Using Telesales as Part of Your Marketing Strategy
Telemarketing has been somewhat of a go-to lead generation tool for many businesses for decades now across various B2C and B2B industries and still remains to be an effective tool in the arsenal of any company looking to generate new sales and grow their revenue.
Whilst it is true that telemarketing is an effective method of lead generation it shouldn't be the only tactic being relied upon in a marketing strategy, and this is true for any tactic. Businesses should look to deploy a holistic marketing strategy focusing on lead capture through to lead nurture and indeed sales closure.
Telemarketing can be described as a "hunter" style approach to marketing a business as opposed to other methods falling under the "farming" style.
Hunters will eat for a day or a week whilst farmers have seeds planted in many fields and are working on cultivating and nurturing before harvesting rather than going in for the kill on day one.
This is not to say telemarketing doesn't work - quite the opposite. Telemarketing should be used as a single tool and not as a businesses only source of leads. If you have a team of hunters and farmers you'll have yourself quite a formidable marketing team.
A HUNTER STYLE MARKETING STRATEGY
A Killer Telemarketing Strategy
It would always be recommended to start with an email marketing campaign but if you don't have an email address, make the call first. It's unlikely you will get through to your prospect on the first attempt but you can harvest information in this initial call. Don't forget to note the name of the gatekeeper, you should begin to build a relationship with this person - if you do it well, they will eventually put you through after a couple of attempts.
To ensure effective management of prospects and the relationships thereof it's important to operate a CRM (Customer Relationship Management) system.
LIMIVEX Recommend Pipedrive but there's lots of CRM systems out there, some specialist for niche industries whilst some have huge functionality that often needs customising to suite your business requirements. Find one that's right for your business needs.
When sourcing any element of your tech stack G2.com is a good place to start.
HOW TO BECOME
A TRULY GREAT
TELEMARKETING IS A NUMBERS GAME
No matter how great you are on the phone if you don't pick up the phone you're never going to get results (captain obvious). In short the more calls you make the more results you will see. Even the worst telemarketer would generate some results if they made enough calls.
Whomever picks up that phone - build a relationship with. You don't know who that person is or how influential they are with the decision maker, but one thing is for sure; if they aren't the person you need to speak to, you'll have to get through them first - So build that relationship from the first word to the last.
RESILIANCE & TENACITY
Telemarketing is a hunter style marketing approach which means you're focusing on the 3% of your market that are ready to buy today. Only 3% of your calls are going to lead to the next step in your customer journey. This means that you're likely to get nowhere with 97% of your calls. SOMO (So What Move On) - You need to maintain focus on your goal, focus on the end result, focus on your business growth!
The top salesperson in the organization probably missed more sales than 90% of the sales people on the team, but they also made more calls than the others made.
- Zig Ziglar
THE GREATEST MARKETEER OF ALL TIME
Meet Joe Girard, Joe worked as a car salesman for a Chevrolet dealership in Detroit, USA.
Joe Girard sold over 13,000 cars during his 15-years and holds the world record for the most cars sold in one year at a massive 1,425 cars... In One Year!
Joe could not have sold 1,425 cars in a single year by simply cold-calling everyone in the phone book.
Joe has written several books on his successes but Joe's main cause of success was his untethered focus on building relationships with his prospects, he would send handwritten postcards to the people that had stumbled across the dealership in a timely and consistent way. This is marketing.
THE HIDDEN ART OF TELESALES
Three Steps to Perfecting Your Telemarketing Skills
It's no longer good enough to simply call everyone in the phonebook hoping to get through to the right person then hitting them with a pitch. People are a little fed-up with being pitched and especially by people that know nothing of their business or requirements.
When we use telesales as a way of driving growth it's important to know a little about who it is we're calling and because it takes an average of 8 calls to actually get through to the person you want to speak to it's also important we do not dismiss the importance of the gatekeeper. Here are a few more tips for incorporating telemarketing into your marketing strategy.
FIVE IN FIVE
FIND FIVE THINGS IN FIVE MINUTES
Before you pick up the phone and call your prospect you should spend just 5-minutes doing some research. Find 5 things in 5-minutes. What does that company do? Are they recruiting at the minute? Have they had a recent website design? and so on...
Any points that would not only allow you to qualify the prospect before calling but show your prospect you've done a bit of research on their business. They will appreciate it!
OPEN QUESTIONS WILL OPEN DOORS
ASK OPEN QUESTIONS
It doesn't really matter what open questions you use, we believe the less targeted or obvious the better because if you ask your prospect a direct open question like "How are you currently generating new business?" - they will likely feel a pitch coming on, and no one likes being pitched.
But if we ask "how has business been for you?" - it almost sounds like small talk and is more likely to engage with this, from which you can harvest the information you need in order to understand what that prospect needs.
THE 30-SECOND PITCH
YOUR PITCH SHOULD LAST ONLY 30-SECONDS
As we said no one likes being pitched, but you have to get your point across and quickly. Once you've had a brief discussion with your prospect through those all important open questions you should be able to understand what your prospect values the most. Is it their time, their money, growing the business?
Your pitch should highlight their problem (what they value most), then the solution you offer, and then proof (who you solved this same problem for previously)