Although telemarketing is a very important and effective tool used on a daily basis in the sales activities of a growing group of companies, it still enjoys a not very good reputation among consumers. Customers complain about too frequent calls and poor call quality. While telemarketers cannot do much about the former, the latter depends primarily on them. We asked consultants about what mistakes are most often made by telemarketers and what they should avoid in order to make the course of a telephone conversation with the client satisfactory for both parties.
Mistake One: I am Only a Telemarketer
Telemarketing is still considered a form of occasional work, intended mainly for students, temporary work, i.e. one for which you do not need to be overly attached and prepared. Unfortunately, this is what the consultants who start their adventure with the call center very often think. With such an approach, it is difficult to get the commitment necessary for each position, and appreciated especially in the case of direct contact with the client.
This approach results in other errors of call / contact center employees, which make up the list of telemarketer’s deadly sins.
Mistake Two: the Script is the Most Important
It has been known for a long time that consultants use conversation scripts that contain the most important information, hints, phrases that can or should be used during a conversation with a client. There’s nothing wrong with it. Thanks to scripts, telemarketers remember about the most important matters and have a source of information that they can use at any time. The problem starts when the script becomes the most important part of the conversation.
The conversation conducted by the telemarketer must be casual and take into account the expectations of the recipient. However, it is difficult to pay attention to what the other party says when the attention is focused on reading subsequent sentences or reciting them from memory. Consumers need individual treatment that the script alone cannot provide.
Third Mistake: I don’t Have to Learn
In good call centers, all consultants, especially those newly hired, undergo training – general, on negotiation techniques, the art of conversation, self-presentation, and product training, bringing the knowledge necessary in the process of selling specific products. Many consultants believe that such training is sufficient. Yes – they are enough to conduct a conversation on a selected topic with the consumer, but they do not provide knowledge that will allow them to become an exceptional telemarketer.
Fourth Mistake: Words Count, Not Atmosphere
Telemarketing is primarily a conversation. It’s a fact. But it cannot be a conversation consisting only in presenting an offer, reciting the necessary formulas and listening to the consumer’s response. In such a case, probably negative. Since the contact center employee cannot convince the interlocutor with a gesture, smile, careful dress or a unique meeting place, he must ensure that the conversation itself is as pleasant as possible and arouses positive emotions in the recipient. It is not easy, but it is doable.
Appropriate approach to the interlocutor, as well as to the company whose products are sold, respect for the presented offer and extensive knowledge about it will help the consultant to create the right atmosphere, thanks to which his consumer will feel good and safe, and thus become ready to take positive purchasing decisions.
The Fifth Mistake: it’s All About Talking
However, it is not allowed to focus on the conversation itself. Yes – presenting the offer, good contact with the client, individual approach are the basis, but the purpose of such a conversation is sales.
When choosing the number to the consumer, you must remember that the conversation should end with a sale. Having clear goals makes it easier to focus on what’s most important in contact with the customer.
Therefore, it is worth avoiding mistakes so that work in telemarketing is professional, effective and satisfying. By changing the approach to their duties and to the client, consultants can improve the image of the entire industry. However, you have to start with yourself.