Telemarketing Software Featured Article

If You're Using Telemarketing Software, Lose the Hard Sell

March 11, 2014
By Susan J. Campbell - Telemarketing Software Contributing Editor

If you’re a telemarketer and you’re accustomed to using the sales pitch to get the attention of the individual on the other end of the line, chances are you rely on a specific pitch to get you there. But how many times has the pitch gotten you disconnected instead? Do you find the canned speech is falling short? Are you looking instead to the power of solutions like telemarketing software?

There’s a reason why more and more marketers are heading in this direction. Customers, regardless of whether they are in a corporate environment or at home, don’t want the high-pressure sales pitch. Instead, they want someone they can trust to guide them through the purchasing process to the right solution. If you’re relying on the pitch, you’re going to miss the home run.

A recent Business2Community piece explored this concept, highlighting the challenge in high-tech sales to be effective without the sales pitch. The advice given is to know as much as possible about the prospect and the products offered. The key is to be able to right-match the prospect with the necessary products to fit their needs and not the other way around.

What’s important here is to remember that the tired sales pitch often falls short when it comes to getting people to return a phone call, engage in the conversation or respond to an email. The agent is often relying on telemarketing software to track activity. The level of sophistication that goes into that interaction should match that of the tools used to support the effort. That means the canned pitch is no longer applicable.

Gone are the days when the agent should start a speech on the first answer. The point is to start a conversation, not tell the recipient something they don’t care to hear. The sales environment is increasingly complex and even if the person on the other end of the line needs what you have to offer, they aren’t willing to listen to the same old lines. You have to introduce a solution to a problem they know they have and is causing them pain. To know what that problem is, you have to ask the right questions.

Even with the answers to the right questions, it’s important that you don’t push the prospect too far. This means listening to the cues they are sharing in the conversation and taking the interaction to the next level only when and where appropriate. If the conversation is going nowhere, an attempt to create a new direction will quickly go south.

Finally, there’s a reason why companies rely on telemarketing software – it lends considerable value to the conversation as it helps the agents to identify those leads most interested in what they have to offer. Companies like VanillaSoft spend considerable time perfecting their software so it meets the direct needs of the company in question. As a result, agents see the desired outcome and companies enjoy the positive payback on the software investment. 

Edited by Rory J. Thompson