When conducting outbound calls, your telemarketing pitch is your most valuable resource, thus it’s critical to nail it.
The perfect pitch doesn’t just fall into your lap or glide off your tongue the first time you make a call; it usually requires a lot of tweaking and improvements based on feedback and how far you get on your calls.
We wanted to showcase three sure-fire strategies to make your telemarketing or telesales pitch more attractive to your prospects to aid you along the way and avoid some of the learning curve.
1 – Focus on their business, not yours.
Focusing too much on your business is one of the worst blunders you can make with your telemarketing presentation.
Is it really important for a prospect to know how long you’ve been in business when you call them out of the blue? Or how many awards have you received? No.
Rather than concentrating on your own business, you should initially concentrate on theirs. This entails learning about your prospects’ businesses, their problems, and how you can help them.
Here’s an example of a lead generation campaign for InXpress franchisees, a global shopping and courier service. Talking about InXpress’ experience and where they ship to isn’t going to bring us any results when reaching out to their target population, who more than likely already have a shipping/courier solution in place.
Instead, it’s significantly more beneficial to ask your prospects about their present shipping solutions.
For example, asking:
- “How do you currently send out orders and packages?”
- “On average, how many parcels do you send per day?”
- “Have you been with your present courier service for a long time?”
- “”If you could change one thing about your present courier, what would it be?”
- “Do you only ship out little orders or do you also handle freight?”
Asking questions like these will not only assist you in acquiring market intelligence, but will also assist you in determining the best strategy to take with your prospects.
One prospect may discover that their present courier is overcharging them and is looking for a cheaper option. As a result, you’ll concentrate on how much money they could save if they switched to you. Another possibility may claim that their courier only handles domestic shipments, but that they want to expand internationally. As a result, you’ll concentrate on all of the countries to which you ship.
This quick fact-gathering activity, in which you concentrate on your client’s business rather than your own, gives you the resources to customise your presentation to the specific pain areas of each prospect. It also demonstrates that you care about solving a problem and improving a customer’s experience, rather than just making another sale.
2 – Objection Handling
We know a thing or two about overcoming objections as a telemarketing company in an ever-growing digital age.
When you pitch to your prospects, it’s uncommon that they’ll adore your pitch and have no questions or worries to throw your way (if this happens frequently, thanks, and what are you doing reading this article?).
On practically every call, you’ll encounter some form of objection; a doubt or reason that the prospect may have that they might use to get you off the phone. But it’s not the end of the world; all you have to do now is prepare for some of the most typical objections you’ll encounter and know just how to respond.
Don’t flog a dead horse…
Don’t just keep reiterating the same element of your pitch in the hopes that the prospect will say something different when dealing with an objection. You must pay attention to what the prospect is saying and pique their interest with something they will not complain to.
To put it another way, you don’t want to be doing the following:
Prospect: “We already have a shipping and courier partner, and the price we pay is satisfactory.”
You: “Well, if you switch to us, we can beat their price!”
In this case, you haven’t responded to what the prospect has said and are attempting to build traction in an area that they have stated isn’t a concern of theirs.
Finding their pain points
Instead, after they’ve made their initial complaint, recognise what they’ve stated, and then go deeper to find out what their true pain areas are.
You: “OK, so I understand you’re OK with the current amount you’re paying; is there anything else about the service you’re getting that you’d change?”
This offers the prospect a chance to consider whether there is anything that needs to be improved. Although not everyone will be forthcoming with this information, in the best-case situation, they might say:
Prospect: “It’s true that delivery times aren’t always precise. We’ve had a few clients tell us that their packages came a few days late, which is inconvenient.”
So, now that you’ve demonstrated that you listened to and comprehended what they said, and you’ve discovered a new problem area to focus on, the next step is to empathise with their situation. This is when you demonstrate that you understand their frustration and the issues it can bring, and then offer a solution.
You: “I can imagine that’s aggravating, especially when the brunt of the blame falls on you rather than the courier.” Our promised delivery timeframes are something that we take great pride in. You can pick between multiple delivery levels, such as same-day delivery or 24-hour tracked delivery, to ensure that your clients receive their products on time or ahead of schedule. I realise you also stated that you are satisfied with your current price, but if we could provide you with a higher quality of service at a lower price, would that be something you would be interested in?”
You’ve demonstrated your comprehension and empathy for the prospect’s predicament, then offered a solution to their problem by describing your service. Returning to the prospect’s initial objection and spinning it in a way that will likely pique their interest at this point in the conversation is also a good way to add a little more value to your proposition – after all, who in their right mind would refuse to save money if it means getting better service?
This is only one example of how to respond to a specific objection, but spend some time experimenting to see what frequent objections your prospects make and which rebuttals work best for them.
3 – Ditch the stiff script
Should you employ telemarketing scripts or not has long been a point of contention.
While scripts are useful for training, having a script that defines exactly what you should say is no longer recommended, as it limits your flexibility to adapt your pitch over the phone.
Your tone and demeanour must be compelling in order for your pitch to be effective. If you’re strictly following a script, it’ll show in the tone of your voice, which will affect the relationship you develop over the phone.
Get rid of the script if you don’t want this to happen.
Instead, keep a list of questions to ask, obstacles to anticipate, and unique selling propositions to share with the prospect in front of you.
Telemarketing in the modern day is all about establishing genuine dialogues with your prospects that you can tweak and adapt to their specific requirements and problems.
Each interaction should be unique, which is why going script-free allows you to tailor your pitch to different prospects.
By reading this now you might have got an idea about how to pitch, there are things to avoid in telemarketing read it here.