The central challenge with telemarketing is what the caller should be saying in the first 10 seconds of the call. Overwhelmingly, almost as soon as the telemarketer starts talking, the recipient of the call just wants to get rid of them.
I’m delivering two telemarketing training events this month, for separate clients. Telemarketing is part of the promotional mix (which contains over 300 different techniques). In a digital economy, using the phone to sell is still remarkably effective, if it is done properly.
Sadly, this is not usually the case, as can be attested by virtually all of the cold calls that our office receives. Do cold callers get through to you? How do they get on? How do you treat them?
I spent several years in sales in my early career, with Rank Xerox and their channel partners. I was subsequently a coach with an international sales training programme. I have always enjoyed learning about sales and practising my skills in this area. This is partly because of the psychology of selling, which is fascinating.
Is sales something that you dread or enjoy, I wonder? Do you ‘hit the phones’ to get more business? Is this working for you?
When people ask me what I do, I tell them about my four step system: 1) Marketing plan. 2) Website review and update. 3) Promotional mix review and relaunch. 4) Sales skills.
On this basis, telemarketing is part of both 3 and 4 on this list as it can be used as part of the promotional mix and also as part of the sales process (i.e to close that sale!)
My Telemarketing training course includes a process which can generate conversations with 50% of the people you call. Sales conversations lead to the discovery of needs – which is where the sales journey begins.
Sometimes, the business people who are interested in telesales training also want to talk to me about other forms of sales lead generation or the many things that connect to the sales process, i.e. their website. Knowing something about strategy, copywriting, digital marketing and the promotional mix can come in handy, when these questions arise.