Telemarketing or phone canvassing to prospects or business categories
that typically utilize the services and equipment you are providing is a
business practice that has been around for close to 40 years. Bell Systems
Communications created the practice in the 70's, as a way for telephone
companies to advertise their own services. The successful concept soon spread
to many other types of businesses.
The main ingredient of a
successful telemarketing campaign is first making sure your information is
correct and in tune to your objectives. An efficient way to organize all the
information is to target only prospects with the highest ability to purchase
what you are offering. Narrowing down your lists to certain demographics or
geographical areas will also help you to concentrate your efforts and allow
on-site scheduling of demonstrations resulting from the sales calls to be well
organized and efficiently mapped.
In most cases training your salespeople to market and contact
customers in the areas they sell their products or services is the most
productive method for equipment dealers. Some, without the in-house skills or
desire outsource the contact calls to call centers for a fee. As an equipment
dealer, nothing is more productive then a well versed and well trained sales
professional that can understand the business and the customers we serve. Sales
professionals reap the benefit of their industry knowledge and skillfully work
it into the call. Most will set more appointments and close more sales then
"canned" telemarketing script readers. Most people prefer direct
contact and sales calls from someone knowledgeable of their business. Having
your sales people make calls directly from your office can present a higher
level impact on your prospect.
Know why you are calling: A
good thing to always start off with is the reason for the call, the name and
function of your business, and any other helpful information.
- Don't BS. As the call itself is a sales call,
the main purpose is to gain the trust of the prospect.
- Be honest and as well-informed as possible.
Ask the right questions, and be prepared with answers!
- Phone Lists: Your phone lists must be updated
and maintained or you will be wasting many hours.
Setting the target market for
your business and striving to keep this data accurate can help increase your
success. In order for your business to maintain its professionalism, it is
important to always introduce a consistent business image to buyers and
subscribers, and also to make sure that whoever contacts the customers has an
adequate understanding of your products and their merits.