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The Most Essential Rule in Telemarketing: Acknowledge your Prospect

The Most Essential Rule in Telemarketing - Acknowledge your Prospect

We often overlook the importance of capturing the real meaning behind what other people say. For instance, when a wife tells her husband that she’s “tired of her job”, the husband immediately tries to solve the problem by saying “You should quit” or “Get another job”. The thing is, that isn’t what the wife was trying to say.

Or when a kid tells his Mom that he doesn’t want to go to school, the Mom right away concludes that the kid was being lazy or irresponsible, but failed to capture the real possibilities – perhaps he’s sick or being bullied at school?

It’s also a basic problem in telemarketing. When a prospect says “I’m just going around the market looking for good Managed IT services, but we’re not going to get one just yet”, a typical telemarketer would say “Great! Let me discuss to you some features I’m sure you’d love”, and then he’d go straight into details and technicalities.

Three Traits of All Remarkable Marketers

What he missed is to acknowledge what the prospect really had just said. Although he was “going around the market”, he clearly stated that they are “not going to get one just yet”. A good telemarketer should have at least acknowledged the fact that the prospect is just shopping for information.

A good response would have been: “I understand that you’re still in the early stages of your decision making. Allow me to provide what you need to know to make it easier for you.”The advantage of using that statement is that it makes the prospect feel understood. He is assured that he will not be pushed for a decision because the telemarketer is aware that he’s not buying today.

A telemarketer should also know how to explore and read between the lines. In the scenario given, the prospect said that he was “looking for good Managed IT services”. However, one’s definition of “good” is very subjective, especially for a business. If his company is running short on budget, “good” may refer to a service that’s very affordable. On the other hand, if money is not an issue, then “good” is equated to quality, which means he may be willing to acquire a service despite of a high price.

It would be a grave mistake for a telemarketer to immediately jump into conclusion and assume what his prospect’s priorities are without even probing or analyzing his words. Rather than quickly transitioning to the sales pitch, the telemarketer should have responded with acknowledgment, such as “I hear what you’re saying – we all need to seek what’s best for our business. Tell me, what exactly is your basis for a good IT service?”

If you were the prospect, wouldn’t that sound heavenly to your ears?

The art of acknowledgment requires discipline – you have to resist the urge of jumping into an opportunity as soon as you see it. Breathe. Take time to acknowledge. It’s worth the effort, you’ll see, for it can help you determine what your prospect really needs, instead of having your sales pitch scatter all over the place without really hitting your mark.

What To Look For In A Telemarketing Team

Recruiting a good telemarketing team is crucial for a successful lead generation campaign. For one, they are the people who will stand on the frontlines, getting in touch with business prospects and turning them into qualified B2B leads. The problem here, so far, is the actual recruitment of your telemarketers. While it might sound easy, putting things in motion can be quite complicated. You can interview them on the phone, or maybe do a demonstration, but these pale in comparison to more intangible qualities that truly differentiate excellent telemarketers.

 

  1. A positive attitude – generating sales leads is no joke, with stress and rejections rates on the phone pretty high. If you can find a telemarketer with a natural sense of humor, or lives with a positive attitude, you should give them a second look.
  2. Enthusiasm – the work can be draining, especially if this is a long-term campaign. Excellent telemarketing representatives are buoyed with an enthusiastic outlook, keeping them going despite the drudgery.
  3. They worked hard, and they have something to show for – this is where past job experiences come in. No matter how promising a potential hire is, if they have shown a lackluster performance, this might make you think twice. It is your call to hire them or not.
  4. Self-motivated – you cannot give your team pep talk every day. You have a lot of things on your plate. It would be a great help for you if you simply hire someone that can motivate themselves, and get things done.
  5. They have a clear and friendly voice on the phone – in telemarketing, voice quality is important. You need someone who has this quality if you want to be effective in appointment setting tasks.
  6. Willing to go on an incentives scheme – a commission-based payment system can be a win-win arrangement. If your agent does not perform well, you minimize your losses. If they exceed expectations, they earn a larger paycheck. It is a risk, but the rewards are worth it.
  7. Can work with a team – lone wolves may be good, depending on the account, but you will need team players in a campaign that can might go through several stages before getting qualified as business leads.
  8. Confident – these people are sure of themselves and their capacity to excel in their work. Such people are rarely the type to sulk or get depressed after a bad day. Hire them astelemarketers and you will save yourself from performance headaches later.
  9. Empathetic – someone who can put himself on another man’s shoes is someone will be able to build rapport with prospects. And in lead generation terms, rapport is a big deal.
  10. Persistent – not taking ‘no’ for an answer is a quality that defines an effective marketer. They will keep on going until they finally get what they want.

 

See? If you can find someone who embodies most of these qualities, then your telemarketing campaign will be successful. What more if you can find one who has them all, right?

 

Why Patient Telemarketers Win Out in Telemarketing-And How to be Like Them

Patience is important in B2B telemarketing since results won’t just happen as soon as we would like them to.  Imagine you are a professional telemarketer very eager to make a sale yet your prospect says “NO” or “NOT NOW.”  You become disappointed.  What you must realize is that your success or failure is a choice.  There is nothing you can do to push these people to buy from you at that very moment.  Sit back and wait it out.  Give your prospects a week or two to decide.  You can make a follow up call or send them an email.  The point here is, you can learn the art of patience and you can be successful if you choose to.

One of the most admirable characteristics of the most successful telemarketers today is patience. This simply means, these marketers learn to work hard and do things over and over again until they get the results they want.  In this blog, I will share just a few ways to help you be like them.  Understand them and see if you qualify.

  • Patient telemarketers stick with all their goals yet they don’t expect them to happen overnight. They know that time is their best asset and that all their goals can be achieved as long as they give themselves a realistic time frame.
  • Patient telemarketers are not easily discouraged by momentary delays. They make use of this idle time to reevaluate themselves and to work on other important tasks.  For example, they try to nurture the relationships they have with their prospects through social media or email.  They do more in research and improve their calling scripts to be more effective.
  • Patient telemarketers are not “pushy”. They don’t urge prospects to decide right away.
  • Patient telemarketers plan their calls. They think well before they act, listen well before they speak and research well before they cold call.  Consequently, they make wise and sound decisions.

Practicing patience is important not only in telemarketing, but also in B2B lead generation and B2B appointment setting.  Remember business is a process and it takes time (sometimes longer time).  Hang back and wait patiently. And when the perfect day comes your way, just grab it.