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The Sales Director’s Guide To Telemarketing

The Sales Director’s Guide To Telemarketing

When should you use telemarketing?

Telemarketing is helpful if you’re working with sales teams or sales people who don’t pick up the phone enough. It also helps if you’re finding that the leads you’re receiving are not well qualified enough or are prone to disappearing into a “black hole”, in the pipeline one week and gone the next with no conclusive outcome.

What does telemarketing do?

Telemarketing is useful for a number of things, to pre-qualify leads, to keep the pot boiling over longer sales cycles and to build relationships over time. It’s all down to approach. Proper qualification is achieved over 3-9 calls and typically a sales person will only make 3. Increasing the quantity of contacts through telemarketing will unearth more and better qualified opportunities. Qualification is discovering whether a prospect actually wants a particular solution or they don’t, it’s not getting a request to “send more information”.

How do you manage telemarketing?

The first step is to ensure you have a robust process in place for true qualification. If you haven’t built this lead generation machine properly, it will always lead to frustration on both sides. Secondly, set clear objectives and talk to the team lead about their plans to achieve those objectives.

You don’t need to micromanage or insist on a set number of calls to the exclusion of all else. It’s about balancing quality and quantity. And if the leads aren’t coming in, understanding why and what support your telemarketing team needs from you. Collaboration and a good working environment are far more effective tactics than straight pressure.

What are the top mistakes when managing telemarketing?

There are three major mistakes we see time and time again when it comes to the management of telemarketing campaigns:

    1. A lack of clear direction, with teams being told to “get some leads in” and then left to it.
    2. Not keeping a close eye on the campaign when it is in progress, so not catching and fixing issues fast enough.
    3. Shortcuts being taken on hiring, training and process adherence, leading to poor results.

How to hire a great telemarketer

To hire a great telemarketer, you first need to understand what it takes to be one, generally and in your organisation in particular. You need to be able to have a list of behaviours and values that will make the new hire a great fit for the role and the business. These might include integrity, honesty, a passion for the work, communications skills and objection handling.

It’s not enough just to have the candidate say they are and can do these things. You need to give them the opportunity to demonstrate it to you, either through examples of how they’ve displayed your required behaviours in the past, or through on the spot role play. A great telemarketer will be able to think on their feet and give specific examples, wishy washy answers and persistent failures and mistakes during role play are immediate red flags.

What’s the key to successful telemarketing?

Making telemarketing work is relatively simple, as explained in this guide. But great telemarketing campaigns stem from consistently doing all of the things we’ve talked about here. Just knowing them is not enough, you need to put them into practice day in, day out. You earned your sales director role because of what you did previously, if your telemarketing isn’t working as it should, it’s time to ask yourself whether you’re still doing all those critical things as diligently now as you did then.

What’s the difference between in-house and outsourced telemarketing?

In order to run telemarketing successfully in-house you need to have the time, skills and resources to implement and consistently operate according to the recommendations in this guide. You also have to be prepared to either craft an appealing career track for your telemarketers, or face the reality of staff churn that is likely to be a feature of this mode of operation.

When you outsource, you need to do your due diligence in the same way as you would when hiring internally, but much of the rest of the responsibilities are lifted from your shoulders. This makes it a good option for time poor sales directors and those who are struggling to make telemarketing work well in-house.

Need more help?

We’d love to have a chat with you about how you can make telemarketing work better to meet your sales targets. Get in touch today to arrange a call.