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How to Tell the Difference between Winners and Losers
Recently, a client asked me what qualities make for a really good telemarketer. As you might imagine, we got into quite a discussion. As with almost anything, the answer really depends on what you are asking that telemarketer to do! Here is a brief recap of our exchange…
CLIENT: Mark, is there any real difference between telemarketing for prospects and telemarketing for sales, or are these pretty much the same? I want someone who can get me the qualified leads that I need.
MARK SANFORD: Each type of telemarketing requires different skills. Telemarketers that tend to be good at prospecting seem to almost always possess a polite manner, some business savvy, good etiquette and genuine friendliness. Less important is a talent for sales or product knowledge!
Since they represent your company, telephone prospectors' voice and manner should evoke positive feelings about the company they represent. Telemarketers doing prospecting calls should sound authoritative, competent and businesslike. They need to have a good vocabulary and an educated tone, and must be able to speak grammatically. They need to be upbeat. The right telemarketing attitude must be enthusiastic, friendly and positive.
CLIENT: What do I need to look for in terms of other skills and attitudes?
MARK SANFORD: Prospecting telemarketers must know how to evaluate a failed call. They must understand that the reasons for failed calls are not always because of their own incompetence. They need to appreciate failed calls may sometimes be the result of economic forces, lack of need, lack of decision making authority by the prospect or a host of other factors beyond their control. Because of the boredom and routine of the work, they must also be able to deal with the "psychic costs" of the work… And not show it!
CLIENT: What else do I need to know?
MARK SANFORD: A proper understanding of the telemarketing task itself is critical to success over the long term.
Telemarketing prospecting calls require:
- An appreciation that each call must function to move a relationship forward. (Voice mail included!)
- The purpose of the work must be understood within the context of contributing to all the points of contact between the prospect and the company. (Advertising, internet, direct mail, conference or trade show, face to face contact and so forth.) Each contact is part of an overall pattern of gaining familiarity in the eyes of the contact and gathering intelligence about his needs and plans.
- The primary task in telemarketing for prospects is to make calls. It is not data base management, report writing or defending the turf of the telemarketing function from other departments or lengthy documentation of the work task.
- The superior telemarketer knows that confidence is more important than level of knowledge. Too much knowledge may be an impediment to making enough calls, but confidence is always a sure ground for success!
--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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