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Make the Best Use of Telemarketing. Two Keys to Give You the Edge.

Finding good prospects is a vital part of sales. One method is to walk into businesses “cold turkey” without setting an appointment. Another method is calling ahead to arrange an introduction. This telemarketing is used often in our industry – just not very productively used. The two keys in this episode will make sure […]

James Shepherd

Dec 19, 2017

Finding good prospects is a vital part of sales. One method is to walk into businesses “cold turkey” without setting an appointment. Another method is calling ahead to arrange an introduction. This telemarketing is used often in our industry – just not very productively used. The two keys in this episode will make sure your telemarketing strategy is effective. Set yourself apart on the phone and get your foot in the door. Boost your business by adding valuable new prospects.

#1. Differentiate yourself as a professional. Everyone else is also making phone calls to merchants. To set yourself apart is vital if you want to secure an appointment. The best way to do that is talk about the local market. Use geographic words which will catch the attention of prospects. Here is an example of my opening since I live in Altoona, PA:

“Hi, my name is James Shepherd. I’m a local business owner here in Altoona. I have my office right downtown across from the post office. I was going to be over in your area tomorrow and wanted to see if I could stop by. I also need to visit Bill’s Hardware Store, one of my clients right around the corner from you. Would Thursday be a good time for me to come in, introduce myself, and talk about the free tablet point of sale system I offer?”

Notice the use of Bill’s Hardware right around the corner, my local office, the city in which I work. Use a lot of local terminology. Help them understand you aren’t from a call center in India or Philippines. The number one mistake in telemarketing is to use a normal opening pitch rather than one to differentiate.

#2. Schedule a time frame for introduction rather than a specific appointment. To push for a solid time and try to speak to the manager is a huge mistake. Rather, find the best time to come when you should be able to meet the business owner. Say, “The reason I’m calling is I wanted to stop by and drop off some free marketing materials for you and introduce myself.” That approach is very effective. Say something to which everyone would answer “yes.” Pitch “free information and a business introduction.” That will be better received than “I want to come take a look at your processing statement.” The goal of telemarketing is to increase your contact rate in the field by ensuring there will be someone at the business with whom you can talk.

Using these two tips will ensure your telemarketing strategy is effective. This will give you the edge to make more valuable contacts who will want to close the deal.