When it comes to contacting prospective and/or existing customers and clients, there are not very many solutions that can top the effectiveness of telemarketing. Making calls allows you to establish a voice-to-voice connection with the individuals on your list, respond to objections and hopefully maintain control of the call to successfully close it as a sale.
How, though, can you create an effective calling campaign? Perhaps your existing campaign is no longer effective. On the other hand, you may need to create a calling campaign from scratch. Either way, the steps outlined below will help you to achieve your goal of building an effective campaign that will boost your conversion and sales statistics:
Promote a Positive Attitude
A positive attitude must always transcend through the phone with each call. Whether it is a direct communication with a prospect (i.e. they pick up the phone) or an indirect communication (i.e. you must leave a voicemail message or send an email), you should always reflect a positive attitude.
Scientific studies have proven that negative thoughts and emotions essentially program your brain to perform specific actions – narrowing your mind and causing you to lose focus on anything and anyone else around you, according to the Huffington Post. It is clear to see exactly why this type of reaction should be discouraged within the workplace – especially when engaged in a calling campaign.
On the positive side of that scientific spectrum, however, it has also been proven that positive emotions and thoughts allow you to see more possibilities in your personal and professional life. Your mind will be opened to new options that otherwise would have remained sealed if you gave into negativity.
If you train your team to always exhibit a positive attitude when on the clock, then it will help to establish a culture of positivity within the workplace that will be detected by the customers on the other end of the phone line. You may be surprised by how receptive your prospects become in response to the positive tone used to initiate the call. Even the slightest hint of negativity, though, will contaminate the entire call and could possibly compromise the results of your overall campaign.
Be Prepared to Battle Objections with Victory in Mind
Objections are necessary evils that will be encountered with every calling campaign. Whether you are calling to collect a payment or to offer someone $1,000,000 with no strings attached, you must always be prepared to battle objections.
Focus on the objections that you and your team have already experienced in the past. There may be a few unique statements and phrases here and there, but most of them should stand out as commonly used and heard. Create a list of the most commonly-used objections and strategically create effective responses that can be used to combat each of them. This list will be used as a training guide to teach your team members and train new hires, because it provides them with a clear model to follow whenever they encounter those objections on actual calls.
Do not make the mistake of requiring verbatim scripts for objection rebuttals. The responses that you provide should solely serve as a foundation upon which your team members will still be able to build and expand. Otherwise, you run the risk of trapping them in a box of sorts that they will not be able to break through with the more complicated calls that seem to poke holes through any type of scripted response you throw at them.
Research Your List of Prospects Thoroughly
You should never dive into a list of prospects without conducting thorough research on the contacts first. It is recommended to view each person as a one-shot contact. You essentially have one shot to captivate their attention and bring them in for a close.
Think about the expert fisher. An expert fisher knows that you do not get very many chances to bait the same fish in the same pond. If your bait does not grab them the first time around, it makes it much more difficult to catch them again with the second round of bait – especially if you give into desperation.
Take the time to study the demographics and interests that apply to your prospects. Look for similarities that link them together and study the profiles of your existing clients to see if you can expand your customer base with a little assistance from referrals and recommendations. It is always more effective to contact a warm lead (referral, recommendation, someone you have worked with in the past) than a cold call.
Spending a considerable amount of time conducting quality research makes it easier for you to filter out the bad leads who will more than likely have no interest at all and shift your focus towards the ones who will.
Embrace Every Voicemail Message with Same Attitude
As you develop your calling campaign, you should also develop a solid strategy for handling voicemail messages and gatekeepers. As soon as you realize that you are not speaking to the contact directly, you may follow the thought pattern that leaving a message is a waste of time. Some may rush through the message to use any required scripting, but they are already focused on making the next call. Others may try to disconnect the call abruptly to prevent themselves from having to record a voicemail message at all. Either of these approaches will only help you to jeopardize the success of your calling campaign.
You should always leave a brief message whether it with a voicemail recording or a gatekeeper. Within the message, make sure that you highlight a few key points that you would have shared with them during your actual conversation. However, you should never play your entire hand at that time. If you show all your cards to the voicemail recording, then the actual customer will have no reason to call you back again. On the other hand, if you only tell them enough information to captivate their attention and inform them about how they can get back into contact with you, then you will find more success in getting callbacks from customers that you may have reached out to initially days, weeks or even months ago.
Take a Strategic Approach to Planning Your Calling Campaign
Perhaps the most important step that you must take to plan your effective calling campaign is to remember that it is just that: a campaign. Like with any campaign, it must be approached with a level of seriousness, attention to detail and strategy if you want to reap any positive results and revenue from it.