Businesses use telemarketing as an effective way to generate leads, increase sales, and build relationships with customers. However, finding good callers that represent the brand and the business appropriately isn’t easy. Good telemarketers are in short supply.
That’s possibly because becoming a successful telemarketer takes time, effort, and practice, and no shortage of determination. Some time ago, I wrote an article entitled ‘Are Telemarketers Born or Made?’ It was a serious question since some skills are intuitive and some are learned, and yet more are earned through hard graft.
So, in order for businesses to fast-track telemarketers, as far as possible, to success, below are my first five things a new telemarketer needs to do to become effective quickly:
Set Clear Goals:
If you have no clarity of objective, it’s hard to see how you’ll deliver on the company’s sales targets. Measurement is essential. The best salespeople know their targets and organise their level of activity to hit them.
According to a study published in the Journal of Applied Psychology, individuals who set specific, challenging goals perform better than those who set vague or easy goals. The study also found that goal-oriented people performed on average 16.7% better than those that don’t set goals. Setting goals can help you stay focused and motivated, increasing your chances of success.
Of course, most targets are set by the company. However, even if that’s not the case, you still need them. So, make sure that you focus on the key inputs. That means the number of dials, dials per hour, decision-maker conversations, and number of desired outcomes. Your ratios are your friend when it comes to successful outbound calling. .
Research your Prospects:
Targeting, and audience definition, can make or break a campaign. You need a good, accurate list or you’ll fail to meet your targets.
A study by B2B Marketing Zone found that 61% of B2B marketers send personalised content based on their prospect’s behaviour and interests. By researching your prospects, you can tailor your pitch to their needs, making it more relevant and effective.
Prepare a Solid Script or Call Structure
Whilst I am no fan of overly formulaic, scripted calls, according to a study by Velocify, having a script can increase call volume by 26%. This means that having a foundation for your call can help you make more calls and improve your chances of success. Your call structure should include a strong opening statement, a brief introduction, the purpose of your call, and a call-to-action.
It’s important that this does not sound contrived. And, you must avoid tired old telemarketing intros that immediately flag you as an annoying cold-caller.
Practise your Approach:
According to a study by Gong.io, the average talk-to-listen ratio of successful sales calls is 46:54. That’s in those scenarios where the caller does a good job. Sadly, I’ve heard calls where it’s 90:10. Such a call is doomed to failure.
This means that successful telemarketers need to listen more than they talk. That also means they need to get good at asking great questions that encourage the prospect to talk. By practising listening and questioning skills, you will become more confident, concise, and engaging, making it easier for you to listen and respond to your prospects’ needs.
Following up effectively is a crucial determinant of success. It’s an area that lets down many poor telemarketers.
According to a study by Marketing Donut, 80% of sales require five follow-up calls after the initial meeting. That’s in addition to the multiple calls, and other marketing stimuli, that succeed in getting the horse to water in the first place.
Following up with your prospects can help you build rapport, establish trust, and increase your chances of closing the sale. Your follow-up strategy should include a schedule, a clear purpose, and a call-to-action.
Sadly, success for a telemarketer can partly be a numbers game. Without making enough calls, there will be little chance of achieving a positive outcome. Yet, no amount of activity will work if the other factors above aren’t in place.
By following these five steps, you can become an effective telemarketer quickly. You’ll also more likely enjoy your role more. Remember that success takes time, so be patient, persistent, and open to learning and improving your skills. With dedication and practice, you can achieve your goals and build a successful career in telemarketing.