September 07, 2016
By Susan J. Campbell, TMCnet Contributing Editor
Telemarketing doesn’t always have the best reputation. While a very effective marketing tool, too many dinnertime calls from pushy sales people turned a once viable option for growing a business into an activity that can land a company in a class action lawsuit when the rules aren’t followed appropriately.
Interestingly, aside from the reputation the word telemarketing has earned, people still want to be sold to. They want to receive relevant information and offers and they don’t mind the phone call when it happens at the right time for a product or service they actually want. While telemarketing software can help to identify those who want to hear from you, this tool alone doesn’t lead to ultimate success.
For the prospect that wants to be sold to, timing is everything. That means that when the first telemarketing software call is placed, the individual may not be in the market just yet for what you have to offer. He or she does take the call and is willing to take another from you at a later time. The problem too many sales people run into is how do you keep in touch with your prospects in a way that is both meaningful and not annoying?
A recent sales prospecting blog post by Jill Konrath explores this challenge. While a number of sales people tend to leave messages with their prospects that are completely forgettable, there are some who have mastered the art of staying in touch in a way that leads to a closed sale. Perhaps the first and most important step they do is position themselves as a helpful resource for the prospect. For instance, if you come across an article that can add value for the prospect, why not send it along as a helpful tool in the job they are trying to complete each day?
Another great idea Jill suggests is sharing a resource that you have on your website. It’s a method to pique curiosity, but it’s also a great way to point to the expertise that your company brings to the table. Sharing a white paper, video, case study or anything else that can add value in their environment. Perhaps you noticed a company like theirs recently experienced significant gains from working with yours – this is an excellent opportunity to show them what they might be missing.
The key to continued communication via telemarketing software is to be respectful of the prospect’s time and desires. They don’t care that you have a quota to meet. To them, it’s all about the value-add. If you can’t demonstrate that right away, it may be time for additional coaching to help you improve your approach.
Edited by Alicia Young