Telemarketing Software Featured Article

Can Call Monitoring Ensure the Successful Telemarketing Call?

October 14, 2013
By Susan J. Campbell - Telemarketing Software Contributing Editor

On a return trip back from a weekend at the lake not too long ago, I took a call from an individual at the university where my son is a freshman. The young man on the other end of the line was very engaging, personable, used my name and my son’s and got excited at every answer I gave him. In fact, he was so good at his job, I felt bad when I told him I wouldn’t be contributing to the Parents’ Fund.

This student was charged with completing a telemarketing call to several parents of freshmen students, seeking donations to help support initiatives around campus that are not included in the cost of tuition. Given that my husband and I are writing very large checks to cover that tuition, the thought of sending another penny for something that is not seemed like a ridiculous request. Of course the student tried to tug at my heartstrings by listing the services that are funded through the donation -- services any good mother would want for her son.

I don’t have the privilege of knowing what kind of tools this student had at his disposal to complete this particular call. I assume he had some sort of telemarketing software that fed him all the information on our family that he needed to make those personal connections. After all, it was this very information that allowed him to make a connection with me right away. So, by the time he got around to actually asking for money, it was almost as if he hadn’t.

Right away I could see that training had been applied for this young man and he obviously knew how to talk with parents, mothers especially, who may be concerned about their child being away from home. Wouldn’t I spend any amount of money to ensure his safety and that additional programs are readily available to him for the foreseeable future? This student didn’t realize he wasn’t talking to the typical parent. I actually believe a little tough living will be good for my son.

But there were definitely cues in the conversation that could be picked up in monitoring of the telemarketing interaction. For instance, he made a connection with me from the start, was friendly and professional and got me engaged in the conversation so I would be more likely to want to say yes when the big question came out. The recorded call could be used to train other telemarketing reps on the best ways to handle the call and the objections that came at the end.

Call monitoring is often used to track the efficiencies of the conversation, especially when telemarketing software is in the mix to measure the effectiveness of the campaign. In the scenario I described above, the agent had all the right tools to close the sale. He may not have been able to anticipate the characteristics I brought to the table that would shut down his positive momentum, but he ended the call with grace. For that reason, I would take a call from him again, even if I denied the request for money.

Edited by Rachel Ramsey