12 Steps to Successful Telemarketing Calls
At this step, an agent might say: "Based on what you just shared with me, [prospect's name], I recommend you evaluate the benefits of upgrading some of your...> inefficient windows with custom vinyl replacements."
Now is a good time for the agent to reiterate the benefits of the product or service, share customer testimonials and offer an in-depth explanation of the features — enough to get the prospect excited to know more.
8. Get a Reaction
This step is to confirm that you have fulfilled the prospect's needs in Step 7. In Step 8, the agent could say: "So far in what I've just shared with you, how valuable would this information be for you to evaluate?"
9. Trial Close
If response from Step 8 is positive, an agent should now attempt to close. In this instance, the agent is seeking a face-to-face appointment at the prospect's home.
The agent could say, "Evaluating [our product] will at least give you an idea of who we are as a leader in the industry and how we can help you affordably enhance the beauty and energy efficiency of your home...> Our intention is to introduce ourselves to you and provide you with an estimate that is guaranteed for one full year. Does that sound reasonable?"
If, on the other hand, the prospect isn't sure, the agent could use a more challenging "trial close" in Step 9: "Evaluating [our product] will at least give you an idea of who we are as a leader in the industry and how we can help you affordably enhance the beauty and energy efficiency of your home...> Our intention is to introduce ourselves to you and provide you with options to think about. Does that sound fair enough?"
If there are any objections whatsoever, the agent will have to overcome them at this step. The key to overcoming objections is to carefully interpret them, isolate them and outweigh them. It helps to anticipate the most common objections and provide agents with the information to address them. Often, if the agent has not executed each step up until this point, they will encounter resistance and the outcome will be unfruitful.
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Kathy Sisk is founder and president of Kathy Sisk Enterprises Inc., a global consultancy specializing in inbound and outbound call center training, recruiting and outsourcing services. Sisk is the author of "Successful Telemarketing," a handbook on how to set up and manage a successful call center. For more information, visit www.kathysiskenterprises.com, or call her at (800) 477-1278.