Let’s face it, most people don’t like cold calling yet many have this niggling thought that there are loads of potential customers out there and that if they only find someone with that ‘magic touch’ to make the calls….. How hard can it be? With over 20 years experience of Business to Business telemarketing with companies small and large I thought it might be interesting to dispel some of the myths with a series of posts. Over the coming months I will look at various aspects of telemarketing which will hopefully help you if you are considering telemarketing in your business. First I am looking at the telemarketing engine – The Telemarketer:
99% of telemarketers don’t have the ‘Magic Touch’
Most telemarketers do a tough job professionally and conscientiously but they do not have the personal motivation and silver tongue to sell sand to Arabs or ice to Eskimos (or should that be Inuit). They need to be managed like any member of staff and rely on good briefing and a strong message. Every now and again I have come across someone really special who ‘has it’. The problem is they have always fallen into one of 2 types: Type 1 They are young (normally) and talented. Their skills go way beyond being good on the phone. They are good at telemarketing but their sights are set higher. Basically they don’t stick around as telemarketers for very long so if you find one – make the most of them. Type 2 They are good telemarketers – probably more focussed on telesales with good commission where they can make more money – but can be unreliable individuals. They are great when they are working but keeping them on track can be challenging. Sometimes you find a so-called telemarketer (possibly with an extensive CV) who is truly useless. Normally they don’t last long!
TIP 1: Don't assume that taking on a telemarketer (or a 3rd party telemarketing company) will solve all your problems. Properly managed and with a strong message they can do a good job for you but you (and they) will work for it!
TIP 2: An average telemarketer working with a strong and well-targeted message/proposition will always outperform a top-notch telemarketer working with a weak message and a poorly selected audience.