Lead generation creation strategies

In spite of the legislative environment limiting calls by the telemarketing companies, cold calling is still an accepted means of qualifying sales leads and making a sale. It is unreasonable to assume your office will be mobbed by buyers unless you take the initiative to make contact. By using cold calling effectively, you can attract additional customers and expand your business.

Here are some tips that can increase the response rates of telemarketing calls:

1. Define the aim of the telemarketing call

The goal of a telemarketer’s first call is not to sell but to just pave the way for a sale. The initial conversation is about setting up a meeting or getting some sort of a positive response.

2. Be familiar with your target audience

Good market research should precede a telemarketing campaign. After defining the target audience, get details of the person or company you will be contacting. By doing your homework, you can align the product or service with the prospect’s requirements and improve the relevance of your call.

3. Select an opening statement for the telemarketing call

Prepare an opening line to initiate the conversation. This avoids any missteps and gets you focused. Don’t start with “Is this a good time?” or “How are you this morning?” These statements give customers the opportunity to terminate the call. Your call should start with a greeting and address the person by name (preferably with a Ms. or Mr.). Follow it with an introduction - just your name and the organization you represent . If you do this, it would be easier to take the conversation further. Use the information you collected on their business to introduce your service or product as a potential solution for their business needs.

Have the opening statement in your hand before picking up the phone. Don’t read it from your notes. Just use it as a reference.

4. Write out a script to refer to during the phone call

A script prepares the telemarketing agent for any questions or concerns that may be raised by the prospect. Lay out the benefits of using a product or service. Keep a “problem-resolution” card handy. For every question the prospect may ask, you’ll have a ready response. This approach also projects confidence. The prospect feels she is talking to a knowledgeable salesperson. Again, the script is for guidance only, and not for reading word for word.

5. Be precise in scheduling an appointment

Be specific when asking for an appointment. Ask “Can I meet you at 10 am tomorrow?” If it’s not a good time, the prospect will propose an alternative but specific time and day.

6. Be polite to every person you talk to

In telemarketing, callers often connect to assistants of the people who make buying decisions. Treat them with respect and remember their names for future communication. Winning their approval is a prerequisite to getting your call forwarded to the right people. They will give you the information and details you want when you ask them politely.

7. Send promotional gift items - something small but memorable

Sending a unique promotional item to a prospect keeps your business in their mind. When they receive a call from you, they recognize you immediately by connecting your name with the gift.

8. Make cold calls in the morning

Decision makers have more time and energy in the mornings. Catch them early in the day rather than when they’re busy in meetings or other work.

9. Follow up repeatedly

Majority of the telemarketing calls show successful results only after the fourth or fifth conversation. In spite of this statistic, many telemarketers give up after the second follow up. Be persistent if you want to see results.

10. It is definitely a numbers game

Chance of making a sale goes up with each call. Let us face it. Every call will not convert into a sale or an appointment. But make enough calls and some percentage will bring you success. It is important to continuously improve so that you can sell more with lesser number of calls. This can only come about if you keep calling the prospects and not get dejected by negative responses.

The art of telemarketing gets better with practice. Competent telemarketers have under their belt, thousands of calls and a experience of handling diverse set of customer responses. Keep at it and soon you will become a successful salesperson.

Daljeet Sidhu. Compare Telemarketing quotes. Read Telemarketing Call Center blog.

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