Achieving Successful Telemarketing Campaigns
It is a common misconception that telemarketing is merely a ‘numbers game’. There are a number of different factors that influence the eventual success or failure of a telemarketing campaign. The human element that comes with telemarketing distinguishes it from other marketing methods. However the set up and management must be effective or the campaign will fail. Through providing call centre activities for a number of years, we understand how to achieve a successful telemarketing campaign.
This post explores the difference between poor and successful telemarketing activities. It is still a highly effective marketing method either as a standalone or cross-channel solution that can increase your return on investment. We give a few tips for what to do and what not to do.
Training
Unfortunately, the majority of us have been on the receiving end of an annoying cold call. The caller merely reads off their script or rushes to get through it as fast as possible without any form of engagement or creating any level of rapport. Unsurprisingly, this does not result in a lead or even a positive impression of the company.
A simple way to avoid this is to thoroughly train your staff before any calls commence. It is imperative that they understand what it is they are promoting, the USPs and the added value of said products/services. They should not rush through the script and instead, allow the listener to take it all in and ask any questions. After all, promoting engagement will allow you to identify potential objections, pain points and will set the ‘lead’ as a much better and closable prospect to the end client.
Go through the script and the company with the callers, ensuring they are comfortable. When you understand what you are talking about, you automatically come across as more confident. During a telemarketing pitch, as they cannot see you, a confident and professional sounding caller is key to a successful telemarketing campaign.
Tone and speech is key and an aspect often overlooked which can be easily installed in any level of caller. For example, when initially engaging with the dreaded ‘gate keepers’, simply asking ‘tell me, who would have overall responsibility for’ will allow you to get put through to the relevant contact at the right level. Not someone that merely looks after a specific structure of the business. That being said, the latter will still allow you to gather useful information. However it will also lengthen the engagement process. On the other hand, asking the same question would allow you to append the right information as to whom you need to speak to if not known.
Similarly, when engaging with a decision maker, using the right commands is key to showing respect and allowing for a smooth introduction. Phrases such as ‘Can i ask’ rather than ‘tell me’ will allow you to achieve much more.
The above is certainly not limited to these alone. In practice, it varies from campaign to campaign based on many variables such as business size, sector etc. However, the foundation of a successful call will depend on deploying the right introduction.
Take time getting the script right
The script is key. Have in mind what your objectives are for the campaign and base the script around that. Ensure that it relays enough information about the product/service without telling them too much and boring them. You want to leave them keen to find out more so a good script is never too long or too wordy. Do not forget to let them know it what it will mean to them and the business, ensuring you stand out from your potential competitors.
It is common for a caller to adapt the script to their own way of talking. This is fine providing the company you are calling for approves it. When done right, this is useful as it allows them to present in a way that is more comfortable for them, which relays to the listener as a free flowing conversation. There will also come a time when they have no more need of a script and can recite it all from memory. This helps present the business effectively as they actually sound like they work for them.
As a result, this creates more leads and appointments for your company. However you need to ensure the message is to the point, as far too often callers will introduce new wording that may be the difference between a failed or successful call.
If after a number of calls you are not getting anywhere, review the script with the callers. Find out where they are facing objections and re-word it or even take it out. It is important to iron out any problems early on to ensure a successful telemarketing campaign.
Do not be afraid to regularly review the script, delivery and at times, the actual caller.
Be Polite
In plain terms, some of the people you speak to on the phone will just not be interested. Unfortunately, some people will say no even if you were giving the product away for free. A good telemarketer will always keep a level head, be polite, and end the call on a positive note. This ensures there are no complaints from the person on the other end of the phone.
You are representing the company and you want to leave a good impression. Always remain polite and confident and so even if you do hear a no, you have done nothing wrong. Continue to work hard and you will get through to interested parties. A bad trait that bad telemarketers have is to get rude or blunt when the person has no interest. While it is not the answer you want to hear, remain polite and end the call so there are no complaints. Bear in mind their position may very well change in the future both in terms of their title/responsibilities or needs. Therefore leaving the right impression is key to potential future engagement.
Targeted, Accurate Data
One of the most important components to a successful telemarketing campaign is the data. Have you ever had a call at home for someone who doesn’t live there? Or perhaps for a car accident you never had? Asking for someone that left the business some time ago? This is what results from a poor quality data set. When you receive a call that is for the wrong person/wrong reason, you instantly switch off. The chances of the call converting to a lead are next to none. In a way, you lose before you even start.
To avoid this, you need to ensure you invest in a high quality data list that is cleansed regularly. Talking to the right person at the right address is key and ensures you do not start the call fighting a losing battle. Cheap does not necessarily mean effective. Too many lists are not cleansed or managed properly which only results in complaints and opt-outs.
Summary
Telemarketing is still an effective marketing method in today’s business world. However, it is important that the campaign is set up and managed properly to maximise its success. A key component is the data which must be accurate and up to date. Have a look at our buyer’s guide for more tips and information about buying a data list.
Impact have been providing telemarketing services for our clients for many years. We understand how to make your campaign a success and ensure a positive ROI.
Get in touch today and a member of the team will be happy to advise further on what we can do for your business.