To help you create an effective telemarketing campaign for your business. Start with your business goals, target audience, and offer, then go on to creative development, budget, metrics, and fulfilment.
Have a Plan
Knowing the objectives before you start any of your marketing campaigns is very important. It is true for telemarketing campaigns as well.
If your objective is to collect email addresses, you can get it from the first point of contact itself (from whoever answers the phone). If it’s to talk to a decision maker, then you are going to need a way of convincing the first point of contact to put you through. So having a clear objective can make the difference in approach too.
Have a Script
Once the object is set, create a script that suits your approach to achieve that object.
For example, if you want a few specific e-mail addresses—the script might be:
“Hi, my name’s Sally. I’m calling from logo design company XYZ. I’d like to send your marketing manager an introductory e-mail about our services. Could you tell me the name and e-mail address please?”
Your script is your guide. It tells you how to conduct the first part of the call. It may not be perfect. But be flexible and work on the script if needed. Try to vary the wordings from script naturally from call to call to find which is a more appealing way of presenting yourself to the customers. In case you are stuck, the script is there with you as a reminder.
Speak Slowly and Clearly
It is quite normal to be nervous when you make your first cold call. But if your nervousness is reflected on the other end, it may have a negative impact. You may go out of the lines with the script if you are afraid.
Dropping your arms to your sides when you get through can create pressure on the diaphragm and help you slow down. With a more natural speed, you’ll sound more sincere. Sincerity works well in conducting business. And it feels good, too. Also make sure you dont over rehearse the script and sound like a robot.
Be Prepared to Have a Conversation
Being prepared for a conversation can help you in telemarketing because 99 out of 100 who are interested may have questions for you. Telemarketing is not a “make a call, get an answer, hang up” proposition, it would be a much faster form of marketing than it actually is.
Be Prepared to be Told “No” or “No, Thank you”
Sometimes customers behave rudely. Do not take it personally and don’t let it upset you. Sometimes a no is really a no. Think about a shoe that doesn’t fit your foot ! You won’t say yes to that all the time, do you? Let it go and move on to the next.
Handling the Gatekeeper
Company receptionists are often taught to avoid putting calls through to managers or directors. They’re also often taught to refuse to give out information over the phone.
If you find yourself stuck at the gatekeeper (that first point of contact) and have tried a few times, then you can try to get around them. Here are two strategies for this:
Call before the company is officially open or half an hour after it officially closes. Many receptionists only keep the official working hours of the company, but many managers and staff work earlier and later than these hours.
Ask for somebody who’s lower down in the corporate food chain. One strategy that worked really well was calling a company and asking to speak to somebody on their helpdesk. Helpdesk staff aren’t trained to keep gates closed, and they’re often only too happy to be helpful – it’s in their job description after all.
Always End a Call Politely
Always thank the person, whether you get what you want or not at the end of a call for his time. Remember , You will be remembered if you are not polite! You’re only as good as your last call, and first impressions last. Make sure you are polite throughout the entire call too because most of the time you don’t get the chance to thank them.
Always Take Action on Your Calls
If you are promising to send a document – send it. Ideally, send it right there and then. Never leave it longer than the end of the working day—the sundown rule. If you waste somebody’s time or leave them dangling, waiting for undelivered promises, they won’t be likely to buy your services in the future. And they can tell others about you.
Practice Makes Perfect
It may take some time from your first call to be comfortable with telemarketing. Remember that the worst thing that can happen is that someone will say “no”, which leaves you no worse off than you were before you made the call.
Obey the Law
Most countries have no laws governing telemarketing to businesses. However, before you start telemarketing, check with your legal representative to ensure that’s the case where you live.
You need to be particularly careful if your clients are small home-based businesses; telemarketing to consumers (which is how this could be interpreted) is governed by strict rules in many parts of the world. Ignoring this can burn a telemarketer—there may be legal repercussions.
By now you would have understood how to plan a telemarketing campaign ,if you need to know the advantages of telemarketing read it here.