How To Prepare A Telemarketing Program

The startup of a telemarketing program, no matter how large or small, represents a major milestone in the life of any organization. It signals the company's decision to leap into the future. But be sure you know what to say and what not to say during a typical telemarketing call.

The First Step is to Know Yourself

Next, Know Your Plan

There's More Than One Use for the Telephone

How Are You Going to Reach Your Target Markets?

The Sales Process

The Synergy Between Your Telemarketing Program and Existing Sales Process

The Script

Telemarketing Tips

Telemarketing Program

Develop a Reporting System

Resources

What To Expect

A well thought-out telemarketing plan will result in a very successful program and improved sales. BUT an impulsive leap into the great unknown of telemarketing will bring disaster.

The First Step Is To Know Yourself [top]

The startup of a telemarketing program, no matter how large or small, represents a major milestone in the life of any organization. It signals the company's decision to leap into the future. To be successful you must be willing to work hard and be ready, willing and able to devote plenty of effort, patience, and thorough planning.

The first step, and most basic concept is to make sure that you fully understand what telemarketing is and what its limitations are in respect to your organization. An accepted definition of telemarketing is "the planned use of the telephone to assist in the sales of your companies products or services." Another definition is "using the telephone for marketing purposes,especially to obtain appointments with prospective clients to discuss potential new business situations." It should be viewed as an important part of your over-all marketing and sales strategies.

This intricate marketing process cannot and will not operate in a vacuum, and it's necessary to make a very important decision at this point. There's a difference between telephone sales and telemarketing. Telephone sales can be summed up as only one part of telemarketing having as a sole purpose to sell over the telephone. Telemarketing is a process. It is distinguished by three key characteristics.

• It Is Planned
• It Is Integral To An Overall Marketing Program
• It Is Continuous

Next, Know Your Plan [top]

In thinking about your telemarketing plan you will have to recognize two important elements which are necessary for the program to be successful.

1^st The Market To Whom You Want To Sell

It will be necessary to identify, fully understand, and target your market. According to Thomas A. DePrizio, President and CEO of U. S. Telemarketing, Inc., there are four product/market combinations. They are:

• Current Market/Current Product
• New Product/Current Market
• Current Product/New Market
• New Product/New Market

Depending on where your activity will fall in this group, your costs can be relatively higher or lower than average. You must weigh the costs of telemarketing against other marketing channels such as direct response, field sales or media/print advertising.

2^nd The Offer Or What You Want To Sell

You can have the best product or service on the market, but unless you get the attention of the prospective buyer with an outstanding offer, you will never be able to sell to him.

There's More Than One Use For The Telephone [top]

The telephone can be used for more than selling. It can be used to:

• provide information
• gather information
• sell a product
• sell a service
• provide customer service
• generate and qualify leads

Some of these can be considered as sales support functions. Remember this as you identify your target markets and plan your telemarketing strategy.

How Are You Going To Reach Your Target Markets? [top]

The best way to reach your target markets is by using telephone lists. Telephone lists are either response lists or compiled lists. A response list is an active list of people who have already been contacted and have responded to an offer via direct response, commercials, television, etc., which would make them a prime market for your company's products or services. Don't overlook your current or past customers who may be a very good audience for what you are selling. Response lists can also be generated from in-house program respondents or purchased/rented from organizations who are similar in nature to your company.

Compiled lists are a group of companies or individuals who have met certain qualifications or demographics that fit into a general population and not necessarily into your exact target market. A distinction which will help you in assessing your needs is the response list is considered an active list while the compiled list is a passive list. The decision on which list to use should depend on your knowledge of the market and not the cost of the list. Also, the quality of the list you use will have a direct effect on the success of your telemarketing program.

The Sales Process [top]

The following are important elements of the sales process:

• Initial introduction
• Establishing the needs of the prospect
• The follow-up phone call, letter or visit
• Initiation of the sale
• Listening to the prospect's objections
• Clarifying the prospect's objections and understand what they need

Telemarketing was never meant to stand alone. The main source of communication is the telephone which is solely dependent on the excellence of a voice message. We have already mentioned that many prospects approach this medium with distrust. The listener does not have the advantage of specific cues provided by an in-person situation such as body language, facial expressions, or illustrations used in advertising or print to name a few. The confidence level of the listener in a voice saying "trust me" will not be very high. It will be up to the telemarketer to prove his or her credibility and candor.

Most products or services are sold today using four elements The first is Conversation or Discussion. people are told about the aspects of the product or service. second, there's the Demonstration Of The Benefits Of The Product Or Service, usually through the third aspect, Illustration. finally there's the credibility of Seeing The Product Or Service In Person. Unfortunately, the telephone as a medium can provide only one of these conversation.

Auxiliary media support exists through the use of field sales, direct mail, print advertising and broadcast (TV and radio). These media are listed in their ability to present complex messages effectively and efficiently with field sales being the best and broadcast being the least able. Since a main purpose of telemarketing is to generate sales leads, it is the recommended partner for an existing sales process.

The Script [top]

Experienced telemarketing companies agree that the best guarantee of consistent quality in any telemarketing program is using a well-engineered script. There is some trepidation on the part of many newcomers in the telemarketing field in using a script. However, the advantages are more control in presenting the message and avoiding the trap of forgetting key points.

For any script to be successful, you must first establish what your goal will be. If the goal is to get an appointment with the prospect, then your script must be written in such a way that you will have a reasonable chance of getting an appointment. If the goal is to sell a product or a service, then the script must be written in that context, remembering that it is extremely difficult to sell over the telephone to a prospect who has never heard of you or your company.

In order to be successful, you have to get a response to what you have to offer. This depends on four elements. The Product Or Service, The Price, How The Customer Receives The Product Or Service And How You Receive Payment For Your Offer. You must reduce the buyer's fears as much as possible by offering attractive sales terms. This can be done with guarantees, easy return considerations, credit options, quick and reliable delivery in addition to an attractive product or service and a reasonable price.

There Are Three Basic Types Of Telemarketing Scripts

The Verbatim Script is one that is followed word-for-word. This is best used for the business-to-consumer audience. In this market it is recommended that the message last no longer than three to four minutes and contain up to 350 to 450 words. These scripts require little or no response from the prospect and will include closed-ended as well as probing questions. The following scripts feature fictitious companies.

An example of a verbatim script used to sell business office equipment for the ABC company:

Hello, Mr./Ms. (name), I'm George Fredericks from the ABC Company. I'm calling today because we have some ideas on how one of our (machine type) can increase your office productivity and improve your bottom line.

Mr./Ms. (name), I'd be happy to have one of our representatives come by your office to share these ideas with you. What would be best for you, morning or afternoon.

Excellent, Russ Richards will be at your office on (day) at (time). Please call me at (phone number) if there's a time change.

The Guided Script is the second level of scripting. It is less restrictive and allows the telemarketer to adjust the conversation according to the responses received from the prospect. This method of scripting is recommended for business-to-business situations. This scripting method can work with the business-to-consumer situation if more probing is needed to determine the interest level of the prospect. Guided scripts can last up to six minutes and can require up to 750 words. This type of script is best used by experienced telemarketers.

The trick to a successful telemarketing effort is reaching the decision-maker. You can waste a lot of time by not speaking to the right person. This can be avoided by simply asking the person to whom you are speaking if he or she is the decision-maker in this situation. If he isn't, then you must determine who is and pursue that person.

An example of a guided script used by a visual products sales company, Visual Images, specializing in transparencies for meetings and presentations:

(Operator answers.) Hello, I'd like to speak to whomever buys transparencies for overhead projection. Who would that person be please? (Gets name and correct spelling)

Hello, Mr./Ms. (name), I'm George Fredericks from Visual Images. We specialize in overhead projection equipment and supplies. Are you the person who buys or determines what kind overhead equipment or transparencies? (If no, gets correct name and title) If yes:

Fine, Mr./Ms (name). Our company has been known for its one-stop shopping advantages for companies such as yours. Most of the companies in this area use our quality products. We offer three benefits to our customers, quality products, excellent service and more than competitive prices. Sound interesting? (Gets response)

My call can be very timely for you because we have a special offer consisting of a 15% telephone discount, extended payment terms and a free telescoping laser pointer for first-time buyers. Can I ask you a few questions about your current needs? If yes-

Good. First I'd like to know how many boxes of transparencies you are currently using each month

The Outline Script is considered to be the most difficult level of scripting. This method is used in business-to-business calling. The outline script is made up of words and ideas in outline form. These scripts require five to ten minutes.

An example of an outline script used by Central Catalog Sales, enables the caller the opportunity to be more flexible in his qualification process follows.

Hello, Mr./Ms. (name), I'm George Fredericks from Central Catalog Sales. Have you received a letter from our president, Mr. Bates?

(Letter received or not) Well, as stated in his letter we have the

best products,

low prices,

quick delivery,

monthly selection of office supplies,

discounts, and

a generous return policy.

As an added incentive, Mr. Bates wants you to know about:

present specials,

free goods,

incentives for buying in quantity,

(etc.)

• Research before you solicit, make sure your leads are qualified.
• Start at the top. They will filter you down to the correct person, and then you can use their name to open doors.
• Make friends with the person who answers the phone. They are the gatekeepers to the decision-maker. Know their name, show them respect. Use them for gathering information; they have a lot company knowledge.
• Make sure you present to the right person. Simply ask, "Are you the person who makes the final decision?" If they're not the right person, ask for the name and number of the decision-maker. Ask if anyone else will be involved in the decision-making. Contact that person as well.
• Before you sell, establish a relationship with a buyer. Know and understand the person you are selling to, ask questions and really listen.
• Don't expect a buyer to buy without knowing who you are and liking you.
• Mirror the person you are talking to. Identify their style of personality and mimic it.
• Ask questions and identify your prospect's needs.
• Respond to their needs with the benefits your product or service offers.
• Listen. Listen. Listen!
• Deal with objections. Don't give up. Handled effectively, objections can help close a sale. If you truly believe you can benefit the company, overcome their objections with the benefits you have to offer.
• Persistence and patience pays!
• Always follow-up. And follow-up when you say you are going to. Stay in control of the sale "I will call in two days."
• Close and don't forget to ask for the sale.
• Ask for referrals.
• When you are preparing to write your own script, you must remember the goal which you have established. Your script must be written in such a way to help you achieve that goal. Your script should include the following points:
  • Introduce yourself and your company: Who? What? Where?
  • Establish the needs for your product or service
  • Answer the needs and sell your benefits
  • Initiate a trial close initiate a response
  • Handle objections
  • Close

You are now ready to begin your telemarketing training. Remember that telemarketing is a people business. You are depending on you or your staff to convince the person on the other end of the telephone to purchase a product or service, set up an appointment or supply you with information.

The recognized, most important quality that a telemarketer must possess is a good telephone voice defined as one that is enthusiastic, confident, mature and controlled. You should look for a voice with a high degree of speech refinement, but it does not have to be the voice of an announcer. Personal traits to look for are previous sales experience and a desire to do a good job. If the candidate has had experience influencing others in the past, consider that a plus.

If you are hiring a staff to telemarket for you, finding the right people for your team will take some effort on your part. Once you have determined the type person you need and what you are willing to pay, the next step is to recruit them. The easiest way to find people is to use classified advertising. Carefully word your ad and do something special to make it stand out on the page. Selected typefaces for the headline, borders around the ad or even a second color will work for you.

In the ad, you must tell the reader who you are. Let them know that you are a leader in the industry, have longevity, are growing, and state what the rewards will be. A sample ad follows:

BE A PLAYER ON A WINNING TEAM
AND SHARE IN THE PROFITS!

We Are A Suburban Company Who Has Been Around For 73 Years, And We're Still Growing! Here's A Chance For You To Become Involved In A New Direct-marketing Adventure With Many Rewards For The Right People.

If You Have (qualifications), Then We're Ready To Talk To You. You Will Get An Attractive Base Salary, The Best Benefits Package In The Industry, Training And Incentives. Send Your Resume To:

Name, (or No Name), Address, Etc.

When you have had a chance to review the resumes, it would be a good idea to telephone your top choices and see how they handle themselves on the telephone. You will get a good idea about their abilities, voice quality and interest. It's better to invest a few minutes of your time on the telephone rather than a lot of time face-to-face if they are not going to work out.

Whether you are the person doing the telemarketing or will hire others to do it, some training is required before anyone gets on the phone. You must teach or learn basic techniques such as tone of voice, rate of speech, volume and how to listen. In addition to these items, telemarketers must learn the "big three" of telemarketing calls Beginning, Body, and Ending. The beginning of a call is the first twenty to thirty seconds which is, by far, the most important part of the call. This is where the interest level of the listener is set. If the prospect isn't "hooked" in the first twenty to thirty seconds, they are lost for good. The body of the call, also known as the dialog phase, is used to ask questions and determine the prospect's needs. The ending, or close, is where the needs of the prospect are satisfied.

There Are Eight Parts Of A Telemarketing Call Which Can Be Refined And Will Lead To A Higher Degree Of Success:

1. The caller must introduce himself and your company. This is a must because this creates the first impression in the mind of the prospect. Done correctly, this leads to credibility.

   "Hello, Mr./mrs./ms. (name), My Name Is Mark Benson From The Brooks Company"

2. An engaging lead-in statement will get the prospect's attention. The focus here is on the telemarketer and not the company or product.

   "We're Excited About An Announcement That Our President Made Today"

   "I Don't Know If You Saw Our Special Offer In The Newspaper Today"

3. A focus shift takes place next from the telemarketer to the product or service. This is a benefit-oriented section where the telemarketer tells the prospect what's in it for them.

   "We Have A Product (service) That We Think Will Benefit Your Life"

   "We Have Had A Tremendous Amount Of Success With Our New And Improved"

4. The telemarketer wants to gain information at this point and the probing begins. There are two types of questions which are used open-ended and closed-ended. The open-ended question allows the prospect to give as much information as they want. The closed-ended questions can be answered in one or two words.

   "Tell Me About Your Automobile? What Kinds Of Problems Have You Had With It?(open-ended)"

   What Make Of Automobile Do You Own? What Year Is It?(closed-ended)"

5. In order to clarify the responses, the telemarketer will rephrase the answer given to him by the prospect to understand the statement of need.

   "Now You Said That While You're Somewhat Satisfied With The Way Your Car Handles, You Feel The Gas Mileage Could Be A Little Better?"

   "Tell Me Again How You Felt When You Heard That Your Insurance Program Was Going To Change"

6. The telemarketer is now ready to present the features of his offer together with the benefits to the prospect.

   "Mrs. Brown, Using Our New Gum-out Product, You Won't Only Increase The Gas Mileage On Your Car, But You Will See An Overall Improvement In The Performance As Well"

   "People Who Have Bought Our New Policy Feel They Have Increased Protection At A Fraction Of What Their Old Costs Were"

7. There are bound to be objections and the best way of handling them is to determine the "whats" and "whys" of the objections.

   "Now Let's See. You Did Say That You Were Unhappy With Your Gas Mileage"

   "Ok, You Think That The Price Is Not Commensurate To What You'd Be Getting?"

8. The summation and end or closing are the final parts of the telemarketer's call. Telemarketing experts agree that a close should never be attempted if there is an objection which has not been reconciled. There are three types of closings:
   1. The direct close this is best used if the prospect has been responding positively throughout the call.

      "May I Take Your Order?"

   2. The assumed close the prospect asks if the product comes in quart sizes.

      "Yes We Do Have It In Quart Sizes, Where Would You Like Me To Deliver It?"

   3. If the client has not yet made up his mind, the telemarketer will use a "contained choice" close.

      "If We Can Have It Delivered By 10:00 Am, Will There Be Someone There To Receive It?"

After the telemarketers have been trained and their work begins, telephone monitoring by a supervisor is very important. It is through monitoring that management can suggest changes in the telemarketer's delivery, or identify parts of the process that must be reviewed. The better trained the staff is, the greater the results. What you should look for in monitored calls are:

• The most important part of the call is the beginning. As was stated before, this will make or break the sale.
• In training, the voice is probably the easiest part of the presentation to teach. Its importance in making that first impression cannot be stressed enough.
• Rate of speech is critical. It cannot be so fast that it is incomprehensible nor so slow that it is boring. The accepted rate of speech in telemarketing is 180 words a minute or 3 words a second.
• The tone of voice is the perceived personality of the telemarketer. It also indicates mood and confidence in the product/service. In training, a good practice is to tape record the training calls so you can listen to the tone without dealing with the change in facial expressions, body language, etc. The caller does not have the benefit of these cues and neither should you.

Depending on the type of electronic automation your company presently has, a reporting system can be as simple or elaborate to fit your needs. Only you can decide which reporting method or system will be the best for your needs. At the end of this Business Builder is listed a number of sources such as professional associations which may be able to help you determine in which reporting direction you should go.

You are now ready to take that next step and develop your own telemarketing program. In planning your organization it is a good idea to draw a flow chart which details the entire telemarketing operation and how each part of it impinges upon other parts of your organization. This will give you a clear picture of how the program will work in your current environment and what will be expected from others in your company.

Finally, Some Things You Should Know:

• Know Your Market
• Know Your Medium
• Know Your Message
• Know Your People.

If you have the commitment, energy and enthusiasm to make a telemarketing program work, you can experience a success that you never envisioned.

Resources [top]

Books

The Complete Guide to Telemarketing Management by Joel Linchiz. (PFS Press, 2000).

Call Center Management on Fast Forward: Succeeding in Today's Dynamic Inbound Environment by Brad Cleveland and Julia Mayben. (Call Center Press, 1999)

Magazines

Catalog Age

Target Marketing

Professional Associations

American Teleservices Association

Direct Marketing Association

About The Writer Felice Philip Verrecchia is an award-winning freelance writer/producer/director living in Southern Chester County, Pennsylvania. In addition to a busy writing schedule, he is completing the requirements for a Ph.D. in Transpersonal Psychology.