The only thing that kept me on the line was astonishment that someone actually was spending money to have this person read such a bad script and expecting some sort of results. I really wanted to know who the company was so I could hop on a plane, fly to wherever they were located, sneak past the receptionist filing her fingernails and throw a cream pie in the face of the CEO to try to get his attention.
The approach she was taking was just so wrong I was wishing I had recorded it so I could use it as a “what not to do example.” She started by calling me “Thomas,” something only my mother did when I was in trouble for something as a kid, so immediately I knew she had probably gotten my name from a sold list. It only got worse. She was killing the brand. I hope this doesn’t sound like your outbound call center’s telemarketing effort.
Are you “killing it” with successful telemarketing or are you “killing” your brand too?
Have a Written Strategic Plan
A 2012 SCORE study indicates that planning is one of the most important factors for using telemarketing successfully. (http://www.score.org/). Before anyone starts punching phone buttons, take a moment to put together a written strategic telemarketing plan.
Develop a Company-wide Content Strategy
- Develop a company message that is consistent in its language.
- Problem/Solution-based messages work best, not just a features and benefits pitch.
- Determine what words your prospects use to describe what you do so you can relate to them better; speak their language.
Identify Objectives
This may sound silly, but is often overlooked. What is the purpose of the call?
- Face-to-face sales appointment
- Get prospect to go to your website
- Subscribe to free newsletter
- Close a sale over the phone
Script – Consistent Message
Sometimes a script works and if it does, have one written that delivers that consistent company message. If a script is not practical, develop a “note sheet” with keywords to use and a simple checklist of items that need to be covered in the call.
Coached Rehearsal
It takes a little practice and it helps if an experienced caller “coaches” the practices.
Step-by-Step Process
Many telemarketing strategies now include a policy of not even leaving a voice mail message, but instead the caller will simply try a series of repeated calls to try to catch a live answer. Your plan should include the number of original calls to be made each day as well as a set number of follow-up calls.
Suggested Points for leaving voice messages
If your strategy must include leaving a voice mail, it is important for callers to leave a message properly and professionally.
- Identify yourself with your first and last name and the name of the company from which you are calling.
- If possible, use the name of the person you are calling in the message, but use only a title (Mr., Mrs. Dr.) and last name. You can’t assume William is called Bill, but either one used incorrectly is a turn off.
- Rather than expecting a return call, say you will call again soon, but also leave a number where you can be reached in the meantime.
- Repeat your name and telephone number clearly twice in the message. Spell your name if it is difficult.
Successful outbound calling whether it be sales or business development reps, 3rd party callers or internal telemarketers requires some focused management, but when handled properly can keep you from killing your brand… and keep the pie off your face. Want to learn more? Request a no-obligation consultation and get a free reverse sales pipeline analysis today.
