lead generation source, lead flow, leads generating

In spite of the legal regulations governing calls by the telemarketing service providers, cold calling is still a popular means of generating sales leads and increasing revenue. It is unreasonable to assume your office will be thronged by buyers unless you take the initiative to make contact. By using cold calling effectively, you can attract many more customers and improve your business.

Here are some ideas that can boost the response rates of cold calls:

1. Define the aim of the telemarketing call

The goal of a telemarketer’s first call is not to make the sale but to simply pave the way for a sale. The initial conversation is about getting an appointment or getting some form of a positive 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 organization you will be calling. By doing your research, you can align the product or service with the prospect’s requirements and make your call’s relevance come through.

3. Select an opening statement for the telemarketing call

Prepare an opening statement to commence the conversation. This reduces any missteps and gets the telemarketer focused. Don’t begin with “Can we talk now?” or “How are you?” These statements give prospects the opportunity to excuse themselves and hang up. Your call should start with a greeting and address the person by name (preferably with a Ms. or Mr.). Follow it with an introduction - just your name and the company you represent . If you do this, it would be easier to take the conversation further. Use your knowledge of their business to introduce your service or product as a possible solution for their business requirements.

Have the opening statement in your hand before making the cold call. Don’t read it from your notes. Just use it as a reference.

4. Prepare a script to refer to during the phone call

A script prepares the telemarketing agent for any questions or concerns that may be the prospect may have. Lay out the benefits of using a product or service. Keep a “problem-resolution” card handy. When a prospect has a question, you’ll have a ready reply. This approach also projects confidence. The prospect feels she is communicating with a well informed salesperson. Again, the script is for reference only, and not for reading verbatim.

5. Be specific in suggesting a time for an appointment

Be specific when asking for an appointment. Ask “Can I meet you at 10 am tomorrow?” If it’s not a good time, the prospect will propose 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. Getting on their good side is a prerequisite to getting your call forwarded to the right individuals. They will give you the information and details you want when you ask them politely.

7. Send promotional gift items - 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 connecting your name with the gift.

8. Make telemarketing calls early in the day

Decision makers have more time and energy in the mornings. Catch them early in the day rather than when they’re busy in meetings or other work.

9. Follow up repeatedly

Studies indicate that telemarketing sees success only after the fourth or fifth follow up call. In spite of this statistic, many telemarketers throw in the towel after the second follow up. Be persistent if you want to see results.

10. It is a numbers game indeed

Probability of making a sale improves with each call. Let us be honest. Every call will not convert into a sale or an appointment. But make enough calls and some percentage will bring you success. Secret is to consistently improve so that you can sell more with lesser number of calls. This is bound to come about if you keep dialing the prospects and not get disheartened by negative responses.

The art of cold calling gets better with practice. Competent telemarketers have the experience of thousands of calls and a experience of handling diverse set of customer responses. Keep at it and soon you would start to see success.

Daljeet Sidhu. Compare Telemarketing quotes. Read Telemarketing Call Center blog.

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