The Basics of Effective Telemarketing

Why are some telemarketers so much more effective than others? What do they do differently, and how do they do it? Some people who telemarket are extensively trained, while others receive very little training. Even those who are trained may or may not be effective, depending on how well trained they are, and whether they follow some basic telemarketing techniques. Certain individuals also possess a more "telemarketing friendly" personality. Factors such as friendliness, tone of voice, clarity, listening skills, patience, and the ability to persevere are essential skills for the effective telemarketer. Effectiveness requires the "never give up" mindset, and an understanding that every "no" brings you closer to a "yes." Telemarketing is truly a numbers game, and each caller develops a closing ratio, which is how many calls he needs to make to close a sale.

Have you ever gotten a telemarketing call when you thought that telemarketer was good, professional and skilled, while the usual telemarketer shows little or none of that skill and ability? Having developed telemarketing programs for several companies and several products and/ or services, I have developed a keen sense of what is and what is not effective. Regardless of the industry, the basics listed below, remain consistent! Whether selling a product, service, or oneself, use the same principles! Whether one is telemarketing to sell a product, political telemarketing, or being used as a marketing/ networking aid, to make an introduction, and seek an appointment (such as in Real Estate), the principles of telemarketing remain the same!  The following are some of the basics of telemarketing that should be followed if one wants to optimize results:

(1) Extensively train telemarketers. Provide the telemarketer with all tools necessary to do his job! Telemarketers need to be constantly encouraged.

(2) Provide telemarketers with well designed, well worded, well thought - out scripts.

(3) Prepare a telemarketer to answer any and all objections.

(4) Teach/ learn the telemarketer how to effectively use the "Five Steps" approach to answering objections that I have written about in a previous article

(5) Anticipate the objections and questions most likely to get. Provide scripts for each objection.
(6) Teach/ learn a telemarketer how to use "May I make a suggestion?"

(7) Play act and role play prior to the first call being made. Repeat this role playing on a regular basis. Don't let any calls be made until a telemarketing professional listens to the new telemarketer, and is satisfied.

(8) Provide a mirror to put in front of each phone station, to demonstrate the importance of smiling.

(9) Make sure the telemarketer knows whatever technical knowledge is necessary to be familiar and comfortable explain the product/ service.

(10) Teach/ learn how to close a sale, and/ or make an appointment, or whatever the objective may be!

(11) Teach/ learn the concept of "ztl" (zip the lip).

Telemarketing does not have to be difficult or unpleasant if a telemarketer is properly prepared and trained. A skilled telemarketer often finds telemarketing fun and exciting. Since telemarketers are generally paid based on their results, it is in their best interest to be the best they can be. For a company using telemarketing, there is little point if the telemarketers do not optimize results. Therefore, it is a "win-win" situation for telemarketers to be as skilled and professional as possible. Following these simple guidelines is an effective and productive first step.

Everything is NOT A FACT!

One of the greatest obstacles to achieving whatever we consider to be personal and meaningful success is often our inability, refusal or failure to properly differentiate between empty rhetoric (or exaggeration or manipulation) and actual FACT. While being successful must and should be personal in nature, so as to actually motivate others to drive ourselves further, we must develop the willingness and ability to differentiate the facts from not only fiction, but also merely what others might state to be so! When we drive ourselves to focus in this manner, and develop the skills, abilities and willingness to enhance our potential to understand this concept, we can be better assured that what we are doing directly relates to reality and needs.

1. Begin with an emphasis on consistently being fair! This is a combination of factors, including our inherent fairness to others and their points of view (even when they may disagree with our own), treating others the way we would want them to treat other (also known as The Golden Rule), and being open - minded enough to listen to and explore alternatives. When we proceed in this manner, we are more capable of being focused on what needs to be done (and why). After all, isn't the common thread to everyone's concept of success, to become more functional and worthwhile?

2. How can you know if something is factual if you do not take the time, expend the energy and seek to better understand what it means? This requires a consistent commitment to thorough analyses, combined with a comprehensive assessment of needs and possibilities. We should strive to maintain our positive attitude in a manner where we explore the alternatives in a realistic, but open manner!

3. Our approach must be to convert the rhetoric and statements of others in such a manner that the crux of the issue becomes clear - cut and better understood. We need to thoroughly evaluate and consider things fairly and thoroughly, but must do so that our focus is on the entire concept, and all the potential ramifications.

4. Perhaps the simplest and most direct approach might be to simply ask ourselves, "Is it true?" Being true does not mean simply being in alignment with our personal priorities, self interests and our own truths, but rather evaluating things objectively in terms of reliability, consistency and whether it aligns with those things that are self - evident because they are time - tested.

Truth (or real facts) and what someone says is a fact are often vastly different! We will enhance ourselves when we commit to only truly factual items, rather than permitting ourselves to be less than objective by blindly accepting what others merely claim! Regardless of what some say, and might (bit I doubt it( believe, there is no such thing, as Alternative Truths and/ or Facts.
 

5 Components of Better Marketing Yourself

Most would agree that marketing is perhaps the most, if not one of the most essential ingredients for success in nearly every field of endeavor. Why do you think that the largest and most successful corporations spend so much time, effort and resources on marketing themselves, and attempting to create a specific and unique brand, that creates an attractive niche and compelling story? Since all of us, regardless of what we do, are involved in some sort of selling, it is important to understand what is needed to successfully market ourselves. Whether someone is a doctor, lawyer, salesperson, Realtor, teacher, or stay - at - home mom, success requires selling every day. We either sell a product, a service, or ourselves, but we do sell! Since the advent and increased popularity of the Internet, however, many people have abandoned the previous fundamentals of marketing, and begun to rely exclusively on the Web. However, success means using a broad - based, multi - media campaign, where we maintain a common focus throughout, in order to distinguish ourselves, thus creating a niche that develops our personal, quality, respected brand. While there are many possible components, those who seek to effectively market themselves should both understand and utilize these five components listed below.

1. Don't abandon direct mail and snail mail. There are still many individuals who prefer being contacted that way, and effective mailing pieces that enhance our brand, are key. However, cost containment requires doing this wisely, so make sure that you study the best and most effective way to use this, including your mailing list, types of piece, etc.

2. Use email and texts judicially and wisely. Under - utilization will have no impact, and overuse will strike many as a form of spam. Make sure that you use these forms when appropriate, but don't become overly reliant on them.

3. While a strong Social Media presence is wise and needed, don't fall into the trap of assuming that because you posted something here, there is widespread communication going on. The most effective usage is generally having links to compelling information, so that others will be interested. Don't either over or underpost, and remember that you must use these in coordination with the overall brand you wish to create and develop.

4. What is the feeling someone gets when they look at your Website? How easy is it to locate, and what does it say about you? Does it enhance your brand? Does the message being sent say what you are trying to communicate? Have you looked into SEO (Search Engine Optimization)?

5. Far too many individuals today build artificial walls by relying too heavily on these methods, while ignoring or nearly ignoring the all - essential methods of professionally using the telephone, and getting out and being face - to - face, with your potential constituents, stakeholders or desired audience. Therefore, it is very important to become professional in these methodologies.

Don't use one of these components, while overlooking others. Those that want to market themselves to their fullest potential, and thus get the best results, need to use the discipline to use all of these.

The Dilemma of Committees

Every organization or business that I have ever been involved with, either in a managerial, executive or consulting capacity, has tended to be heavily meetings - oriented. While one might easily be able to discuss the virtues of meetings, unfortunately, the reality is that most meetings are far more wasteful, in terms of time and other resources, than achievement based. Because so few individuals in leadership positions are well versed in organizing, coordinating and running meetings, they rarely have a relevant, clear - cut, priority based agenda. This usually creates a too long, quite uninteresting, and often deflating and demotivating situation. Lester J. Pourciau put in concisely, "There is no monument dedicated to the memory of a committee."

1. Why do we have committees? In most cases, committees and their subsequent meetings exist because an organization creates them as part of their bylaws, and fails to update or evaluate their value. It has been my experience that any committee of more than five is unproductive, and over three barely productive. The dynamics of most committees is that either the committee is duplicative (or irrelevant), or very few of the committee members ever follow through on what is discussed. In my 4 decades of involvement in management and leadership involvement, as both a party to the insanity and as a consultant, I have often reviewed minutes from committee meetings. My discovery, which brings me to my premise that there are far too many committees, is that little gets accomplished, and the same topics are hashed over and reviewed, year after year. Having chaired many committees, I realize that most members are uninvolved or only marginally truly interested, and the only time anything gets done is when either the chairperson, or someone else, takes the project under his wing, and just does it himself.

2. The main arguments I have heard for the need for committees are: 1. to spread the work out; 2. get more people involved; and, 3. delegate responsibility. It has often been said that leaders must delegate responsibility, and while, ideally, that is true, unless individuals are thoroughly trained, experienced, knowledgeable and motivated, delegation often translates out to the job or project either not being done, or not being done properly. The catchword of management consulting is the advice to avoid micromanagement, but that assumes that systems and individuals are in place, where capable people can do what is needed. The reality is that when things are delegated, in more circumstances than not, it does not save the leader any time, because things that should have been done properly and thoroughly in the first place were not, and that creates having to create a contingency plan (which is often complicated because of the time delay risk associated with procrastination). Unfortunately, unless committees are set up properly, and create priorities and goals, while engaging and motivating committee members, they are often counter - productive.

Obviously, there will always be the need for certain committees and certain meetings. However, a vital organization and its leader always understand that its all about planning, training and priorities.

BUDGET CREATION: The Revenue vs Expense Debate

One of the most widely, and often hotly discussed issues debated in almost every organization, is whether budget gaps/ deficits should be closed predominantly by addressing revenues/ income received/ generated, or by reducing expenses. In nearly every case, the discussion deteriorates to the level of vitriol, with both sides of the debate seemingly unwilling to listen to the other. However, the reality is, that in most cases, balancing a budget responsibly can only be done through a balanced approach. When there is too much cost cutting, particularly when it is simply done either randomly or across the board, the result in the long term is often far more detrimental than the starting point. When the concentration centers almost entirely on raising revenues, especially when that revenue will mostly be gained by raising either dues or fees, there is often a resultant attrition of membership and/ or supporters. No organization ever grows or benefits (especially in the long run) as a result of either reducing what it offers or provides, or when it prices itself out of relevance. While this discussion relates to organizations, the same rules/ concepts make sense for businesses, and independent contractors.

1. Are most organizations' budgets bloated and/ or out of whack in certain areas? Absolutely, and that is precisely why there must be attention to detail and ramifications used when preparing these budgets. It must also be remembered, however, that even the best thought out and developed budget loses its impact when the organization simply adds expenses to it throughout the fiscal year. The best way to create a budget continues to be by using zero - based budgeting, and evaluating each expense on its own merits. Expenses must be looked at in terms of how much is being spent in relation to its priority for the group, as well as whether the organization is getting the most bang for its buck. Is the group getting its maximum benefit, or can the desired result be achieved using an alternative, often less costly approach. Should the expense area be kept the same (meaning it is optimum under the fiscal conditions), reduced or increased. It should be reduced if either it is not being done effectively, or if the level of priority has been reduced from what it was. It should be increased if at that spending level the organization needs to spend more to achieve a priority that has an essential impact. I refer to that process as ramification expense priorities.

2. Should, and must dues, fees, and other member - directed revenues be adjusted upwardly? Groups need to look at their fees in relation to what other similar groups charge, as well as by the economic realities of the day. Has the organization created a strong enough feeling by distinguishing itself by the value and services it provides? How loyal are its members, supporters, donors and sponsors? What has been done in terms of motivating positive feelings and support? The reality is that revenues often need to be adjusted, but must be done in a way that the overwhelming number of supporters question the value of remaining involved. That can only be done when a rational, balanced approach is utilized. The most sustainable organizations have come to realize that small inflation - indexed dues increases rarely create negative feelings or ramifications, and thus they use a cost of living adjustment method of annually increasing revenues. Those groups that try to maintain their dues, etc., at present levels, and then find itself needing to make a substantial increase at a particular time, are usually the ones that create resentment and resistance.

Every action an organization does has ramifications. Failure to act can threaten its very existence and financial stability, but acting without analysis and balance can have an even more deleterious impact.

Price May Make A Sale, But Only Service, Creates Loyal, Repeat, Satisfied Clients/ Customers!

Having done an extensive amount of sales training, both with sales representatives, as well as sales managers, over the past 4 decades, I have invariably been asked about the delicate balance between price and sales, especially as it relates to profitability and customer creation. One of the biggest errors I have witnessed is when sales people believe they can buy a customer's loyalty, by immediately offering the lowest possible pricing. However, the reality is that while one may make a sale by low-balling a price, it is rarely in the long term interest of the company to make that the stand operating procedure. This concept is true, whether it is in retail, a service industry or profession (such as Real Estate, medicine. dentistry, etc.). In real estate, some immediately offer to cut their commissions, but, while that might buy them a listing, isn't it an indication of weakness, poor negotiating, or lack of self - confidence/ self - worth?
 
1. The most important need for effective sales and marketing is effective listening. Obviously, everyone wants to get value, especially in these economic times. However, the danger in concentrating most of one's marketing efforts on price, is that any other competitor can always match or beat your price, and you have done nothing to gain that individual's loyalty. For example, there are hundreds of places that wireless phones are sold near where I live, as I am sure is true nearly everywhere. Some of these places are exclusively devoted to wireless service, while others sell this alongside other products and services. Curiously, I have observed that many of these stores open, and within a short period of time, close up. I've noticed that the ones that close, for the most part, are those that attempt to entice customers by price and empty promises. On the other hand, in my neighborhood, one of the most successful of these stores, while always remaining competitive price- wise, excels in its customer service. They pay particular attention to helping even after the sale, helping with any setup that may be needed, and with any warranty or replacement phone issues. They do not nickel and dime their customers with excessive extra charges for items such as chargers, ear pieces, cases, etc. They bend over backward, not only to get the customer once, but to keep customers for the long haul.

2. Many local businesses have had to face the reality that the large "big box" stores are often difficult to compete with simply on price. Small businesses also, obviously, have nowhere near the same marketing/ advertising budgets as these large chains. This has created a situation where some local merchants have had to close, because of loss of revenue/ business. On the other and, other local merchants have flourished. What have these merchants that have been successful done that the others did not? In many cases, it was listening to what their customers were saying and what they wanted, as well as providing personalized service. In other words, the successful stores did not rely on price as their major weapon, but rather sought ways to create a niche for themselves that made them invaluable to their customers/ clients.

3. Realtors must show why they are worth their commission, rather than show they are not. What services, expertise, etc, will you provide?

Effective sales and marketing technique requires the ability to think outside the box, and be a solution based, personalized enterprise. This is more true today than ever.

Using A Mirror To Improve Your Phone/ Telemarketing Skills & Results

For 4 decades, I have both personally transacted business on the telephone and trained telemarketers, customer service people, and both inbound and outbound phone sale people, as well as organizational leaders, on how to obtain optimal results using a telephone. I have discovered many interesting things about phone selling, not the least of which is that one can be great on the phone and awful face to face, and vice versa. Selling and transmitting business on the telephone takes specific skills and actions, and is something that nearly anyone willing to be trained, can be taught to do.

I am a major proponents of using two small tricks to help with phone success. The first is to employ the phone's mute function, and to only disengage the mute when you are prepared to speak. That keeps you from blurting out something without due consideration, or interrupting the other person. However, while many people use the mute function, the employment of a small table mirror is even more helpful.

Studies show that many people can sense the mood or attitude of the person on the other end of the phone, either by their voice, their attitude, their tone of voice, or factors such as politeness and patience. Since we often do not hear ourselves as others do, I suggest that someone place a small table mirror directly in front of them while they are on the phone. Look in the mirror at yourself as you are communicating on the telephone. What is your facial expression? Are you smiling, "smerking," or moping? Do you look like you are enjoying yourself? Do you appear as if you are getting angry (turning red or changing facial expression) based on what is happening on the call? Do you look like someone who doesn't want to be there? Do you have the same expression on your face as you would if you knew the other person could see you, as in the face to face scenario? How about your posture? Are you sitting up rigidly, or sitting comfortable? Are you sitting erect or slouching into your chair? Are you focused on what is being said to you?

Only by knowing what you have been doing, mostly subconsciously, will you be able to address it! Using a mirror is an easy aid, and a helpful one. I have seen telemarketers increase their closing ratios on the telephone exponentially just by paying attention to these details. Similarly, I've observed businesses Customer Service satisfaction rate rise dramatically when these unconscious negative acts stop bringing down the perceived sincerity level. In many cases, when I have done Leadership Training for leaders of organizations, I have gotten the feedback that they were far more able to motivate their members when they addressed their own personal telephone body language.

Even in today's digital and electronic age, there is an important need to be professional and caring on the telephone. Simply by thinking about how we look in the mirror and addressing those things, we can enhance our performance significantly.