Six Ways to Conduct Successful Telemarketing in a Do-Not-Call World
However, if your offer is much better than what others present, you’ll make more sales. For example, if your mortgage refinance package also includes a three-year home warranty on household appliances that eliminates repair bills, you have a superior offer that solves a second consumer need. Be creative, and try to develop offers that will convert at double-digit rates.
3. Introduce the company and offer before you call. It is nearly impossible to introduce a company, product or service, and offer—and close the sale—on a single call. These are just too many communication objectives for a single call. The telephone is an excellent medium for cultivating relationships, removing obstacles to buying and closing sales. So even if your company is well known, consider prefacing a call with direct mail to introduce the product and offer.
Today, the U.S. Postal Service can notify your company when Standard mail has arrived at the local post office for delivery, so you can time your calls to a consumer to occur within a day or two of receipt of your mailer.
4. Empower reps to engage in a meaningful dialogue. When receiving a call from a telemarketer who sounds as if he or she is reading a script, most consumers automatically identify the call as unwanted and impersonal. If you need to use a verbatim script, teach reps to read without sounding like they are reading. I learned this during my early career in radio—it can be taught.
Empower and train reps to engage in a meaningful dialogue. This will involve the use of call guides (bullet-point outlines), questions to guide the conversation and training on how to provide structure to the interaction.
5. Call the right person with the right offer. Consider segmenting or mass-customizing your offers based on data, so they really appeal to the individual. Put database overlays, modeling and data management tools to work for your enterprise to achieve better results.