Telemarketing is not necessarily telesales. If you think using the phone to sell is only about playing a numbers game with pushy, untrained and over familiar sales staff, you are probably limiting your organisation's capability. If you see using the phone as complementary to your other activities and a way of telling people that you exist, for keeping in touch with existing customers, and for providing excellent service, then you are on your way.
Firstly, just remember that every time you or anyone in your organisation uses the telephone to speak to a customer or potential customer, you are selling. Everyone in your organisation, even the hidden-away clerk who gets the odd call, is in sales! Make sure they all understand the importance of the phone.
Here are my tips to getting the phone working to improve your profits:
1, Use it to complement other activities
If you're getting leads in through the internet, be sure to follow them up by telephone - even if only to say 'Hi'. Let people know you are there and that they have your attention. Following up a mailshot is particularly effective and can have a huge effect on its profitability.
2, Know what you are calling for
Trying to close a deal is almost (almost) impossible on a cold call, whatever you are selling. You are going to get better results by making good first introductions, following up with something in writing - maybe by email - or aiming to make an appointment. Consider what you want the outcome to be before you do anything else.
3, Softly, softly (and professionally)
You are making a business call - even if to a residential customer - and the reputation of your company is at stake. Avoid vomit-inducing, 'How are you today?''s and other over familiarities. Script your introduction but nothing else. The best way is to state who you are, what your proposition is and the purpose of your call. Be honest, forthright and professional. Put it in very simple terms. If you have been through a secretary, thank your contact for taking the call.
4, Cold calling staff
Don't make people who dread cold calling do it. You want people in who will love doing it and you need to incentivise them in line with the company's goals. Be careful not to incentivise purely on appointments though otherwise you will get lots of disgruntled salespeople who are turning up for unwanted appointments made under duress. Don't be afraid to pay good commissions and give them star treatment. Many employers see them as cheap labour. If they are profitable they are the key to your profits.
5, Following up
Follow up as much as you can profitably. Enquiries, sales, service appointments, support calls, anything you can. If you're selling knick knacks at £1 each, this is unlikely to make you money, but if your values are higher this can really pay dividends. If it is an existing customer who has had a support issue, call them to make sure all is now well. These are great opportunities to casually ask if they have everything they need from you right now. Don't turn the call into a 'Trojan Horse Call' though. You can end up reversing all your goodwill.
6, Testing & Measuring
Goes without saying. Work out how much it is costing, what you are making from it and what could be done to improve it. If it is making you money carry on, if not review it, change it and/or stop it.
Firstly, just remember that every time you or anyone in your organisation uses the telephone to speak to a customer or potential customer, you are selling. Everyone in your organisation, even the hidden-away clerk who gets the odd call, is in sales! Make sure they all understand the importance of the phone.
Here are my tips to getting the phone working to improve your profits:
1, Use it to complement other activities
If you're getting leads in through the internet, be sure to follow them up by telephone - even if only to say 'Hi'. Let people know you are there and that they have your attention. Following up a mailshot is particularly effective and can have a huge effect on its profitability.
2, Know what you are calling for
Trying to close a deal is almost (almost) impossible on a cold call, whatever you are selling. You are going to get better results by making good first introductions, following up with something in writing - maybe by email - or aiming to make an appointment. Consider what you want the outcome to be before you do anything else.
3, Softly, softly (and professionally)
You are making a business call - even if to a residential customer - and the reputation of your company is at stake. Avoid vomit-inducing, 'How are you today?''s and other over familiarities. Script your introduction but nothing else. The best way is to state who you are, what your proposition is and the purpose of your call. Be honest, forthright and professional. Put it in very simple terms. If you have been through a secretary, thank your contact for taking the call.
4, Cold calling staff
Don't make people who dread cold calling do it. You want people in who will love doing it and you need to incentivise them in line with the company's goals. Be careful not to incentivise purely on appointments though otherwise you will get lots of disgruntled salespeople who are turning up for unwanted appointments made under duress. Don't be afraid to pay good commissions and give them star treatment. Many employers see them as cheap labour. If they are profitable they are the key to your profits.
5, Following up
Follow up as much as you can profitably. Enquiries, sales, service appointments, support calls, anything you can. If you're selling knick knacks at £1 each, this is unlikely to make you money, but if your values are higher this can really pay dividends. If it is an existing customer who has had a support issue, call them to make sure all is now well. These are great opportunities to casually ask if they have everything they need from you right now. Don't turn the call into a 'Trojan Horse Call' though. You can end up reversing all your goodwill.
6, Testing & Measuring
Goes without saying. Work out how much it is costing, what you are making from it and what could be done to improve it. If it is making you money carry on, if not review it, change it and/or stop it.
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Who Are You?
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