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Whether your goal is an immediate sale or to begin a process that may result in a
future sale, telemarketing represents a powerful sales tool for your company. The
following are the third ten of 42 ideas to make your telemarketing work harder:
Telemarketing Idea No. 21
State the benefit. You know that a particular fact or specification is good, but
do all of your prospects? For every fact, state the benefit: "We have a dedicated
group of service specialists, so you're in and out without delay." "Every item
is thoroughly tested in our labs. You know it will work perfectly the first time and every
time."
Telemarketing Idea No. 22
Make one clear point. Sure, there are lots of reasons why you're the best. But
the more of them you include in your sales script, the more you diffuse your message.
Telemarketing Idea No. 23
Use the power of "free." More than just a free brochure or catalog.
Your free offer has more impact if it has a high perceived value -- an educational guide,
a reprint of a government publication, a small tool -- something the prospect wants to
have whether they think they will buy from you or not.
Telemarketing Idea No. 24
Follow up punctually. Whatever you promise in your call to action, deliver it
punctually. If you say you will send out information, do so within 24 business hours of
the call.
Telemarketing Idea No. 25
Go slowly at first. The person you are calling is not prepared to discuss the
subject you have in mind. A good opening goes like this: "Good Morning, Mr. Collins.
This is Roberta Meyers calling from Benton Security Systems." This opening gives the
person you are calling a chance to switch their brains from what they were doing to
participating in the conversation. Words like "Good Morning" and "This
is" are fillers to help you slow down.
Telemarketing Idea No. 26
Give the prospect a headline. After your opening greeting, the headline helps
direct the prospect's attention to the topic at hand. Tell them the purpose of your call:
"I'm calling to follow up on the literature you requested on our line of office
security systems."
Telemarketing Idea No. 27
Don't ask whether the prospect has read your literature. Most people will answer
"no." The ideal sales conversation does not start with a focus on whether or not
the prospect read your literature or has heard of your company; it is about the prospect's
needs.
Telemarketing Idea No. 28
After your headline, give the prospect a moment to think about the literature (or
other actions they have taken towards considering your products). You'll be tempted to
fill the dead space in the conversation by talking, but you're more likely to get the
prospect involved in the conversation if you give him or her a few seconds to think about
what you have said and then respond.
Telemarketing Idea No. 29
Once you have started to build rapport with the prospect, ask a series of
open-ended questions to get the prospect talking. Closed-ended questions (answered by yes,
no or a fact) tend to shut down prospect conversation. Open-ended questions show you are
interested in the prospect, they involve the prospect in the conversation, and they tell
you the key issues that will contribute to the buyer's decision.
Telemarketing Idea No. 30
When you understand the prospect's needs, and the prospect is totally involved in
the conversation, it is time for you to present your company and your products as the
solutions: "I see, Mr. Collins. The big issue in your company is inventory shrinkage
in the evening when the guard is off duty. Let me tell you how the Benton Security model
6000 addresses that problem."
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