Top telemarketing secrets and techniques you must know

“You know, you can’t bore people into buying your product, you can only interest them in buying it”

— David Ogilvy, founder of the advertising agency, Ogilvy & Mather, New York

Selling via phone with telemarketing techniques is one of the most profitable activities in the world. The main benefit of selling via phone is that it’s the single fastest source of communication with prospects and customers.

As a result, you contact a real customer in seconds, catch their attention, convey them to buy, and establish relationships. According to surveys, the revenue of telephone call centers will show a consistent and profitable dynamic.

However, some companies prefer other sources of communication and lose a lot of opportunities to grow their ROI. As an example, such sources of communication that do not guarantee to catch attention are TV, radio, email, direct mail, and magazines.

Most people browse information from these sources and have little or no inclination whatsoever about the value they deliver. In most cases, you lose a sale if you don’t catch attention.

Preparations for selling via phone is a key to success

There is no fundamental secret in selling via phone, it’s just a matter of studying your product and proactive work. The first step on this road will be a study of a market and your product.

Studying of product and market the biggest advantage

Firstly, define all major and little-known facts, features, and specifics about your product. Since customers are not interested in a descriptive fact about a product, they’re interested in what the product or service does. How do you know specifics about your product? It’s pretty simple though, you honestly read, study and collect data about the product. Extract main knowledge about your product or service from sources such as:

• – Brochures;
• – Catalogs;
• – Technical papers;
• – Advertising plans;
• – Magazines;
• – Books;
• – Articles;
• – Scientist surveys, market research, etc.

At the end of your study, you already have a decent knowledge about the product and a lot of compelling facts for selling. The more effort you put into studying your product the more profitable your selling will be.

Secondly, you need to know all the major competitors in your niche. Study their products as well as your own. You will define the specifics of your products and how it differs from competitors. When you accomplish this study, you’re nearly at the edge to sell more than others.

The third and last part of your work is to know your customers. It’s crucial to know who they’re, what they want, their monthly income, their profession, their lingo, magazines they read, products they prefer, money they are ready to spend.

By combining these three pieces of knowledge about your product, competitors and customers you’re armed agents with irresistible ideas on how to sell your product via phone as profitable as possible.

Training and testing is a second most important thing

With knowledge about the market and product, it’s not enough yet to sell it profitably. You need to present a product or service in the proper manner. Training of selling sequence, using of necessary words, testing your selling in a real conversation will be the most important part of your selling.

Preparation for selling via phone consist from:

• – Logical sequence of selling (Introduction, warming up, sales pitch, closing a sale);
• – Creating scripts;
• – Training of delivering benefits to a customer in a real conversation;
• – Training of emotional and practical appeals in a sale.

Every training has to be tested in a real conversation with a customer to define the value or flaws of arguments, facts, and benefits. When you develop your unique selling technique, it has to be corrected in a way that closes more sales.

Words you need to use in selling via phone

These magic marketing words are proven, in generating billions of dollars in revenue. Remember them, write them down and use them in conversations with customers: announcing, appalling, bonus, breakthrough, charter, discovery, effortless, exclusive, fearless, first time ever, forever, how to, how I, hurry, immediate, inevitable, instantly, intense, introducing, it’s here, last chance, locked-in, money, never before, new, now, opportunity, painless, premium, prestigious, priority, proven, quick, revolutionary, rush, sale, save, savings, scandalous, secret, send no money, sensation, simple, special, shocking, steal, surprising, the truth about, today, unique, valuable, why, win, windfall, and yes.

Target your audience

It’s a terrible idea to try to satisfy every customer in the world. Frankly, this is the hardest journey you will ever take. However, your product represents a perceived value for a certain group of customers. And every market has huge options for selling, considering the rising competition over the globe.

Depending on a customer you need to use words and lingo to sound familiar to them. If you use the same words for a different audience in different markets, you’ll soon be badly disappointed about that.

For example, if you sell real estate, you need to sound like a confident broker and not a scientist. On the other hand, you should apply every specific feature and terminology for selling equipment to scientists. By doing so, you’ll establish a mood of trust and say: “Hey, I’m just like you”.

Demonstration

First of all, you need to demonstrate yourself and a product in the right manner. Present yourself as a professional that delivers value for the life of customers. Show you know everything they need to know. After all, customers seek not a product or service itself, but the value it brings in their lives.

There are two types of appeal you need to use in the presentation of your product:

Emotional appeals. These appeals make your customer feel better about  themselves:

– You don’t have to feel inadequate again.
– You don’t have to feel fat and uncomfortable again.
– You don’t have to feel depressed because your significant other doesn’t check you out.
– You don’t have to feel terror, because you don’t have enough money for retirement.

Practical appeals. That appeal hit the audience with benefits for their practical life:

– The way to save more money.
– The way to earn more money.
– The way to pay fewer taxes with a qualified accountant;
– The way to be healthier.

More than selling. Create imagination that your product or service brings intangible impact in the life of customers. Convey customers that your product restores: dignity, wasting time, and lost finances. Give them a positive and more exciting view of their future, when previously there was only fear.

Final statements

As you know, not all of your calls will be successful. The main reason why customers don’t buy is that they have fears and objections. And when you face this objection, you need to answer them clearly and professionally. As you may guess, the power to answer objections stems from studying the products, competitors, and markets. It’s a lot easier to overcome objections when you have a decent knowledge of products and services.