Telemarketing - How To Boost Cold Calling Expertise, Make Calls Effective And Get Results

In spite of the laws restricting calls by the telemarketing industry, cold calling is still one of the best ways of generating sales leads and making a sale. It is unreasonable to assume your office will be inundated by buyers unless you go after them to make the sale. By using cold calling effectively, you can attract more customers and improve your business.

Here are some suggestions that can increase the response rates of cold calls:

1. Define the objective of the telemarketing call

The purpose of a telemarketer's first call is not to sell but to simply create an opportunity for a sale. The first conversation is about setting up a meeting or getting some form of an encouraging response.

2. Know your target audience

Good market research should precede a telemarketing campaign. After defining the target audience, get details of the individual or company you will be contacting. By doing your research, you can align the product or service with the prospect's needs and improve the relevance of your call.

3. Select an opening statement for the telemarketing call

Prepare an opening line to begin the conversation. This avoids any mistakes and gets the telemarketer focused. Don't open with "Can we talk now?" or "How are you this morning?" These statements give prospects the option to excuse themselves and hang up. 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. From here it would be easier to move into a dialogue. Use the information you collected on their business to introduce your service or product as a viable solution for their business needs.

Have the opening statement in your hand before making the cold call. Don't read it word for word. Just use it as a reference.

4. Put together a script to refer to during the sales call

A script prepares the telemarketer for any queries or concerns that may be the prospect may have. Lay out the various advantages of using a product or service. Keep a "problem-resolution" card handy. For every question the prospect may ask, you'll have a ready answer. This strategy also projects confidence. The prospect feels she is talking to a well informed salesperson. Again, the script is for guidance only, and not for reading verbatim.

5. Be precise in suggesting a time for an appointment

Be precise when asking for a meeting. Ask "Can I meet you at 10 am tomorrow?" If it's not a good time, the prospect will suggest an alternative but specific time and day.

6. Be polite to every person you talk to

In telemarketing, callers often connect to secretaries of the decision makers. Be courteous and note down their names for future communication. Winning their approval is critical to getting your call forwarded to the right person. They will give you the information and details you want when you ask them politely.

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 early in the day

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 swamped by meetings or other work.

9. Be consistent in following up

Majority of the telemarketing calls show successful results only after the fourth or fifth conversation. In spite of this statistic, some telemarketers give up after the second follow up. Be persistent if you want to see results.

10. It is definitely a numbers game

Chance 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 make enough calls and some percentage will bring you success. Key is to consistently improve so that you can sell more with lesser number of calls. This is bound to happen if you keep dialing the prospects and not get dejected by negative responses.

Cold calling is a skill that needs practice. Great telemarketers have handled thousands of calls and a experience of handling varied set of customer responses. The key is to keep practicing and soon you will become a successful salesperson.