When assessing whether telemarketing is right for your business, it is critical to separate fact from fiction. Unfortunately, there is enough fiction floating around to fill a novel.
Though we can’t dispel every falsehood out there, we would like to clear up one of the most common misconceptions about effective telemarketing practices. So listen up!
Myth: Always Be Closing
How do you feel when you walk into a clothing or electronics store and are immediately accosted – pardon us, aggressively approached, by an overzealous salesperson? How likely would you be to make a purchase if that person followed you around the store, constantly working you over?
For many people, that kind of experience would mark the last time they ever set foot in that establishment. Nevertheless, telemarketers often take a similar sales approach, focusing too much on closing and not enough on what the call feels like for the potential customer on the other end of the line. Of course, we are not suggesting that telemarketers forget about sales and schmooze endlessly. The objective is always to make the sale, but generally speaking, people do not like to be pushed to spend money. Conversely, they want to feel understood and hear their options.
Fact: The Right Technology Can Do Wonders
The right telemarketing software can help your business avoid the pitfalls of pushiness by giving your agents a clear understanding of your campaign script. Call scripting not only helps your agents convey the message you want, it also helps foster brand consistency. Additionally, with customer information easily accessible, your agents will have a more complete picture of the person on the other end of the call.
Technology can provide a host of other benefits as well, including: increased productivity and contact ratios through automatic dialing; maximization of call efficiency; and agent performance tracking for employee accountability.
Telemarketing is not, as some would have you believe, simply a numbers game. Making effective calls – not simply more calls – should be your company’s objective.
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