As we head into a new year we like to look back on our work and projects to review and analyse what we have done well and what has worked well.
We’ve found that despite all the tools, software and options available to support and enhance the marketing efforts, one particular area of marketing has remained consistently effective, and that is picking up the phone and calling your prospects. Telemarketing remains one of the most efficient ways to generate sales leads, drive attendees to breakfast briefings, industry events, executive dinners and user conferences, and arrange meetings with your prospects.
However, it can be incredibly challenging to reach the right person at the right time. After talking with our Business Development Consultants and asking them to share their key tips for success. We’ve picked their top 7 to share…
TIP 1: CALL AT THE START OR END OF THE DAY
Our first tip is simple, yet very effective: call before 8.30am or after 5.30pm to catch elusive customers. If they’re busy the chances are they won’t answer, but if you do manage to speak to them, you may have just caught them at the perfect time for a quick conversation that will lead into making some time in the diary for a longer chat. If they answer and it’s not a good time, ask them for a good time to call them back, and then make a note of that in your calendar and call them back at that time.
TIP 2: IMMERSE YOURSELF IN THE SERVICE YOU ARE SELLING
When starting a new campaign get immersed in the product and services your client is offering and fully understand their key strengths, what problems it resolves and how is it different from competitors solutions. Read and absorb some of their customer case studies so you can add context to your conversations.
TIP 3: RESEARCH YOUR TOP TEN TARGET ACCOUNTS
Before making any calls to your target list, do some research. Organise your list into order of priority, and research your top ten before calling; find out who the key employees are, any recent news items, and their approach and company ethos. Armed with this information you will be able to create a more in-depth conversation with your target contact. Once you have targeted your top ten, move on to the next ten and repeat the same approach.
TIP 4: GET TO THE POINT
Everyone is busy and short of time, so to make an effective call get straight to the point: make sure the message is concise and relevant to the market the customer is in. Quickly point out how it differentiates you from the competition. If the prospect is short of time, summarise and suggest a call back for a slightly longer conversation.
TIP 5: IF POSSIBLE, GET THEIR MOBILE NUMBER
So many people only use their mobile phones now and that is the main number to reach them on. So, if possible, and always being careful of GDPR rules and regulation, try to obtain a mobile number. It’s sometimes easier to catch someone when they are on the move and they’re happy to have a quick conversation whilst on their way to another meeting.
If you are unsure about managing your data and being compliant with GDPR, then we can help you with that.
TIP 6: SUGGEST A MEETING OR FOLLOW UP CALL
Once you start to feel like there is some interest, suggest a face-to-face meeting or a conference call with the client sales account manager. If they say they are busy over the coming days or weeks, suggest a date a month or two later. Get a date in the diary and then keep track of it.
TIP 7: DON’T BE PUT OFF BY THE GATEKEEPER
The dreaded gatekeeper! Don’t be pushed back or put off by Gatekeepers; recognise they are doing their job well, but work at getting across that you have relevant information to communicate to their colleague. Ask for their help and if that doesn’t work, just pause; you will be surprised how much they will say in a silence! If that doesn’t work, try an alternative route; another branch or department might be more receptive. Be bold about asking for direct lines or mobile numbers.
The 7 tips above are just some of our key recommendations for making your sales calls more effective and productive. The most important element that runs through all of these is preparation – whether that is researching your client, or the target list, it is important to fully understand and immerse yourself in the project to really maximise the results.
If you have a project that requires some expert calling please get in touch.