We have been taught that our action speaks more than our words. Some tele-callers take this to their heart, literally speaking, and morph into cold calling monsters logging hundreds of outbound calls everyday. If actions were the only measure of success they would have been uber successful. But it is not so. In the real world we are judged by the results of our actions.
Sure they get leads – tons of leads. And more leads equals to more sales opportunities. Do the math yourself. But the huge sales numbers never come up. That is right! Even after logging hundreds of outbound they barely manage to scrape by, leave alone making a killing they had been promising themselves which motivated them to make those outbound calls anyway.
Which leads us to the million dollar question – are sales leads all it is cracked up to be? To understand that properly you will have to understand the guy who buys your product. Who is s/he? Do you understand your buyer? Is he the decision maker? The cold calling monster generates leads by the hundreds but has no understanding of them. Most of his leads fall into two categories – those who will never buy from them, and those who are undecided? The second category is more dangerous of the two because they keep caller hanging in anticipation when they should have moved to a new prospect.
Good sales prospecting takes time. Most telecallers fall under two categories – those who are expecting too much too soon and those who are expecting too little on initial approaches. The Type 1 telecaller, the alpha telecaller, will push aggressively to convince the prospect into buying a product putting off the prospect for a long time. The Type 2 telecaller would skittle around the issue, offering little value to the prospect other than brief company or product description. Both do more harm than good and it would take many months and very strong reasons to make them hear you out again.
Don’t rush the prospect
Never do that. Humans are very rational in their buying behavior. So don’t even try circumventing by rushing them into buying your product. Take it step by step. Gain their confidence.
Work on those lines till they come out right
Your sales person should understand your product inside out. More importantly, they should know how to communicate them to prospects. As a business owner it is your responsibility that your agents know their lines well.
Focus on those calls
Pick a market and stick to it. If you know your market well you will ask the right questions and keep the prospect interested long enough to take the next step towards buying your product.
Keeping the conversations going
Don’t kill the conversation by reading from a script. Talk as you talk to a real person and not to your phone. Good conversationalists know the art of starting a conversation by saying something nice and pleasant in the beginning. Don’t start any conversation with a question as it may look like you’re trying to take control.
Don’t read from a clichéd script
Conversation killers include “How are you today?”, “I hope you’re doing fine today”, “We have a great product for people like you? Don’t follow the stereotypical telemarketer. Avoid scripts that irritate you when you pick up the phone which is generally everything you will hear from the “Stereotypical Telemarketers”.
Business prospecting is not about numbers. It is about the headway you make with your prospect. The interaction should fulfill two parameters –
It should provide sufficient information to qualify the prospect as a business lead;
The prospect should understand what is it for him/her;
Numbers keep salesperson busy but they don’t reveal much about the prospect.
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