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Telemarket
your products
In
this day and age when “telemarketers” are not the most popular people in
the world, you have to know your business and your plan to make it work.
A telemarketing program can serve different purposes: It can gather or provide
information, sell a product or service and also give customer service. It
can even generate new leads if you ask for them, so know what the goal of
your call is.
Who
you want to market to and what you want to sell are the most important
issues to initially resolve. Even if you have a great product or service,
you need to get the attention of the prospective buyer with a great offer.
Make sure your offer is desirable…would you be interested if someone called
you? What target audience would be interested in this?
You
can reach your target market through telephone lists that come in all
different categories. A cheap email list might result in people accusing
you of spamming. Other lists can be response lists - people who have already
responded to other offers… obviously, this would be a better target list.
Remember to ask for email addresses from your current and past customers
and include them on your list. It’s a good idea to flag that these are
current or past customers so this can be included in your script, otherwise,
they could get upset that you didn’t acknowledge that they had already
done business with you.
Here
are some tips on how to telemarket:
- Have
a good “opener” prepared or “initial introduction” as this is where
you will quickly develop rapport and credibility by your manner and
approach.
- Describe
what you can do for the client with two to four benefits. You will probably
need a script to follow so that you don’t forget key points. There are
scripts that you follow “word-for-word,” others that “guide you” and
others in an “outline form.” Choose the script that best fits the personality
and experience of the particular telemarketer.
- Make
friends with the person who answers the phone. They can control whom
you speak to, so if you establish a rapport with them, it could go a
long way. If you don’t have a contact, try getting to the person with
the highest position (i.e. the president of the company). Then, if the
president tells you that you need to speak to someone else, you’ll be
able to say; “Mr. President said that I should speak to you”. They might
be more apt to listen. Also, try not to spend a lot of time talking
to someone who can’t make the final decision (but be careful not to
offend that person if they have some influence). Ask who would make
the final decision and see if you can talk, directly, to them or if
you could conference that person in.
- Establish
a relationship with the buyer by asking questions and listening. If
they are talking, listen to what they are saying. Many times, they will
answer some of your upcoming questions. A buyer needs to feel comfortable
buying from you and must like you. So, identify with their personality
and mimic their style. If they are quick and to the point, you be quick
and to the point, etc.
- Find
out their needs and respond with how your product or service can benefit
these needs. Ask open-ended question…then, listen some more.
- Deal
with any objections they might have and overcome them with your benefits.
Be confident and patient overcoming objections as it can actual help
in getting a sale.
- Ask
for the sale and close.
- Follow-up
before and after the sale. Most people don’t follow up after a sale
and you’d be surprised how much it is appreciated and how it can lead
to future or more sales and referrals…ask for them.
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