There are eight parts of a telemarketing call, which can be refined and will lead to a higher degree of success:
- The caller must introduce himself and your company. This is a must because this creates the first impression in the mind of the prospect. Done correctly, this leads to credibility.
“Hello, Mr./Mrs./Ms. (name), my name is Mark Benson from the Brooks Company…”
- An engaging lead-in statement will get the prospect’s attention. The focus here is on the telemarketer and not the company or product.
“We’re excited about an announcement that our president made today…”
“I don’t know if you saw our special offer in the newspaper today…”
- A focus shift takes place next from the telemarketer to the product or service. This is a benefit-oriented section where the telemarketer tells the prospect what’s in it for them.
“We have a product (service) that we think will benefit your life…”
“We have had a tremendous amount of success with our new and improved…”
- The telemarketer wants to gain information at this point and the probing begins. There are two types of questions, which are used — open-ended and closed-ended. The open-ended question allows the prospect to give as much information as they want. The closed-ended questions can be answered in one or two words.
“Tell me about your automobile? What kinds of problems have you had with it? (Open-Ended)”
“What make of automobile do you own? What year is it? (Closed-Ended)”
- In order to clarify the responses, the telemarketer will rephrase the answer given to him by the prospect to understand the statement of need.
“Now you said that while you’re somewhat satisfied with the way your car handles, you feel the gas mileage could be a little better?”
“Tell me again how you felt when you heard that your insurance program was going to change…”
- The telemarketer is now ready to present the features of his offer together with the benefits to the prospect.
“Mrs. Brown, using our new gum-out product, you won’t only increase the gas mileage on your car, but you will see an overall improvement in the performance as well…”
“People who have bought our new policy feel they have increased protection at a fraction of what their old costs were…”
- There are bound to be objections and the best way of handling them is to determine the “whats” and “whys” of the objections.
“Now let’s see. You did say that you were unhappy with your gas mileage…”
“OK, you think that the price is not commensurate to what you’d be getting?”
- The summation and end or closing are the final parts of the telemarketer’s call. Telemarketing experts agree that a close should never be attempted if there is an objection, which has not been reconciled. There are three types of closings:
- The direct close — this is best used if the prospect has been responding positively throughout the call.
“May I take your order?”
- The assumed close — the prospect asks if the product comes in quart sizes.
“Yes we do have it in quart sizes, where would you like me to deliver it?”
- If the client has not yet made up his mind, the telemarketer will use a “contained choice” close.
“If we can have it delivered by 10:00 AM, will there be someone there to receive it?”