Telemarketing Sales – Talking Better
The most common advice you’re getting, when asking about telemarketing sales, is “don’t sound like a sales person”. Not very useful without an explanation, is it? Let’s be honest – you’re never going to make your sales agents sound like they’re calling just to chat about weather. It’s not about fooling your potential client, he’ll always know who’s on the line – it’s about making him listen. Making people listen is tough even in real, every-day life, over the phone it’s way worse, here’s some tips to get a little bit better at it.
The word of telemarketing sales: Attention
While advertising and broadly defined marketing has its acronyms, it’s much harder to use them over the phone, especially working in telemarketing sales, than on some social-media campaign. Such models like AIDA (although a little bit overdated by now), CAB or TIREA explain the decision making process that customer goes through before making a purchase.
The fundamental thing, common for all of the models is attention (cognition, thought – names vary for every marketing model but the meaning behind them stays the same). It’s basically the key to every well done campaign, there’d be nothing to do without having that attention from your potential customers.
Unfortunately (and sadly for telemarketing sales) calling one person dozen times won’t do the trick. They’ll remember you, but not necessarily the way you’d like to. You’ll get the attention as good as the one brought by a loud argument in the middle of the restaurant — not the greatest thing to happen.
The easiest would be calling people already interested with what you’re offering, but it’s not necessarily how the telemarketing sales work — you’re most likely to call random people, who may even not heard about the company. Often the agent is the one who has to make people interested or at least provoke the thought as in TIREA model and the interest may appear in the future.
How to get attention in telemarketing sales:
Don’t be a robot – you’re real
Although it is another cliche advice, it’s impossible to avoid mentioning it: be more like a real person, less like a robot. Intonation, energy in voice – it all matters and may as least cause the sympathy towards agent (with drags along a little bit more sympathy towards the whole company). Just imagine you’re listening to someone reading questions from the screen of paper, with bored to death voice. You instantly see them rolling their tired eyes, waiting for the shift to end and you’re thinking why would you listen to them for another minute if it’s such pain for both of you. Not really a good kind of attention, is it?
It’s a “no” to “how are you?”
Let’s be clear – it’s not a good phrase to use. You don’t care about how it’s going, nor how are the people you randomly call to. They know it, you know it, I know it, Mike Brooks knows as well – and he wrote a book about sales. So maybe it would be better to really skip this awful chat line and wish them to have a good day instead, or good evening. Basically every chat line sounds better than asking about someone without any intention to hear the answer.
Talk with them not instead of them.
Monologues aren’t the best way to make connections. Do you like having conversations with people, who constantly talk about themselves? You won’t engage your potential customers into the product if you’ll be the one constantly talking about it. Believe me, even if they won’t hung up – sure, they’ll hear you but won’t listen to you. Questions are good, especially the ones that are somehow connected to your offer — that engages your leads, makes them focus on finding the answer and take a moment for thinking of what you’re calling about.
Let your talkers say “no”.
That’s not as bad word as it may seem and definitely not scary, especially when you already know it’s going to be said. Asking questions which can only be answered with “yes” or “no” may not necessarily be the greatest idea, though. It’s much more likely to get positive answer when you’ll say “now, with your permission, I’d like to tell you more about our product” rather than “would you like to hear more?” Just think about what you would answer in most scenarios.
Unsuccessful calls matter
Another important thing is to be aware that there’s neither perfect script nor advice that will drastically change your telemarketing sales. This business drags along some limitations, it’s impossible to end all or even one out of every three calls with success.
The second best thing you can do for your company, right after bringing them a sale, is to make them remembered nicely. The way the talker feels about the conversation has a huge impact on how he or she will perceive the company in the future and whether they’ll be likely to ever talk to telemarketer again.
Therefore, even when the call is the pure opposite of the success, it’s not the end of the world and the agent still needs to care about the caller. As in marketing model TIREA, it doesn’t have to start with lead’s interest, it may be just a thought that will provoke him or her to reach out in future, when the interest will be driven by their need and they’ll have the sympathy towards the company in their memory.
Not to mention that unsuccessful calls can benefit agents as well. It’s said that the best way to learn is on our own mistakes. After making so many I can personally say that there’s some truth to it. After all you need to start somewhere to ever be even likely to achieve perfection, don’t you?