Working the Phone as a CRM Tool (1,572 words)
Instead, a prolonged, conversational approach is more appropriate. With significant psychological barriers standing in the way of the sale, a human-to-human bond must be established. Because such efforts are time-consuming, they are also relatively expensive. However, the ultimate reward of high long-term value often makes them cost-effective.
2. Match the skills, capabilities, cultures and "styles" of TSRs to the target audience and "tone" of the screen script.
The two very different types of prospecting efforts described in the previous section have significant ramifications concerning the profiles of the TSRs who will be executing the campaigns. The "dialing-for-dollars" method that is targeted to the deal-prone segment can be executed by less experienced TSRs. Their mission is to closely follow a concise and focused script so that large numbers of prospects can be contacted as rapidly as possible.
The prolonged, conversational, interactive approach that is often so effective with high-value prospects requires a different type of TSR. Besides being more experienced, this individual must be able to "think on his or her feet." After all, the script is merely the outline for a true dialogue, where the TSR must be able to quickly establish a psychological "connection" with a total stranger. This is difficult to do face-to-face, much less over the phone. It is an art many people cannot master, no matter how much practice they've had.
Likewise, it is important to match the cultures and styles of the TSRs with their target audiences. Performance cannot be optimized if the tone of the presentation interferes with the content of the message. Some of this is obvious, such as matching Spanish-speaking TSRs with Spanish-speaking prospects. However, this also carries over to regional differences. What is thought to be acceptably assertive in some parts of the country is considered downright rude in others. Also, be mindful that strong accents may get in the way of effective communicaton between TSRs and customers.