Old but expensive. This is called telemarketing. If you don’t see the beauty that radiates in your marketing and sales activities, you’re definitely missing something!
You may not be a few years old or even born at the beginning of telemarketing, but that doesn’t mean it’s old. In fact, about 60% of the marketing managers of Fortune 500 companies have revealed that telemarketing is very effective in lead generation and customer outreach.
Those who say telemarketing doesn’t work can run their campaigns with the 90’s approach. Well, it won’t actually work in this modern time. That’s why you need to grow your telemarketing game and come up with new strategies to keep up with the ever-changing market environment and consumer behavior.
Now, let’s take a look at these new telemarketing strategies that you can use to start a successful telemarketing campaign.
Use a good icebreaker
One of the challenges for telemarketers is to make the prospects feel comfortable talking about themselves and their pain. Some are hesitant to share valuable information, especially during the first meeting. That’s why it’s important to build relationships while making calls, and an effective way to start a great conversation is through icebreakers.
Break the tension with these icebreakers:
- Offer a compliment – be able to pick up the call quickly, such as a promotion or a general observation about your potential recent accomplishments.
- Specify a current event / holiday – There may be an upcoming holiday or recent event / news in your potential area, but be careful because not everyone celebrates the same holiday
- Find a common ground – something similar to you, such as a hobby, a city, or a school, may arouse interest in your prospects and make them more interested in talking.
- Showcase your knowledge of a prospect – it could be an event they are preparing for or any interesting and relevant information you have discovered from your small research
Note that this should come out naturally in the conversation. Also learn to personalize your icebreakers and avoid using the same ones for multiple clients.
Talk less, listen more
You have two ears and one mouth for a reason and that is that you talk less and listen more to your potential. You may want to talk about your product / service, but there is a right time. In fact, you will be more successful at converting leads if you talk to them about their company, their goals, and the problems they are facing.
Conversational focus on your potential is how you can gain exclusive information about them and better understand their needs or wants. So, when you create your pitch, you can address relevant issues, needs and goals. And this way you can increase their chances of successfully turning them into customers.
Research outside of demographic data
Calling your potential without knowing anything about them is like going to the battlefield without any weapons. So, if you want to make a successful call, you have to spend time and effort researching your leads and go beyond knowing their basic information like name and job title.
You can broaden your research with pharmacographic data, which companies and what they do, and technical data that software and technology companies use and represent their purpose. Having this kind of information helps your telemarketing team prioritize the right prospects and create more productive conversations, which ultimately leads your telemarketing campaign toward higher sales conversions.
Winning the hearts of customers is the ultimate goal of your telemarketing campaign and the best way to achieve this is to help your customers travel.
When dealing with leads, you will go through several calls before you actually close the deal. In these instances, you should help your prospects identify their pain points, understand their needs, and identify appropriate solutions or actions. If you think too much about selling your product / service every time you contact your prospect, they may feel overwhelmed and eventually upset. And you don’t want that for your business. So, keep helping your potential because that’s how you can add value. Then, sell when they are already ready for sale.
Integrate artificial intelligence
You can’t just have the right people in your telemarketing campaign. To maximize their productivity and efficiency you need to be with them with the right tools and software. That’s why you need to provide them with the best working environment and integrate artificial intelligence into your activities.
You may ask, how can AI make a difference?
With the growth of data you have to deal with, AI can give you a competitive advantage as AI:
- Search mountain range data and pre-qualify, pick and deliver to agents
- Analyze the potential in the pipeline and identify the contracts with the highest probability of closure
- Collect customer data and update records for Customer Relationship Management (CRM)
- Gain insight into sales calls, their interest in offers, and potential time to customer behavior
So, go get moving! Integrate artificial intelligence as quickly as possible and give your prospects a superior customer experience
Create multiple contact points
There is this famous saying, “No man is an island,” and ironically, this also applies to marketing. With the availability of several communication channels today, one channel alone will not effectively capture your subscribers. Your potential clients expect to reach you in multiple touchpoints, so telemarketing needs to keep up with other channels like mobile, web, email and social to get your message across to your potential.
Create a multi-channel marketing program to deliver an immersive experience that can grab the attention of your prospects and stimulate their interest in your proposal. It will also help you gain valuable insights into your potential behaviors, then use them to change your approach and modify your pitch according to their needs and wants.
As the world continues to evolve, so does telemarketing, which means you should too. You can’t expect telemarketing to work if you don’t update your strategies. You need to be constantly on the lookout for changes and be proactive in adapting to them. As long as you have the right strategies, techniques, tools and people in your telemarketing campaign, you will be successful. If you are building your campaign right now, read the strategies above to increase the parity of your game.