How To Train Telemarketers To Sell Your Products And Services

How To Train Telemarketers To Sell Your Products And Services

Selling to business to business (b2b) companies requires a distinct type of telemarketing. To differentiate your telemarketing from other telesales efforts and to better market your offerings to your business leads, you need to help your telemarketer gain more than just simple knowledge of your products and services.

Helping your telemarketer own the script

  • Help your telemarketer feel important – most companies who use telemarketing to sell their products and services fail to welcome a new telemarketer into the company organizational structure. They simply hand over a script and calling list to their employee and expect him to immediately start selling. Even veteran telemarketers need to know their place in a new company and need to feel a sense of ownership of the product or service to be able to sell it convincingly.
  • Review scripts with your telemarketer – after handing the script to your telemarketer, you need to spend time discussing this with him. He may have certain questions or doubts about the script or product that you can help clear up. When these uncertainties are not resolved, he could unintentionally impart this doubt to your business leads whenever he delivers his spiel.
  • Include your telemarketer when improving scripts – Eventually, your telemarketing scripts will need improving. No other person in your company can provide better insights on how to improve your script than the person delivering it everyday. He can suggest which parts of the script to emphasize or revise based on the reactions he gets from business leads. After the revision, your telemarketer will be more confident selling using the script because of the personal involvement in its creation.
  • Prepare your telemarketer for reality – reassure your telemarketer that you do not expect him to close the sale or set an appointment on every call and that rejection is inevitable, but remind him that the company highlights successful sales or appointments. This will condition your telemarketer to focus on selling rather than being rejected. It will also keep him from fearing cold calling or becoming rude to business leads.

An easier, cheaper way

Of course, to save yourself from the hassle of having to spend precious time training your telemarketers, you can always consider outsourcing your telemarketing to a business process outsourcing (BPO) company. There are plenty of BPO companies that you can outsource to, but to ensure your company’s integrity, you must hire a reliable telemarketing firm with vast experience in b2b cold calling. Doing so would ensure you that professional telemarketers who are experts in b2b telemarketing are communicating your products and services to your targeted calling list.

What is B2B Telemarketing?

The design and purpose of B2B telemarketing is very different from that of ‘telesales.’ The negative connotation associated with telemarketing is often due to its confusion with telesales.  Although telesales is a form of telemarketing, telesales is typically used in the business world to sell a product or service-or essentially close a sale. The telesales call is not successful if sale is not generated and completed during the call. B2B telemarketing is different in that the purpose is to generate interest, encourage additional contact, and build strong B2B relationships and calls are typically made directly to the decision makers within the potential or existing client’s organization. Depending upon the desired results of your B2B telemarketing campaign, outbound telemarketing callers can attempt to entice the recipient of the call into wanting to hear more about your product or service, or they might try to schedule a follow up visit with a company representative to discuss the potential client’s needs, as they pertain to your business, in more detail.

B2B telemarketing agents often make contact to gather information from clients or potential clients in order to improve their own processes and procedures. These types of calls are often referred to as telemarketing surveys. The results of telemarketing surveys are often instrumental in improving company policies, procedures, and strategic decisions.

Lead Generation Through Telemarketing An Effective tool

by: Jack Morkel

Effective business lead generation is based on efficient telemarketing services that result in generation of qualified prospects to increase sales and productivity.

Many times, sales personnel aim at making calls, whether productive or non-productive, is not their concern at all. These kind of calls are generally wasteful calls and do not contribute to company’s objective of generating business.

Lead generation services are meant for making those calls to some specific clients who can be the prospective clients in most cases. These people are ready to listen to telemarketers as they also have a same objective in their mind for which telemarketers are making calls.

Lead generation becomes effective through full-time telemarketing services that aim at generating as many leads as possible without compromising on cost and time factor. These services are meant for generating both business to business and business to consumer marketing needs. Furthermore, all leads can be customized to target ideal customers. Ideal customers are identified through lead generation program that have higher chances of turning into prospective or desired customers.

To successfully implement sales lead generation campaigns, outbound and inbound call centers capitalize on their experiences for generating effective leads for their clients.

Telemarketers should also possess good telephonic skills for making effective calls. Sluggish and lethargic approach will not give good results, nor generate desired leads. Proper strategy is drafted based on which calls are made. The rest depends on communication skills of the executive, executing the calls.

Cleaning Company Telemarketing Tips

Most of us have tried cold calling to obtain new contract cleaning customers… and found out the hard way how unrewarding and ineffective it can be.

More often than not, the reception is somewhat unwelcoming if you call facility managers out of the blue. You’re liable to receive practically nothing BUT rejection, some of it extremely impolite too.

But does this really PROVE that telemarketing doesn’t work… or does it merely show that we’ve not had the experience and insider knowledge on WHAT to say when we reach the target person and which APPROACH to take in b2b telemarketing?

Well, to find let’s take a look at how people see telemarketing.

Cleaning services telemarketing has a bad name only because there are so many inept, unskilled and badly planned approaches in use.

The fact is that most telemarketing calls succeed only to UPSET (or bore to death) the facility manager within seconds… and once that has occurred, there’s NO WAY anything good could ever come out of that conversation.

Some telemarketing for commercial cleaning services activities are just idiotic, trying to FORCE things on the target persons. Here, we need not search farther for the cause of failure.

If telemarketing people had a little less aggression and a bit more cleverness in planning their approach, janitorial telemarketing would have a far better image than is the case currently.

But most of the better-planned telemarketing activities also manage to achieve very low results because of a more hidden cause: Unwittingly, they upset the target person by overstepping his willingness and/or ability to accept what is being said.

It’s very normal for telemarketing speeches to try to force the facility manager into accepting chosen facts. This is the “sales-oriented” cleaning services telemarketing strategy wherein one tries to SELL ideas (and, cleaning services) directly on the telephone to a stranger.

They want to FORCE the facility manager into saying that he is dissatisfied with his current cleaning service. They attempt to manipulate him into answering their questions “correctly.”

But logic doesn’t work in telemarketing for janitorial services… well, not logic forced on the target person anyhow. That’s because the success of telemarketing is solely based on the EMOTIONAL RESPONSES that the telemarketer creates in the person he is calling.

The fact of the matter is that people react to new things emotionally much more so than rationally.

That’s to say whenever something new springs upon us our initial reaction is based on EMOTION, not logic.

For some, logic takes over quite quickly. But the majority needs help in being able to start thinking rationally in a subject with which they’re NOT FAMILIAR.

And for most facility managers, the subject of evaluating and comparing contract cleaning services is factually a subject in which they’re not experts.

Therefore, LOGIC can only be used to plan an emotionally correct approach, NOT to plan a logical approach.

In other words, you cannot “talk sense” to facility managers at this stage if you want prospective clients. Instead, you must talk “emotion” so your approach meets with their approval on an emotional level.

Thus, the strategy of janitorial telemarketing must be built on…

· how facility managers look at cleaning services, what’s their level of familiarity, awareness, and understanding on the subject of contract cleaning services…

· how willing they are to view the quality of his current cleaning services exactly as it is and SEE if there is reason to be dissatisfied…

· how much (and how fast) we can INTEREST him into a discussion on the subject of cleaning services (and avoid being rejected)…

· how well your approach is built to meet his emotional response to the subject of cleaning services…

· how well and fluently YOU can introduce new factors that help to explain the problems in a way he can ACCEPT (basically by finding causes other than HIM for the unfortunate state of things)…

· how gradual your approach is so he can take the next step without having to face too much discomfort or responsibility (commitment)…

…and so on.

Now, it may all seem a bit confusing and theoretical, but essentially it simply means this: To be successful, your cleaning services telemarketing approach must ALIGN with how facility managers currently SEE cleaning services and how they FEEL about it and all the subjects it involves.

It must also include comfortable, interesting and small enough steps for him to take so he can “graduate” onto the next level of action following the initial prospecting call.

Now, if you attempt PLANNING that from scratch you’re up for a project lasting several years. I know for we’ve done it… and it did take years.

You need to survey the target audience several times, test various scripts, find the problems in the script AND in how the telemarketers use it (and differentiate between these so as not to change what works), adjust the speech and the way people use it… back and forth for ages because each phase needs to be done LONG ENOUGH so you can be CERTAIN of its mistakes and results… on and on.

It’s very complicated and time-consuming.

However, once there, once the work has been done, once you’ve fought through all the confusion it all becomes utterly SIMPLE.

The Secret to Successful Telemarketing

The secret to successful business to business telemarketing – be yourself!

At first blush, cold calling a perfect stranger might seem very anonymous and quite unfriendly. But, you can easily “warm-up” your cold calling sessions by putting more of your personality, and your natural, everyday self into the exchange. Injecting more of your own, unique energy and style into a cold call can make your sales lead telemarketing efforts much more profitable.

If you are willing to disclose a little of your true self in these communications to get telemarketing leads, you can make these calls fun and even interesting. As a result, you’ll tend to end calls less quickly and have a better chance to meet your cold calling objectives.

As is so often the case in other forms of communication, the reluctance (such as fear of public speaking, writer’s bloc or introducing yourself to strangers), to disclose more of your inner-self in cold calls is almost always based on a lack of confidence in your own value. Only feedback from the real world that corrects this mistaken belief will give you the self-acceptance that will encourage more such self-expression. So why not try it?

You can and should freshen up sales lead telemarketing with your own spontaneous observations and comments. I find that telemarketers can significantly increase their productivity if they would simply add more of their own thoughts, feelings, inner-promptings, and even one-liner comments in to their calls. Of course, these add-ons need to be germane to the topic and move the conversation forward– so that you don’t undercut the purpose of the call.

The big payback for you is that your business to business telemarketing services can become more fun and less boring. But perhaps even more important is what it does for your interest and commitment level. If a call is more of a personal expression for you and less of a rote enactment of an impersonal script, you are likely to get more telemarketing leads. More cold calls allow you to identify more contacts, develop more qualified leads, and ultimately make more sales!