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Three Telemarketing Software Lessons Learned in the Realest of Real Life

September 14, 2010
By David Sims - Telemarketing Software Contributing Editor


Here are three lessons learned the h-a-r-d way, folks: When you’re making calls -- or training a telemarketing group in a call center making calls -- on behalf of a technology company, keep these three principles in mind:

Don’t ask for the person you think is the decision maker. Everyone is the decision maker.

Don’t limit your solution sale to what you think they need; that biases and limits possibility. Let them explore the full range of possibilities and you can sell them more.

At the front end of the buying journey, you don’t need to know a lot of detail about what you are selling. But you need to know the elements involved in their buying decision journey.

Those are complimentsof Sharon Drew Morgen, author of Selling with Integrity and other books. Here’s her real-life story of how she knows those to be true, excerpted from her own (much funnier) account:


She was on a training job when “John,” her trainee, made a call and asked for Lou, the person whose name appeared on the card. A woman answered. “Lou isn’t here. He’ll be back on Monday.” John said thanks, and hung up, assuming it was a secretary. “

Morgen redialed, and said “Hi. My name is Sharon Drew Morgen, and I’m calling from XYZ. I wonder if you’re seeking to add any new business software or accounting packages to the software that’s currently helping you with your business?”

“We better be or I’m getting a divorce on Wednesday,” the woman answered. She told Morgen their accounting person left last May, and “I said I’d take over the accounting job for a month – and that was 7 months ago. And I told Lou that if he didn’t hire someone by Wednesday, I was leaving him. Do you have an accounting package? Because if you do, I’ll buy it right now.”

“Yup,we do,” Morgen said. “But --”

“Excuse me one moment,” the woman said. “HEY LOU!?!? YOU JUST GET IN? PICK UP THE PHONE OVER THERE. YOU WANT TO SPEAK WITH THIS WOMAN. SHE’S GOING TO SAVE OUR MARRIAGE.”

Long story short, Lou and his wife bought 3 out of their 5 software packages. “And we saved their marriage,” Morgen noted.


David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Juliana Kenny



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