Bad telemarketing

Crazy, awful or just plain dishonest - the disgraceful world of mass telemarketing

If you took a survey of people and asked them what comes to mind when you mention the term 'telemarketing' you'd find a high proportion making comments such as this: "you mean those awful sales calls I get at home when I'm rushing round cooking the dinner? They always want to make an appointment to come and see us because they are 'in the area' and they don't care if I want it, need it, or in fact can afford it."

Top five things we don't like about telemarketing - and why

  1. The 'How are you?' lie. When through to a decision maker you have only a few seconds to gain interest.
  2. The 'We are in your are next week' lie. They may be, but it's better to make an appointment when the time is right for the buyer, not the seller
  3. Promoting things we can't buy. Make sure your prospect has a need, before you try to make an appointment.
  4. Poor quality calls. Badly informed, stilted, scripted; there is a company somewhere paying for that work, it could be you. A poorly presented call do your marketing image more harm than good.
  5. Ask questions that invite a 'no'. like 'did you receive our information' or 'would you be interested'; if you get a 'no' it is difficult to turn the conversation around.

Lies that some mass telemarketing companies tell

  • "We are in your area"
  • "You've won a raffle"
  • "You filled in a questionnaire"

Top seven things that they DON'T do that they SHOULD

  1. Be informative. Skill is needed to use the power of the phone well.
  2. Listen to what the decision maker is saying: having a whole conversation about making an appointment for, say, replacement soffits and fascias, without checking that you have a need for them is a waste of time. I get this all the time and my house doesn't have soffits or fascias.
  3. Be truthful. If you do get buying signals be truthful about what you can offer; don't make an appointment for training in Burton if you only offer courses in Japan.
  4. Ask relevant questions - in order to get a more in-depth conversation going. You can't do this with a fixed script and inexperienced callers.
  5. Develop good script guidelines. Impart information, listen to what is being said, determine if there is a need and what the timing is.
  6. Remain in control. Questions we can't answer can be turned to our advantage - if a decision-maker is asked questions they really need to be speaking to you, our client, so we'd make a provisional appointment, or an appointment for a telephone call.
  7. Be realistic. It's better to attend a few appointments in a month with companies who are ready to buy, than have lots of appointments because they've been talked into it.



© Business 2 Business Telemarketing Ltd (2009). All rights reserved.

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East and West Midlands Business Link