With the recent substantial increase in fuel prices, many companies are looking to reduce sales team mileage by introducing more telesales campaigns as part of their sales activity. For many, even seasoned sales professionals, this is not always a welcomed process. In some organizations, the telesales process is gleefully given to customer service teams. However, without proper sales training on how to be professional in making cold telesales calls, this can be a disaster.
More often than not, the skills set of those working in a customer service capacity is one of reacting to customer requirements, answering customer questions and generally being reactive to the tune of the customer; only right and proper. However, in matters concerning telesales, the drivers are the reverse. Good telesales people are proactive, asking questions, hunting information, seeking opportunities. However, that said, the professional does it all without sounding as though they are.
The first thirty seconds are the most important of the entire call. If a telesales call is to be successful, it demands a solid opening statement which can generate interest in the listener – otherwise it will result in rejection of the telesales caller. It is important to establish earlier on what the value of the call might be to the listener, but this needs to be realistic and appropriate, nothing too clever or cryptic. It’s essential that before any telesales calls are made, the team look at the reasons why any potential buyer might want to be interrupted to take a telesales call. Know what will switch lights on and what will turn them off before you start the campaign.
Consider the words, the approach, the tone and most appropriately how you will demonstrate you are going to add value to someone’s day. Good telesales training programmes or telesales workshops are a must if telesales is to be taken seriously and generate orders and new business. Otherwise, it can be a pointless and de-motivating exercise which can be detrimental to good customer relations.
By Kasmin Cooney | Righttrack’s Managing Director