THE NEVERLAND OF TELEMARKETING
Telemarketing is one of those weird areas in which there are thousands of theories and millions of experts. It's akin to advertising, where RESULTS never seem to have anything to do with whoever is rewarded for "the best" ad campaign.
Telemarketing is one of those weird areas in which there are thousands of theories and millions of experts. It's akin to advertising, where RESULTS never seem to have anything to do with whoever is rewarded for "the best" ad campaign.
Like the evaluation of telemarketing, also advertising is mainly judged by personal opinions and not hard evidence of results in returning the investment.
Advertising is often seen as a public relations activity. Something that is kept up just for general PR-reasons, for the sake of being recognised by the target audience, with little or no hope of actually receiving results that you could bank.
Another problem with telemarketing is the same as in any achievement; it is very difficult to FORESEE and imagine how much improvement there could be. It is easier to look into the past than the future, in other words. And there's NO shortage on people prophesizing the dogma of "the acceptance of the facts of life," which essentially means "you cannot expect much from this, so the best thing you can do for yourself is to be happy if you get ANY results, however little."
Particularly in telemarketing there are "experts" who have a vested interest in playing down the expectations of businesses and organizations on the part of RESULTS of the telemarketing work they offer.
They want to get paid for their WORK rather than results. So you have to pay so much for preparing the campaign, this much for each call, commit yourself to so and so period of time, and whatnot.
Results are few and far in-between. There's no research, no intelligence in the approach, it's all based on disinterested telemarketers stating obvious things to target group members who are trying to get rid of the caller.
"That's the way the cookie crumbles," say the experts.
Well... duhh!
If the approach causes instant rejection, then it needs to be planned again. You need to research the target group to be able to come off with something with which they absolutely agree, from the onset.
Advertising is often seen as a public relations activity. Something that is kept up just for general PR-reasons, for the sake of being recognised by the target audience, with little or no hope of actually receiving results that you could bank.
Another problem with telemarketing is the same as in any achievement; it is very difficult to FORESEE and imagine how much improvement there could be. It is easier to look into the past than the future, in other words. And there's NO shortage on people prophesizing the dogma of "the acceptance of the facts of life," which essentially means "you cannot expect much from this, so the best thing you can do for yourself is to be happy if you get ANY results, however little."
Particularly in telemarketing there are "experts" who have a vested interest in playing down the expectations of businesses and organizations on the part of RESULTS of the telemarketing work they offer.
They want to get paid for their WORK rather than results. So you have to pay so much for preparing the campaign, this much for each call, commit yourself to so and so period of time, and whatnot.
Results are few and far in-between. There's no research, no intelligence in the approach, it's all based on disinterested telemarketers stating obvious things to target group members who are trying to get rid of the caller.
"That's the way the cookie crumbles," say the experts.
Well... duhh!
If the approach causes instant rejection, then it needs to be planned again. You need to research the target group to be able to come off with something with which they absolutely agree, from the onset.
You need to find the way to detect actual interest from the common fear of being sold to. You need to find a method of giving birth to information in their minds the way they think was their own invention.
TELEMARKETING PROFESSIONALS?
I think the term "telemarketing professional" is really a misnomer in most cases. Telemarketing is not the act of being pushy, having the guts to bother people despite being rejected 98 times out of a hundred.
TELEMARKETING PROFESSIONALS?
I think the term "telemarketing professional" is really a misnomer in most cases. Telemarketing is not the act of being pushy, having the guts to bother people despite being rejected 98 times out of a hundred.
It is not a question of having a stickiness comparable to a rash, being able to pester people and just refuse to give up, regardless of whether the person in the other end is EVER likely to become a prospect.
Those things are not professionalism of telemarketing. They're at the very other end of the scale, if anything.
Telemarketing is all about being able to INTEREST the target person and define whether or not they NEED your service or not BEFORE you even suggest it to them. Telemarketing is about intelligence, planning the angle of approach and the script and the training and supervision of telemarketers in such a way that THEY WILL SUCCEED MORE THAN FAIL.
Telemarketing is about creating different PHASES in the approach, each with specific STEPS which increase your prospective client's awareness and interest just a little bit at a time. When the phases are correct, when there are enough steps (each low enough for the prospect to follow and climb higher), each step in correct sequence...
...then you start to obtain results. You also create an in-house telemarketing unit which outperforms ANY professional outfit ten to one!
INCREDIBLE VALUE OF A FUNCTIONING IN-HOUSE TELEMARKETING ACTIVITY
You CAN find a continuous flow of good quality prospects from which come enough clients monthly. But it requires clever planning and you need to do things right. You need to follow a formula of success, because the steps are FAR too many to be GUESSED by even the smartest person in the universe.
And you don't NEED to reinvent the wheel. The good news is that the way you create a successful in-house telemarketing unit (or drastically improve the results of an existing one) is all explained in the Professional B2B-sector Telemarketing Guide and available to you right now.
Please feel free to contact me if you have any questions.
Believe in being able to increase the flow of contacts, prospective clients and sales. You can DOUBLE it with a professionally planned telemarketing system.
The value of a well-functioning in-house telemarketing activity is just incredible.
http://telemarketingtips.info/telemarketing-guide.html
Those things are not professionalism of telemarketing. They're at the very other end of the scale, if anything.
Telemarketing is all about being able to INTEREST the target person and define whether or not they NEED your service or not BEFORE you even suggest it to them. Telemarketing is about intelligence, planning the angle of approach and the script and the training and supervision of telemarketers in such a way that THEY WILL SUCCEED MORE THAN FAIL.
Telemarketing is about creating different PHASES in the approach, each with specific STEPS which increase your prospective client's awareness and interest just a little bit at a time. When the phases are correct, when there are enough steps (each low enough for the prospect to follow and climb higher), each step in correct sequence...
...then you start to obtain results. You also create an in-house telemarketing unit which outperforms ANY professional outfit ten to one!
INCREDIBLE VALUE OF A FUNCTIONING IN-HOUSE TELEMARKETING ACTIVITY
You CAN find a continuous flow of good quality prospects from which come enough clients monthly. But it requires clever planning and you need to do things right. You need to follow a formula of success, because the steps are FAR too many to be GUESSED by even the smartest person in the universe.
And you don't NEED to reinvent the wheel. The good news is that the way you create a successful in-house telemarketing unit (or drastically improve the results of an existing one) is all explained in the Professional B2B-sector Telemarketing Guide and available to you right now.
Please feel free to contact me if you have any questions.
Believe in being able to increase the flow of contacts, prospective clients and sales. You can DOUBLE it with a professionally planned telemarketing system.
The value of a well-functioning in-house telemarketing activity is just incredible.
http://telemarketingtips.info/telemarketing-guide.html
