Part 11:
A Telemarketing Campaign Checklist


This section is written to offer a handful of effective telemarketing tips that should help you make the most of your next sales campaign. Nowadays especially, telemarketing can be quite challenging and demanding on your resources. However, if you spend some time in preparing your day - making sure you do it the right way - the rewards can be substantial.


Hopefully, this guide will help you feel more positive, prepared and productive about your next campaign - as I'm sure you already know, positivity and motivation are absolutely key when it comes to telemarketing success. Keep these going and you've won half the battle.


Here goes.


Tip 1: Get mentally fit and ready


Without doubt, the biggest barrier to a successful telemarketing day is a negative mindset. If you start thinking to yourself, 'There's no point in me calling, this will be too expensive for them', or, 'They've probably already got a solution partner in place for this', you'll get nowhere - fast.


It's absolutely key to make sure that you are thinking positively about the outcome of your calls. The old adage, 'Smile before you dial', still hold true - it immediately puts you in a better frame of mind, allowing you to focus on the positives that can come out of your conversation. These include being able to help your prospect with a problem they currently have - and a sale for you of course!


So, before you make any calls, get yourself into a positive frame of mind. Also, if you find that during the day your positivity begins to slip, take some time out to recharge. Positivity is essential for telesales success.


Tip 2: research your prospects


One of the best things you can do anyway in any kind of sales activity is to research your prospects. The more you know about your prospective clients, the more chance you have of a great and successful conversation.


Additionally, the more prepared you are, the more confident you will feel about your telemarketing calls. As you begin to notice the positive results of preparing for each call, you will feel more confident about the next call, and the call after that and so forth. You'll soon get yourself into a great rhythm and you'll actually begin to look forward to each call.


There is nothing worse than 'winging' your telesales calls. If you do, the chances are you won't get anywhere. This will impact your mood for the rest of the day, and therefore the success of the rest of your calls. Proper preparation makes sure that you not only have a better chance of success, but that you feel good about the job you are doing.


Tip 3: define goals for each call


Another thing you can do to have more success on the phone and to feel better about your telemarketing days is to have clearly defines goals laid out for your calls. This is really important in terms of helping you keep momentum and positivity because after reaching a few call goals you'll start to see that you're getting somewhere. You are achieving what you set out to do.


You should try for a positive outcome on every call. This doesn't mean that you should expect to sell on every call that you make, because that just won't happen. It may be that you want to have a tiered system in place, which says, 'Okay, if I can't sell on this call, then I want to be able to move the conversation forward by arranging X, Y or Z'. Even if it turns out that they only ask for details to hold on file, it's better than not making the call in the first place.


So, define goals and mentally count them as victories when you have reached them - you'll notice that this will help your mood and rhythm as the day goes on.


Tip 4: prepare for objections


Remember how we discussed these at the start of the book?


Some of the biggest suckers of positivity and productivity in telemarketing fall under the umbrella of objections. These are the unavoidable parts of the sales process where your prospect will raise an issue that stands in the way of them purchasing your product or service.


They happen during almost every sale and to every salesperson, bar none. However, they can be a massive dent to a salesperson's' confidence, which can then have a negative effect on the rest of the day's results.


So, before you even start calling, you should get it clear in your head that objections are just going to happen, There isn't too much you can do about it and it's nothing against you personally. Therefore, you need to expect them and be ready to handle them when they come your way.


Be prepared for them. What is it about your product or service that could result in objections? Is it the price? Is it because you are a new business? Whatever it could be, you should have an answer ready so that you can deal with the objection quickly and efficiently.


That way, you won't be caught on the hope and you'll feel confident that no matter what comes up in the sales call, you'll be able to handle it. And that's just a great position to be in for telesales - you need to feel confident that you can handle the call, no matter what is thrown at you.


Tip 5: kill procrastination, be proactive


The next tip on this post is about the King of all sales slayers - procrastination. This is a terrible habit to fall into it and it will completely obliterate your telesales campaign if you let it. It can happen for many reasons - let's say you've had a few bad calls due to objection or bad preparation; it's easy to think,'Okay, I need to regroup and come out fighting again.'


That's a fair point - you should take a breather if you really need to. But that should be a short period of time designed to get your head together. The danger is that this period extends into a larger cycle - you'll get back to the calls after coffee, or after you've had lunch, or after you've sorted out your email inbox, or after you've updated your antivirus software... etc, etc.


This kind of habit will kill your rhythm and will make you feel worse about your telemarketing capabilities. You need to make sure that you are making a steady stream of quality sales calls - maybe you could decide that you want to make 'x' number of calls per hour.


If you stick to this, you will avoid the procrastination trap and you'll also start to see that you are getting somewhere. This will in turn make you feel more positive and will only help your days work.


So don't procrastinate - be proactive and stick to your plans for the day. The results are awesome.


Tip 6: think about tonality


The way you talk to your prospect will determine how well you engage with them to a significant degree. You can't expect to call someone, sound like a drone and then expect them to get excited about what you are saying to them. You need to sound friendly, upbeat and enthusiastic.


This makes even more sense if you think of it in these terms. When you are selling on the phone, you don't have the benefit of looking your prospect in the eye, or letting them read your open and positive body language.


All you have is your voice and its tone. If your prospect picks up positive and engaging tones from your voice, then that is how they will 'see' you - and you will have a far better chance of gaining, and keeping, their attention.


For all sales professionals, this is something that can be difficult at times - if we are having a bad day, or feeling unwell for example. What you should do on these occasions is to get yourself - even if it just for the length of that phone call - into a mental state equivalent to a time when you been successful.


Or, you could imagine someone you admire, or who you know is a great salesperson, and try to act how you believe they would on this call. Gee yourself up for the call. Never let your prospect see or hear anything other than professionalism, confidence and enthusiasm.


The only way to do this during a telemarketing call is to make sure that you sound like that's what you are all about. This is one of the best telemarketing tips I can give you.


Tip 7: consider your posture


While you cannot use body language to help you gain trust or influence over your prospect if you are talking on the phone, your own body language will affect how you feel and therefore sound.


Although it may be tempting to slouch, or have your chin resting on your free hand while you are talking, these kind of actions will create a state of being for yourself, which will come across in the way you speak. You then run the risk of sounding like the dreaded drone.


I think the best rule of thumb to use here is to imagine that your prospect is actually sitting in the room with you. You wouldn't slouch then, would you? As explained earlier, the way you sound is absolutely key in telemarketing, so don't hamper that by relaxing too much. Good sales professionals sometimes prefer to stand or walk around the room, while gesticulating and smiling as if the prospect was there with them.


This all comes across in your voice, so make sure that you check yourself regularly to avoid any bad habits developing.


Tip 8: learn ‘mirroring’


This is a skill that is sometimes overlooked, and is also quite hard to hone. Basically, you want to try and match the way the person on the other end of the phone speaks - the idea being that you can more easily generate rapport with them this way.


For example, your first call of the day is answered by someone who says; 'Alright mate, how y'doin?'. Although you want to keep your professionalism in tact, you also want to try and adapt the way you speak to them - you want them to feel like you have something in common with them and your vocabulary is a great way to do this.


So you may say something like; 'Yeah good thanks mate, you? However, the person you call answers the phone by saying; 'Good Morning, Mr Grey speaking - how can I help?' You'll know then that you have to use a different set of vocabulary, and adapt accordingly.


This may not be something you can learn immediately, but over time you will soon pick up the different ways in which different people talk. You'll get to a point where you can switch between many sets of verbal communication with ease, and you'll know just by the way the person answers the phone which one you should adopt. It's a good skill to learn, and one that can help you quickly generate rapport.


Tip 9: work out your USP (Unique Selling Proposition)


Before you can convince anyone to use your products or services, you're going to have to be able to give them a good reason as to why they should choose you and not a competitor.


One way you can do this is to make sure you have a clearly defined USP, or 'unique selling proposition'. Doing this will really help you and your business stand out from the crowd and give you the best chance of winning business from your prospect.


Tip 10: design a great sales hook (you know how to do that now, right?)


In line with the point above, it's a good idea to also make sure that you have a great hook ready to deliver to your prospect. Essentially, you want to give them a reason to stay on the other end of the phone - it's very, very easy to get hung up on these days.


I'd say that this is probably one of the strongest - if not the strongest - telemarketing tips on offer in this post. You'll want to think about this in some detail - try to work out something punchy, something you know they'll want to hear.


Tip 11: Make sure your data has been CTPS/'Do Not Call' checked,  or that they are 'Opt-In'


This is crucial - if this is the first time you are calling your prospect, you want to make absolutely sure that the company you are calling isn't registered on a 'Do not call' list. You will face severe penalties if you call such people. If you are using data from a third party, make sure it's filtered and that the company you have purchased the list from is reliable.


Ideally, you'll be calling from your own opt-in list - contacts who have left their details through your site in exchange for an e-book or similar. For more information on designing landing pages for lead generation, please see this post.


Tip 12: Make sure you have a system in place to help manage your campaign.


Finally, it would be a shame to complete a successful telemarketing campaign and then not be able to capitalise on it due to poor data management. A great solution for this is to set up and run a CRM system as well as a lead nurturing process - they will both help ensure that you make the best use of every lead and contact you have.


(We will discuss this one in more detail in the last section of this post).


In sum


If you bear the telemarketing tips above in mind as you prepare for your next campaign, I'm positive that you'll have a much better day. The key with marketing on the phone is to make sure that you keep productive, keep your momentum up and that you also maintain your positivity levels throughout the day, even in the face of rude prospects and difficult objections.


If you can manage that, you are sure to have a successful and productive day that helps to move your business closer to where you want it to be.
Part 12:
CRM And Why It’s Important


Lastly, I want to briefly talk about how you can manage your prospects, contacts and sales opportunities through software.


Hopefully, you’ll be able to put a lot of the advice presented so far into action and you’ll quickly build a full sales pipeline.


However, when this begins to happen, it's vitally important that you have systems and processes in place that allow you to manage your data efficiently. Otherwise you run the risk of losing customer due to poor contact management.


Thankfully, there are are a myriad of platforms available to help you with this - they are what we mean by the term 'CRM Systems'.


First, what is a CRM system?


CRM stands for Customer Relationship Management, and it's essentially the process of making sure that all of your contacts, prospects and leads are taken care of in a reliable and consistent manner.


A CRM system is an application that allows you to do this very efficiently, helping you to schedule calls, record notes, store data and generally keep your sales process in good working order. Without it, you'd have to reply on memory or spreadsheets - of course, this is a really bad idea.


Not all CRM's are the same however - there is a huge range currently available, some of them more able to handle the requirements of the modern sales arena than others. What follows is a breakdown of the kind of features you need your CRM to have. Then you should be in a position to go out to market and set up your own system.


What should a basic CRM be able to do?


A basic CRM system will allow you to store important sales data, usually in the following sections:


  • Contacts
  • Leads
  • Opportunities


As you've no doubt worked out, you'd store contacts in the contact section, move them into the lead section when they become prospects and then move them into the opportunity section when you have sent a quote or proposal and you have a chance of gaining their business.


Perhaps the most important part of the CRM system is the function that allows you to schedule calls and take notes to help you keep track of the ongoing communication with your prospect. Essentially, you'll be able to log some notes along with your prospect record and you'll be able to set email or pop-up reminders for scheduled call backs.


The last thing that a basic CRM should offer would be the ability to run reports so that you can see how you are doing on a monthly basis. For example, you may want to know how many leads you convert to opportunities, or what the ratio of leads to conversion is. That way, you can set realistic targets and also track your progress throughout the year.


Although the above is certainly easier - and most definitely better than using memory or a spreadsheet - you might want a bit more.


What about advanced CRM features?


There a many, many CRM platforms out there with almost every kind of feature that you can ever need or imagine. Here is a short overview of some of the most popular kinds of extra features that are currently available. If any particular one is of interest to you, a quick Google search will no doubt bring up a list of vendors that can help you further.


  • 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


Popular and reliable CRM providers


I don't think that there is any 'best' CRM system for every small business - as I'll discuss a bit further down, it largely comes down to individual need and preference. However, with that said, here are some of my favourite systems for the SME market:


  • Salesforce
  • Zoho
  • Capsule
  • Nimble
  • Hubspot CRM


What you should consider before buying


Clearly, you need to consider what features are important to you before you decide to purchase/implement your CRM system.


A few questions you may want to ask yourself would be as follows:


  • 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?


The most important questions to ask yourself though are:


  • How organised am I?
  • How much do I enjoy using complicated systems?


I included the last questions because it leads me to perhaps the biggest problems with all CRM systems - adoption. This is more true for large organisations where it's very difficult to get the sales reps to use the systems as originally intended and hoped - after all, it can be a bit annoying filling out overly-complicated records when all you want to do it get on the phone and sell.


However, this can also be true for small business owners - if you are not that organised and really don't like applications such as this at the best of times, it's best just to be honest and opt for a basic CRM that won't be too taxing. Splashing out on a fully featured CRM system that you just won't use isn't really going to help you.


If you find the right system that you enjoy using, you'll be well on the way to managing a healthy pipeline that contributes significantly to your overall business success.


So, the advice here is just to find a simple one and use it -  you’ll reap the rewards further down the line for sure.

Wrapping this up


The aim of this guide was to help you quickly and effectively get to grips with the basics of telemarketing. In it, we have discussed:


  • 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


We also ran through a ‘checklist’ of sorts to make sure you had just about every eventuality covered so that your campaign is as successful as possible.


I really think that is it, at least in terms of getting started. As you build up experience in your particular industry you will figure out nuances specific to your business and its target market, but for now the guide above will help you off to a great start.


All the best with everything  - I wish you well going forward!

Thanks for reading,

Alan