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Mapping Out the Successful Campaign

Written by: John Brennan

Article Overview: The backbone of any successful telemarketing program is planning. That means: - outlining your call objectives - preparing your sales message to incorporate phrases that will intrigue and hold your customer´s attention - training yourself to listen attentively to your customer and to probe your customer´s message - expecting and formulating responses to objections that you are likely to hear about your product or company - anticipating the ways in which your product or service will meet the needs of your customer - planning to upsell and cross-sell.

Mapping Out the Successful Campaign

Let´s look first at your call objectives. For every call you make - or receive - your overall call objectives should be to:
- create interest;
- describe the benefits of your product or service;
- obtain and understand the response you get to your sales message;
- overcome objections and, if possible, close the sale.
Before picking up that phone, pause and ask yourself, "Why am I calling this account?"
Depending on the type of call and the type of business you represent, your answer (your call objectives) might be to:
- qualify prospects
- build a customer profile
- make initial contacts
- identify the decision-maker
- announce special sales or discounts
- provide new product information
- follow up on past orders
- head off the competition
- obtain a testimonial or a referral
# Attention Grabbers
Incorporating attention-getting ideas into your sales message depends on your understanding of your product and your sales contact.
Here are a few approaches you might try:
The service approach. Get your customer´s attention by offering service. "Good afternoon, Mr. Washington. This is Polly Parker of Acme Nuts and Bolts. Many of our customers find that our new "Bolts-to-Go" service is a convenient way to shop for hardware.
The endorsement approach. Nothing works like a referral from a friend, colleague, or even a competitor. "Good morning, Mrs. Gonzalez. This is Tom Jones of Universal Stationer. One of your associates, Brenda Beeline, suggested that you might be interested in some ideas to manage your stationery inventory."
The last opportunity approach. A deadline, limited offers, once-in-a-lifetime opportunity presents a strong motivator. "hello, Mr. Black. This is Flora Fauna of American Notions. We´re running a special ribbon sale that I know you´ll want to take advantage of. The sale ends at 5 o´clock this afternoon."
The special fact approach. News about your customer´s business is attention getting. "Good day, Mr. IGonzalez. This is James Monroe of Flights of Fancy Helicopter Service. I just received the results of a helicopter usage study of companies like yours."
The special offer approach. This month, you´ll get an additional 12-month service warranty free." Or, "If you order a six-month supply, we´ll defer billing for 60 days."
The survey approach. "Ýour industry´s association reported that almost 73 percent of the companies surveyed had problems with over-inventory. What is your experience?"
A few more important points;
Make sure you know who the decision-maker is at any given point in the sales cycle. And, if you don´t know, ask.
Referrals should be one of your prime objectives. At the end of each call, ask if your sales contact knows of anyone else who would be interested in your product - regardless of whether or not you´ve closed the sale.
Prospecting is as important to the telemarketer as it is to the direct sales force. Read the business pages, the trade publications, talk to colleagues and other people in the firm you´re contacting. Check out their web site. Find out as much as you can about the company´s buying patterns, budgeting process, division of administrative responsibilities, etc.
Persistence counts. According to a recent National Sales Executive Association survey, 80 percent of all new sales are made after the fifth call to the same prospect. While that study surveyed direct sales, telemarketers would do well to take note. So, review your prospect list regularly and make those follow-up calls.

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Article Tags: objections, sales message, successful telemarketing, telemarketing program



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