Sales is a broad field. There are numerous different job opportunities in several different aspects of sales, and none of them are so universally hated as telemarketing. The field of telemarketing tends to elicit a negative reaction from anyone who has ever spent countless minutes on a phone being “sold” by someone with a script and an earpiece. But it doesn’t have to be that way. In fact, that’s the wrong way to do telemarketing.
If your business uses telemarketing as a sales tactic, then it’s imperative that you understand the behavioral process causing your potential customers to shut down as soon as they realize who is on the other end of the line. Here’s what most telemarketers are doing wrong.
They Ask For Value Up Front
The last thing a consumer wants to hear when they answer the phone is an immediate request for something that they may or may not have. Most telemarketers begin their conversations by asking for time or answers. This immediately sends the consumer into a wary state. It also puts them in a position to decline. They know they’re being sold and they haven’t been given any incentive to offer their valuable time or conversation to your team.
They Sell Themselves
A lot of telemarketers do not understand the difference between selling a product, selling a personality, or offering value. If they’ve received any type of affirmation or consent from the potential client in step one, they immediately jump into their sales pitch. Tactics here will vary from team to team, but the concept is universal. The salesperson feels like he or she is on borrowed time, so they attempt to cram as much information into a brief period as possible. Facts like product details and deadlines take precedence over value. Don’t get me wrong, occasionally one of those facts or figures will solve a problem the potential client has been facing. But the odds of that happening are significantly less if the seller hasn’t taken the time to understand the needs of the consumer.
They Ask To Give The Value in Exchange For Money
The third and final step in most telemarketing calls is the request for funds. The marketer delivers their scripted lines and proceeds straight to the second commitment request of the conversation— money. The potential client, having already given their time or answers, is now being asked to give yet again before the telemarketer gives them any real value in return. You can understand how this might be a problematic process.
Fortunately for sales teams around the world, telemarketing does not have to follow this precarious path. It stands to reason that if there’s a wrong way to do it, then surely there must be a right way. I can teach you the correct way to leverage telemarketing as a valid way to recruit customers to your sales funnel. For more information visit AaronSansoni.com and click BootCamp.
