We’ve heard people say that a telemarketing call’s success is 50% chance (i.e. the prospect’s level of need, his availability, his temperament during the call, etc) and 50% skill (telemarketer’s aptitude in appointment setting).
That is actually not true. While there are indeed some aspects that are beyond control, a telemarketer’s skill definitely constitutes more than just 50% of the process. Why? Because even in unfavorable circumstances, a good telemarketer can turn things around.
A first-rate telemarketer has the ability to turn a “no” into a “yes”, or to educate prospects so that whatever they think may not be “necessary” can turn into something worth looking at after all. He won’t just exert all his efforts halfway towards the goal; he would push the envelop and see how further his skills can take him.
What are the 4 qualities that first-rate telemarketers possess?
Communication skills – Obviously, one has to have the smarts in talking to people before anything else. But we’re not just talking about a superficial exchange of words; a telemarketer must also be able to skillfully time his questions. He must know whether or not a comment is appropriate or necessary, and when to give it. He must be able to control the conversation while still maintaining the prospect as the subject.
Management skills – Not pertaining to employee ranks here. Rather, it’s one’s ability to manage his or her time, resources and concentration while carrying out a telemarketing campaign. It takes a well-organized person to adjust to schedule-related problems (especially when dealing with diverse time zones), as well as to use CRM tools, phone software and computer-based applications in a systematic manner. It makes the calling part much more fluid if everything else is organized.
Proper Motivation – The ideal setup would be having someone who has strong team spirits and always strives for excellence. Unfortunately, that rarely happens because of so many external factors such as training, compensation, and peer support. The important thing is to know how each telemarketer is motivated (if at all) in performing their tasks. How? That’s what coaching sessions are for.
Experience – Yes, experience matters. Telemarketing is not something you could learn by reading a book or by listening to countless recordings of calls. Even role playing and simulated calls aren’t enough to prepare neophytes for actual calls. The only way that one can really learn is to do the real thing. Some people may have the gift, but really being out there making calls is the true test.