| 1. Define your ideal prospect profile: | | | | consistent period of time in order to be effective. |
| Telemarketing can prove to be an incredibly | | | | It is really important that you set aside a |
| effective new business builder for any Company. | | | | dedicated time slot to do the calls free from |
| However, before you go and grab the nearest | | | | distractions. Even if this is an hour a day |
| telephone your first and most important task | | | | consistency is key in avoiding the boom or bust |
| should be to have a good long hard think about | | | | scenario. Little and often is infinitely better than a |
| what your ideal prospect profile looks like. Here | | | | massive prospecting blitz followed by a famine. |
| are some questions which you need to consider: | | | | Tell everyone that you are not to be disturbed |
| - Geographically, where do you want your | | | | during your calling sessions and protect your |
| prospects to be located? You can break this | | | | prospecting time by blocking it off in your diary in |
| down into Counties, Towns and Postcodes. | | | | the same way you would if you had a meeting |
| - Are you looking for Companies that only do | | | | booked. Prospecting is often the activity that |
| business with other Companies (B2B) or | | | | takes a back seat when businesses get busy but |
| Companies that only do business with consumers | | | | it is actually one of the key activities that will |
| (B2C) or both? | | | | ensure a healthy pipeline of sales leads and |
| - What is the most common job title (s) or role | | | | opportunities to keep you busy!- so give it the |
| (s) of the people that make buying decisions for | | | | respect, priority and time it deserves. |
| your particular product or service? | | | | 7. Create the right mental environment for your |
| - What types of Companies in terms of industry | | | | calling session- take the pressure off yourself. |
| sectors do you want to target? You may know | | | | Approach your calls with the mindset that you |
| for example specific SIC codes to narrow your | | | | are on a fact finding mission. Your job is to simply |
| profile. | | | | find out whether what you have to offer is a |
| - How many employees would your ideal prospect | | | | potential fit with the person you are speaking |
| Company have? | | | | with. If it is then great, you can both agree your |
| - What turnover band ideally would they fall into? | | | | next steps. If you don't have a fit then no |
| There are of course many other "filters" that you | | | | problem, from a fact finding point of view you've |
| can apply to your ideal prospect profile but these | | | | uncovered the true situation with your prospect- |
| are a very good start point. Don't be in a hurry to | | | | namely that what you have to offer isn't |
| skip your brainstorm session on the above. | | | | something on their agenda right now. "Speaking |
| Knowing exactly who you want to make contact | | | | with", is the key here. It's about having a natural |
| with on the phone is crucial to the success of | | | | conversation with people. Business people have |
| your campaign. Any shortcuts here will come | | | | grown very tired of salespeople calling with the |
| back and bite you- you have been warned! | | | | stereotypical sales "pitch". They will often switch |
| 2. Source your data from specialist providers to | | | | off the moment a caller identifies themselves by |
| ensure quality of contacts and compliance with | | | | their introduction, the tone of their voice, the |
| telemarketing legislation. | | | | words they use etc that they are in selling mode. |
| The CTPS (Corporate Telephone Preference | | | | The call then becomes a battle of wills- the |
| Service) is the register which holds information on | | | | salesperson wants to sell at all costs, and the |
| all Companies who have expressed their wish not | | | | person being called puts up whether consciously |
| to receive telephone marketing calls. The TPS ( | | | | or not a whole range of barriers to stop the |
| Telephone Preference Service is the consumer | | | | "pitch" in its tracks. This type of approach is very |
| equivalent ) You must ensure that all the | | | | wearing for both the people receiving the calls and |
| telephone numbers you are calling throughout | | | | of course the person making them. That's why in |
| your campaign are not listed on the CTPS/TPS or | | | | large call centre environments where standard |
| you run the risk of a hefty £5,000 fine. Do not | | | | sales type approaches are often used there is |
| be tempted to call from ad hoc sources of | | | | such a high staff churn rate. Take your focus off |
| telephone numbers where the numbers have not | | | | of selling and place it on information gathering and |
| been pre screened. Apart from contravening the | | | | you'll find that your calls are easier to make and |
| CTPS/TPS you may also run into problems from | | | | much better received by your prospects. |
| publishers who rightly protect their data and have | | | | Adopting this approach also eliminates perceived |
| notices clearly printed both on and offline stating | | | | rejection on the part of the person making the |
| that is a breach of copyright to use their | | | | calls. If your objective is to fact find, and you find |
| publications as a source of telemarketing data. | | | | out that what you have to offer is not right for |
| The solution is simple- you source your data from | | | | your prospect then you haven't been rejected |
| a reputable data provider who ensures that all | | | | you've actually moved forward and learned |
| your numbers are pre screened against the CTPS | | | | something about that Company you didn't know. |
| TPS. | | | | Relax with your calls and this relaxed non |
| They can also advise you on your ongoing | | | | pressured approach will pay dividends. |
| obligations in relation to data hygiene. Many data | | | | 8. Create a call plan but not a script. |
| providers also provide a service where they will | | | | We've just established that the best approach is |
| check your own data against the relevant | | | | natural, conversational, non aggressive, non |
| registers and report back with any numbers that | | | | confrontational and delivered with the intention of |
| are not clear to call. An enquiry with any of the | | | | focusing on your prospects situation and fact |
| main search engines quoting B2B Marketing Data | | | | finding to uncover whether your two companies |
| will give you plenty of choice. A good start point | | | | have a fit or not. This simply cannot be the case |
| is marketingfile(dot)com. They hold a vast range | | | | if you are using a pre determined rigid pitch. How |
| of business to business and business to consumer | | | | do you know where the conversation is going to |
| data which you can access via their website. If | | | | go if you've not had it yet? It's not about |
| you are outsourcing your telemarketing activity | | | | controlling prospects with a pitch. "Hello my name |
| and would prefer not to have to source your | | | | is, I'm from, we are fantastic...etc" They will see |
| own data speak with your preferred | | | | through your pitch in 5 seconds and spend the |
| telemarketing provider as they will usually offer a | | | | rest of the call putting up the barriers. Of course |
| data procurement and management service as | | | | have a plan for how you are going to start the |
| part of what they do. Data is usually provided in | | | | call, a good one being once you are through |
| Excel spreadsheet format. | | | | asking the person if it is a convenient time to talk. |
| 3. Consider an e shot or mail out before making | | | | You would be amazed at how many sales people |
| your calls. | | | | simply assume that the person they've called can |
| To help increase positive responses to your calls | | | | give them their undivided attention just because |
| you may wish to consider sending an e mail | | | | they have decided to call them at that very |
| beforehand (2 days before is a good guide) to all | | | | moment. They could be doing 1000 different |
| the contacts on your list outlining the key | | | | things when you call so this simple technique can |
| features and benefits of what you have to offer. | | | | set you aside from the vast majority of sales |
| Again, there are specialist e broadcast suppliers | | | | people. Once through and you've established that |
| who will help you to make sure the content and | | | | your prospect can talk think of a question that |
| format of your e mail is spot on and will also be | | | | focuses on their situation and not on features of |
| able to give you very valuable feedback in terms | | | | your Company's product or service. |
| of who has opened your e mail and who has then | | | | An example would be" I was calling to ask |
| gone on the click through to your website for | | | | whether from your point of view issues around |
| example. This kind of insight can be invaluable | | | | XYZ are currently on your agenda/is something |
| when you are making your telemarketing calls. An | | | | you are looking at and if they are/it is whether |
| e broadcast should not be sent using your usual e | | | | you'd like to discuss how we may be able to help" |
| mail client so seek the right kind of professional | | | | Think of as many different ways as you can to |
| advice and assistance for maximum effect. | | | | open your call with a non threatening question |
| Alternatively consider sending out a hard copy | | | | that puts the spotlight firmly on your prospects |
| letter to your intended contacts perhaps including | | | | situation and not yours and you'll find people are |
| a brochure. The fact that your contact has seen | | | | generally open to speaking with you, and if what |
| and read something from your Company a few | | | | you have is not a fit for them right now they will |
| days before your call can make all the difference | | | | have appreciated the tone of your approach. |
| in getting through to people and being able to | | | | After the initial opening question have a plan as to |
| engage them in a meaningful productive | | | | the information you need to uncover to see |
| conversation. | | | | whether you can help your prospect or not and in |
| 4. Be clear about your objective for the call | | | | a conversational way ask questions to uncover |
| This may seem obvious but there can be many | | | | the information. A natural progression of this kind |
| objectives for a telemarketing call. The call could | | | | of approach is that there will be a time on the call |
| be with the objective of generating a qualified lead | | | | when it simply makes sense to both of you to |
| where a prospect has expressed an initial interest | | | | agree your next step- it will happen naturally and |
| in what you have to offer and is happy to move | | | | not because you have "sold it to them". |
| to a next step with you- for example to receive | | | | 9. Be yourself - you are unique |
| further information by way of e mail and then | | | | Many people when they get on the phone to do |
| has given their agreement that they are open to | | | | some prospecting feel like they have to become |
| a further call from you to answer any questions | | | | someone else. They have to become "the |
| and progress things as appropriate. Alternatively | | | | salesperson". You will have all heard people who's |
| the purpose of your call could be to actually set a | | | | voices massively change when they are speaking |
| face to face appointment with the contact to | | | | on the phone and in the world of sales particularly |
| discuss things covered on the call in more detail. | | | | the old style "pitch and close" environment those |
| Be clear at the outset what your objective is. | | | | voices tend to be falsely enthusiastic because we |
| 5. Have a system for recording the results of | | | | have all been told that enthusiasm sells. It does, |
| your calls and keeping tabs on follow up call dates. | | | | but only when conveyed in a natural way and not |
| Add to your spreadsheet columns to record | | | | as part of some alter ego. So, just be you and |
| notes on each call and dates for call backs to be | | | | don't feel pressured to be someone else. After all, |
| made. There is no point in working really hard to | | | | you are unique and your prospects will buy into |
| establish your target market, source quality data | | | | you just as much as they will your product or |
| only to then let leads slip through your fingers due | | | | service- so show them the real you not a |
| to poor systems for recording your required | | | | cardboard cut out salesperson! |
| follow up activities. Your spreadsheet is good | | | | 10. Test and Measure |
| enough to record this information in the short | | | | As with all marketing activities you must test and |
| term but if telemarketing is to become a regular | | | | measure your results. How many calls did you |
| feature of your overall marketing plan you may | | | | make? How many decision maker conversations |
| want to explore what a good Customer | | | | did you have? How many leads or appointments |
| Relationship Management (CRM) System can do | | | | did you generate from your activity? After a |
| for your business. There are many available and a | | | | while you will see your ratios starting to develop |
| search of CRM in the main search engines will give | | | | and you'll be able to pretty accurately predict that |
| you a number of alternatives. You can use your | | | | if you make x calls you'll generate y appointments |
| spreadsheet to uncover your leads and | | | | or leads. Experiment with your calls, try different |
| appointments from your prospecting and then | | | | questions and approaches but above all enjoy it. |
| place those contacts in your CRM for safe | | | | No doubt about it, if you approach your calling |
| keeping, and more to the point effective follow | | | | sessions in the right way you'll produce the results |
| up! | | | | you're looking for and you'll want to make |
| 6. Create the right physical environment for your | | | | prospecting by phone a regular part of your |
| calling session. | | | | business development plan. |
| Prospecting by telephone requires focus over a | | | | I wish you massive success. |