Cold Calling - How To Turn Into A Skilled Telemarketer, Make Calls Effective And Get Results

By Author: Daljeet Sidhu
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In spite of the laws restricting calls by the telemarketing service providers, cold calling is still an accepted means of generating sales leads and making a sale. It is unreal to assume your office will be thronged by clients unless you go after them to make the sale. By using cold calling effectively, you can attract many more customers and enhance your business.

Here are a few ideas that can raise the response rates of telemarketing calls:

1. Define the objective of the telemarketing call
The target of a cold call is not to sell but to simply create an opportunity for a sale. The initial conversation is about getting an appointment or getting some form of a positive response.

2. Know your target audience
Thorough market research should precede a telemarketing campaign. After defining the target audience, get details of the individual or company you will be calling. By doing your research, you can align the product or service with the prospect's requirements and make your call's relevance come through.

3. Select an opening line for the telemarketing call
Prepare an opening ...
... statement to commence the conversation. This reduces any mistakes and gets you focused. Don't begin 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.). Introduce yourself by giving your name and the organization you represent. If you do this, it would be easier to take the conversation further. Use your knowledge of their business to introduce your product or service as a viable solution for their business requirements.

Have the opening statement in your hand before making the cold call. Don't read it off a piece of paper. Just use it as a guideline.

4. Draft a script to refer to during the cold call
A script prepares the telemarketing agent for any queries or objections that may be the prospect may have. Discuss the various advantages of using a product or service. Keep a "problem-resolution" card handy. When a prospect has a question, you'll have a ready response. This tactic also projects confidence. The prospect feels she is communicating with an informed salesperson. Again, the script is for guidance only, and not for reading word for word.

5. Be specific in scheduling an appointment
Be specific when asking for an appointment. Ask "Can I meet you at 10 am tomorrow?" If it's inconvenient, the prospect will suggest another specific time and day.

6. Respect the people you talk to
In telemarketing, callers often connect to assistants of the people who make buying decisions. Treat them with respect and note down their names for future communication. Getting on their good books is a prerequisite to getting your call forwarded to the right individuals. Be polite in asking them for information or details of the person to contact.

7. Send promotional gifts - something small but memorable
Sending a unique gift is an excellent way to make your business stick in a customer's mind. When they receive a call from you, they recognize you immediately by having a recollection of the gift.

8. Make cold calls in the morning
Mornings are a good time to call decision makers as they have more time at their disposal. Catch them early in the day rather than when they're busy in meetings or other work.

9. Be consistent in following up
Studies indicate that telemarketing sees success only after the fourth or fifth follow up call. In spite of this statistic, many telemarketers throw in the towel after the second follow up. Be persistent if you want to see results.

10. It is definitely a numbers game
Probability 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 if you make enough calls, some percentage will bring success. Secret is to consistently get better 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 cold calling gets better with practice. Great 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.
About Author:
Daljeet Sidhu is at Tradeseam B2B Marketplace. Read Telemarketing Services and Telemarketing Call Center blog.