I have heard the same story a million times;
“We have tried telemarketing and it was a complete waste of time”
“All of the meetings were a waste of time, and did not present good value for the investment we made”
All of these experiences could have been avoided if the telemarketing company had taken the time to understand two vital things:
1.What motivates our clients to buy
2.What criteria do our meetings need to fulfill to be successful
Lets look at these in greater detail:
What motivates our clients to buy?
If you don’t already know the answer to this question, it is something that you should find out quickly, basically because it is your reason for succeeding so far. The easiest way to do this is to select your top five clients, call them and ask them why they buy from you, why they continue to use you. Is it perceived value, is it quality or is it because you’re a nice guy? Write down everything they say and tell your telemarketing partner.
What criteria do our leads or meetings need to fulfill to be successful?
Things to think about here would be:
• Who is the correct contact within our prospects business?
• How much investment is required?
• What is the length of the sales cycle?
• What motivates our clients to buy?
• Are there any similarities between our highest spending clients?
• How many meetings do I need to generate a significant return?
This process should give you all of the information that you will need to make your telemarketing campaign successful. At Telemarketing Matters we use this information to put together what we call a “Call Structure”. This is NOT A SCRIPT. Use of a script is an instant turn off to prospects. A call structure is a list of the questions that you need to work into a conversation to illicit the information that you need. A good telemarketer will not need a script (If your telemarketing partner uses the word script Run!) because they will be able to naturally work these questions into any meaningful conversation that they have.
Give this process a try and if done correctly… your results will improve!
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What makes a good lead or meeting?
23 May 2013
What makes a good lead or meeting? It's a good question, and one that is the absolute foundation of any good telemarketing campaign, says Ian Titchener, Director of Telemarketing Matters.