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Telemarketing Tips – Message and Target Market Definition



I am often asked what the most important things are when doing telemarketing and how to achieve the best results when appointment setting. I usually respond with message and target market definition.

Everyone wants to generate more sales leads when on the phone. But what makes the difference between success and failure? If we assume for a moment that the person making the calls is engaging they will be more likely to be able to build rapport. And, they must possess some passion for the services they are promoting.

In addition, there are two main factors that come into play. These are:

      1. The message that the convey
      2. The audience that they are targeting

Telemarketing techniques are, of course, key but no technique in the world will overcome a weak message and an ill-defined target market, delivered by an uninspired telemarketer.

Telemarketer training and effective telemarketing techniques are crucial. So make sure  that you empower your telemarketers with appropriate telemarketing skills before they pick up the phone. Also, ensure they are well briefed, and motivated to make calls.

If we assume that the above has been done when it comes down to the target audience definition and scoping a good call structure.

Simply, if you target the wrong sector, where you may have no strength or experience, you will struggle. Equally, if you don’t know who makes the buying decisions, you will probably get blocked by no-name policies. You may end up bouncing around the organisation absorbing time and money until you reach the right person, if at all. Either way, you really need to know who buys your services.

Market segmentation is key to success. If it’s the FD or MD or facilities manager, try to look at who typically buys your services and start there. Build an accurate list and build your call structure around this. Remember, if you are aiming off centre, you are highly unlikely to hit the bullseye.

In terms of message, this is vital. We live in a commoditised world and your prospects may well have incumbent suppliers. If you want to generate more sales leads and make more appointments, you have to build rapport and overcome objections. However, you absolutely need a compelling message. I always stress that you need to answer two questions.

    1. Why should they see you?
    2. Why should they see you now rather than delay whenever given that they have a supplier they are happy with.

The answer lies in identifying needs based on issues or pains. If there are things that aren’t working for them, or if they have problems looming that you can resolve for them, you have a better chance. We call it pain or gain. Scour your industry and identify hot topics that could be hot buttons. Identify forthcoming legislation that you can help them handle. Show them a way of doing what they are doing now but faster or more inexpensively that drives the bottom line. If you can support this with client testimonials and case studies, all the better.

If they absolutely won’t see you now, diarise call-backs and make sure you keep up the momentum by a call back at the given time. A large proportion of new business development comes from callbacks months after the initial call.

So, if you want to deliver better telemarketing results, make sure you refine your target audience, identify the right decision-maker and work out a compelling message that will move them off their position of inertia. Sales lead generation on the phone is definitely about your people on the phone but make sure that you don’t slow down or eliminate your chances of appointment setting by poor targeting and weak call structures.


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