Telemarketing Software Featured Article

It's Not About Telemarketing Software - It's About the Delivery

January 13, 2014
By Susan J. Campbell - Telemarketing Software Contributing Editor

When it comes to an all-too critical conversation, it’s not uncommon to pick the perfect person to deliver the news. Perhaps it’s mom that needs to tell her son that the dog had to move to a farm, or grandpa needs to break the news to grandma that junior won’t be bringing the family home for the holidays. Whatever the message, the delivery itself can have a substantial outcome.

This is an all-too-common truth in the telemarketing software industry. The message itself is fine-tuned by a group of professionals who know exactly what the target customer needs to hear in the interaction. When that core message isn’t delivered correctly, however, it can have the opposite effect and a negative outcome.

A recent Business2Community article highlighted this very phenomenon and how difficult it is for the telemarketing expert to grasp the perfect sales pitch. Even with a flawless script full of information and valuable data, it can fall on deaf ears if not delivered correctly. When this happens, it’s not a case of improving the script, but instead revamping the approach.

Fortunately, the article also offers some insights into how to make a call using telemarketing software that much more effective. It’s important not to give the listener everything on the one call. Too much information only causes confusion, especially when it comes time to act. Instead, communicate the most persuasive pieces of information so they absorb only what they need to for motivation to set in.

In a B2B environment, it’s easy to get too focused on the figures. Business decisions are based on numbers related to revenue, manpower, client base, number of locations, number of years in business and more. Communicating all of this to a customer is not an effective way to close a deal, however. Figures can be impressive, but the customer or prospect needs to know why they matter to them. Do they produce outcomes? Do they improve their environment or their success? The prospect wants to know how this data improves their situation and lends value – this is what should be communicated.

Finally, don’t rely on the generic script if you don’t want generic outcomes. The script and offerings have to be applicable to the person on the other end of the line or they won’t care about what you have to say. Even the most advanced telemarketing software can’t right-fit the wrong solution, so be pointed in your efforts and make sure the offering fits the prospect.

This is also the key to ensure your agents aren’t offending people on the other end of the line. While we complain about telemarketing calls, the reality is we do want to be contacted about products or services we want. Therefore, the approach to delivery can make or break the sale. What’s the delivery worth to you?

Edited by Rory J. Thompson