Telemarketing is a method of direct marketing in which a salesperson or a telemarketing executive (either trained in house or outsourced via a telemarketing agency) contacts prospective customers to promote the company’s products/services, establishing and encouraging the prospects interest.
The telemarketers’ goal is typically to generate new business opportunities via booking appointments with prospects that they have identified as having a need and/or interest in the company’s products/service, for which a sales representative will attend. Telemarketing is also utilised to promote upcoming events and seminars where by the salesperson can demonstrate the companies’ products/services to a room full of people as a pose to just one individual. In theory the optimisation of time through holding seminars is advantageous however this method of ‘mass selling’ requires the salesperson to be a good public speaker and to be able to keep the attention of prospects in a less personal environment.
Market research campaigns can be successfully undertaken through a telemarketing approach. The telemarketer would contact prospective, lapsed and existing clients asking a series of questions which would be analysed at the end of the campaign to provide information about customers, competitors, and the market. The aim of market research is to discover what people want, need, or believe. Once that research is complete it can be used to determine how to market your specific product/service.
80% of communication is visual so as a telemarketer you need to embrace psychological techniques and understandings to keep the interest of the prospect. There are several communication techniques such as DISC personality profiling. By identifying the personality and mind set of the prospect you can talk to the prospect on their level and create rapport. It also helps to build rapport by mimicking the prospects tonality and speed of speech.
Rapport is one of the most important characteristics of unconscious human interaction. It is about being on the same wavelength as the person you are talking to. People are much more likely to buy from someone they like. Most prospects want to be helpful, polite and friendly. You can create that mood by showing interest in the client as a person by simply asking questions about him or her as an individual.
After building rapport with a prospect and hence obtaining their attention it is important for the telemarketer to ask open questions whereby they are encouraging the prospect to communicate. Identifying current pains and future goals with provide the salesperson with the opportunity to outline how they can provide a solution. This is all part of the telemarketing turning a prospect into a qualified lead.
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