Telemarketing Software Featured Article

Sales Reps Can't Afford to Make a Weak Opening Statement

May 23, 2017
By Laura Stotler - Telemarketing Software Contributing Editor

I get a lot of telemarketing calls on my cell phone and I’m not going to lie, I usually don’t answer calls coming from an unfamiliar number. On the rare occasions when I do, however, it’s usually because the call is from a somewhat familiar local number. And often, someone is calling to try to get me to donate money or help out a local organization or charity. Which is fine by me and even welcome in some instances.

One of the most annoying things that can happen when I do pick up one of those calls, though, is to hear silence. After a few seconds of silence I will typically hang up, and the caller has lost their chance to reach me. Another annoyance, on those rare occasions when I do pick up a call from an unknown number, is if the telemarketer then stumbles over their pitch and sounds ill prepared and just plain unconvincing.

The reality in today’s telemarketing world is that representatives have an increasingly small window to reach an actual live person, and that window should never be wasted for any reason. According to a recent blog post from CRM and inside sales specialists VanillaSoft, the opening statement is one of the most important components of a telemarketing call, and should be consistently strong and snappy. A weak opening statement could mean that one of those exceedingly rare and valuable live customer connections has been wasted.

Generic opening statements are particularly annoying, and, coupled with a flat and less than enthusiastic tone, can shut done a call before an actual pitch has been made. Sales representatives need to be prepared when a call is connected and that means having a strong opening statement at the ready to engage prospects and customers from the get go. Outlining the purpose and objective of the call in a clear but friendly manner instead of reading a weak statement from a script will go a long way toward engaging and piquing the interest of prospects.

Another important component of the strong opening statement is to mention what will happen at the “end of the call.” This gives the customer a clear picture of the purpose and approximate length of the call and what the sales representative hopes to achieve. And it gives the representative better control over the content and duration of the call, with a positive resolution in sight.

Considering the escalating number of drop rates in the telemarketing industry, sales representatives simply can’t afford to employ a weak opening statement. By being prepared and having a strong and engaging opening line at the ready, reps can ensure their customers stay on the line and take the time to listen and appreciate the value of what they are saying and selling.

Edited by Alicia Young