Business Success Center

Fearing Phone Campaigns?

If you are ever at a loss for words when you are among a group of people, bring up the subject of telemarketing. Everyone has a story. In fact, until the introduction of the Do-Not-Call List, telemarketing was like a side dish at the family dinner table. Now, telemarketing calls are most often received in the workplace, as business-to-business telemarketing is still going strong. But these short calls are one of the most dreaded activities in today’s workplace – but what if you had to be the one making the calls?

While most agree that phone campaigns are often the best way to efficiently touch far away markets, generate qualified leads and appointments, and ultimately increase sales…no one seems comforted by this. Business-to-business calls are still painful. But there is hope! There are many ways to make these telemarketing campaigns more effective and more pleasant.

First, take advantage of the many great resources available regarding phone effectiveness, such as Bill Good’s book, Prospecting Your Way to Sales Success. He points out that all to often, we make the common mistake of wasting our phone time with folks who are either not interested or are not qualified to make the decision you are seeking. It’s easy to get frustrated and feel the sharp sting of rejection. Avoid this by developing specific questions (prior to making calls) that will determine if the person on the other end is both interested and able. And, remember if they are not interested, there are many fish in the sea…move on!

Second, a solid script must be prepared before beginning any business-to-business phone campaign. People tend to think that unscripted calls will sound more natural. In some ways, they do: unscripted calls show our natural fear of solicitation and our natural tendency to do poorly when unprepared. Phone calls need to be looked at like a presentation. Only with preparation and practice will you feel comfortable and confident. Scripts will put you at ease and ensure that your communication is effective.

Third, remember the other person. Your job is to qualify, determine interest, then to talk with the prospect…not at them! You’ve got to get customers involved in order to be effective. For example, you might ask them a simple question (i.e., have you heard of my company?) to get them involved. Once you’ve got them thinking about what you are saying and they respond, you’ve started a conversation! This is the first step in obtaining a new customer!

Keep in mind that even with a great script that involves the customers, if you lack a knowledge base about your company/product/services/or processes, you might as well put the phone down! Also, know that on the phone your tone and attitude comes through loud and clear. If you are not excited and enthusiastic about what you’re doing, why would anybody else be? Smiling will greatly increase your effectiveness and increase your face value!

Ever heard the term “cold calls?” It refers to the scary concept of having to talk with someone you’ve never met…and often someone that doesn’t care. But, business-to-business telemarketing calls do not have to be scary. With preparation, practice, and perseverance, these calls can be made much warmer. The next time your conversation turns to stories of telemarketing annoyances, listen and learn…you may hear exactly why they failed and exactly what you need to do to succeed.

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