Here in Kuwait, while 70% of the big and medium-size companies mix between Marketing & Sales; their knowledge of telemarketing is still negligible. As you mentioned; whenever they are advised to do telemarketing they recruit starters with no background about the product or service, no experience in the telemarketing field along with database lists to start calling people.
In fact the main issue that Telemarketing supervisors or managers are ignoring is the objection by people receiving those calls. Usually as an individual I hate to suddenly receive a call from someone who starts talking about a product or a service (non-stop) leaving no time for me to respond, inquire or even breathe.
It is the responsibility of those Telemarketing Managers to study their market, its needs, demographics & psychographics before launching any telemarketing campaign targeting arbitrary databases and telephone numbers.
In certain communities, people give a big respect to their privacy, by suddenly attacking their phone numbers, popping up with an endless speech about a service that by chance they are already getting; is very annoying.
To avoid this, Telemarketers should work professionally, probing the market for the best information which leads to the following;
1. Specifying correct target segment
2. Knowing target values
3. Understanding Target needs
4. Addressing those needs and values on the phone
One important thing should be taken into consideration with the vast spread of mobile phones in the market, is the communication costs, especially if calling from a Telemarketer base-phone to a mobile phone. People always do not like to be charged for a call that you make to introduce your product or service, so when calling a mobile phone always try to reach it through another mobile phone.
A telemarketer should take into considerations that not all times are good for calling, people who are used for a siesta or even for a late morning wakeup could be irritated by such calls that disturb their habit.
Bottom-line; telemarketing has conditions and requirements to be fulfilled, before and during the communications, telemarketers should follow those conditions and work within the frame. The future of telemarketing stands good and prediction are even better.
6th September 2005 From Kuwait , Kuwait
last post , we looked at the problems affecting telemarketing & ended with the thopught that There is a need for an urgent change about telemarketing.
Change in the mindset of the organization
Change in the mindset of the telemarketer about the profession
Which can bring about the change in the mindset of the prospect about telemarketing.
1. Change in the mindset of the organization
Any organization which is serious of geting results from telemarketing must look at changing the way they approach telemarketing.
For a start , look at it as a long term activity .dont judge the results after a brief foray.
Bring professionalizm in your approach. Select individuals with a flair or passion for selling & talking on the phone. Add a sense of security in their jobs. Most telemarketers are taken on contract & they always feel that they may be axed any day. this 'damocles sword' on their heads doesn't help in generating any sales.
Don't look at telemarketers as 'use & throw' items. Invest in training the telemarketers to develop professional phone skills, selling skills & pride in their job. These are some mindset changes companies should make.
2. Change in the mindset of the telemarketer about the profession
This is for the individual geting into telemarketing. First ask yourself,' why am i getting into this?' Is this a 'stop- gap' job?
dont get into telemarketing if you dont love talking on the phone, love selling & love challenges. If you thought telemarketing was a 'safe job where i dont have to sweat it out on the field' ,think again. telemarketing is every bit as challenging if not more than direct field sales. you've got to produce results.
And yes, there is a future in telemarketing. you can move up the ladder as team leader, mentor, coach & trainer.
About your aproach to prospects:- Don't treat the prospect as a money pot that you have to grab some from. The prospect is as smart or as stupid as you. this means that if you think that you can con someone over the phone, then you have a short career as a telemarketer. learn professional telemarketing skills, learn to develop rapport over the phone ( harder than face to face )
3. Change in the mindset of the prospect about telemarketing.
If the above two changes happen, then there is hope for change in the customer's mindset. he wil welcome the telemarketer as a professional who is there to help him/ her satisfy needs by helping to purchase a product or service AND save time too.
Sounds Utopian? Nah! It takes great effort , but it's possible if the company & the telemarketer are willing.
we'll look at helping efect the change in the next post.
* for focused telemarketing training ,call greatscope.*
13th September 2005 From India , Mumbai