Further Development of Telemarketing
(From the November 1998 issue of Demolition, published by the NADC)
By Ronald B. Dokell
Here are some of the guidelines in setting up your telemarketing "script."
- Telemarketers must remember that the tone of voice will have a lot to do with how their message is accepted. Voices that are too high or too low can be irritating. Talking too rapidly will result in misunderstanding, while talking too slowly can be frustrating to the customer. Telephone sales people should be friendly, use the customer's name often, and smile while talking.
- Be sure your telemarketer introduces him/herself by name and company. He/she should state the purpose of the call and, when appropriate, the source of the lead.
- Information should be conveyed clearly and directly.
- Be sure all of your statements are correct. One false statement will undermine the credibility of your entire message.
- A straightforward, believable manner will command the customer's attention and respect. Gimmicks (such as saying "we have a special need for your type of demolition project") will invite distrust and rejection.
- Your telemarketers should avoid a hard sell approach. Customers need time to digest information, especially at the beginning of a presentation.
- Telemarketers must be courteous, even when rejected, since a prospect who does not want to entertain your services now, may in the future.
- Once you have the information you need for telemarketing, the call should be quickly concluded. Further discussion would only undermine what you have already accomplished.
- Most people do not feel at ease trying to sell over the telephone. Do not be disappointed with your telemarketing program if you find that you have turnover and have to go through a number of potential employees until you find someone who likes this type of work. This is also an ideal way for your company to hire the physically challenged, who often make excellent employees with superior attendance records.
With a properly selected and trained sales staff, telemarketing can be an extremely effective technique for increasing sales. It also can be a way to improve customer service, conduct research, find out what happened to your last bids, etc.
If you are truly interested in expanding your sales volume, telemarketing is an inexpensive and effective way to get started.
Ron Dokell is past president of Olshan Demolishing Company and is currently president of Demolition Management Consultants, a demolition management consulting firm.