Strategies for effective telemarketing


Telemarketing can be a challenging practice, with many agents fearing rejection and potential customers growing wearier of irritating callers. However, effective telemarketing should never be about aggravating clients and come across aggressively. When agents are trained appropriately, honest and more relaxed in their approach, even those leads which have been sceptical in the past may be converted into loyal customers. Below are a few golden rules for effective telemarketing strategies which call agents should aspire to follow.

Plan ahead

It is imperative that agents are prepared for any different situation which they may encounter throughout a call. For example, what to do if they can’t get hold of their prospective client and instead are only able to address their secretary? Or what if the lead wants to hang up straight away and feels pestered? Thorough planning is vital, and by preparing a few scripted solutions to such scenarios, agents will never be left flustered and unsure of how to respond. Prior to dialling the call, agents should also ensure they are aware of who there target audience is, and why it is they wish to speak to them.

Be calm and natural

Speaking calmly to potential customers is the best way to make them listen to what you’re saying as opposed to immediately shut you out. Agents should always commence each call with a friendly introduction using a relaxed, approachable tone of voice. Although some level of scripting is vital for a sales pitch, it is far better to improvise greetings to customers, in order to ensure they seem genuine and natural as opposed to recited for the hundredth time. If an agent sounds genuinely interested in speaking to the potential customer, they too will have a genuine interest in listening to what they have to say.

Ask useful questions

An effective manner through which to grab the attention of potential leads is through asking useful questions. For example, if you ask what strengths or weaknesses they find in products or services they are currently using? Asking questions ensures that each call is a two-way conversation as opposed to a potentially aggressive or often dull monologue being recited by the agent. Furthermore, conversations like these may disclose future opportunities where your products or services may be of use to a lead, leading to further in-depth discussions and the possibility to close a sale with them.

Honesty is key

In order for potential leads to trust your brand it is imperative that any claims you make are completely honest. It is vital to use clear and honest language when addressing your leads. For example, when explaining pricing, agents must do so in clear terms, avoiding hiding any additional costs or making false statements about any endorsements. Instead agents should describe their products and services as exactly what they are in order to avoid any confusion and instead earn the trust of future potential clients. If a customer finds out they were lied to further down the line, they are likely to feel duped and cancel your services.

Be resilient

As a telemarketer, rejection is inevitable, therefore it is crucial to adopt a resilient attitude. The key is to maintain focus on the overall goals of the call and to have strategies in place for difficult situations which my arise throughout. For example, when confronted with someone who says they are too busy to speak to you at that moment in time, agents should request a callback time or ask for details of someone else you can contact within the company who would be free for a chat.

Effective telemarketing need not be a terrifying task. Through adequate preparation and a willingness to learn from experiences, good or bad, sales agents can turn potential leads into loyal customers time and time again.

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