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Here are some practical suggestions that will help you make the most of your telemarketing efforts in the coming year.
1. Establish daily goals of how many calls you are going to make. If you have problems making as many calls as you want, begin counting pick-ups, not contacts. Begin with one or two a week if that is your present calling rate. Pick-ups are defined as YOU picking up the phone and dialing for dollars!
2. Have a written telemarketing script prepared ahead of time. Practice this script until it becomes a natural part of you. Make sure this script contains a one-sentence description of your expertise and a "hook" to answer the one question that is always in the mind of the prospect… "What’s in it for me?"
3. Record your telemarketing calls - so that you can improve your delivery, listening skills, and to reduce the "ahs", "you knows", and other less professional elements of your delivery.
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4. See your telemarketing calls as a game - in which the objective is to "win" by getting the prospect to either agree to receive your marketing piece or to see you face to face. View the call as an opportunity to improve the prospect's circumstances by informing them about your goods or services. Make the call as if you had no fear or doubt and were simply calling someone up to give or get information.
5. Never waste a telemarketing call. If the prospect is not there, use the opportunity of talking with her screener to find out more about her and the company. If she is not interested in your proposition, find out something else about her operation so that you can refer other members of your network who might be of assistance.
6. Always remember to ask for referrals - regardless of the outcome of a telemarketing call. Always ask, "Who do you know..." and fill in with a comment appropriate to your prospect's business.
7. Profile your best prospects and acquire a telemarketing list matching those exact attributes. This is an easy way to improve your "hit ratio" as opposed to calling at random or using the phone book.
--By Mark Sanford, PhD
Mark Sanford of Sanford Associates, is a business development coach and trainer with 30+ years of business experience.More free articles and training materials on cold calling are available at http://www.coldcalling.com. Mark can also be reached at 925.253.0646.
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