The Issue

With today’s modem-based auto-dialers, telemarketers can easily manage thousands of outbound calls in one shot. A handy device for call center operations or telemarketers working solo, with its flexibility in recording calls auto-dialers also work just fine with market research.

Basically, clicking the Dial button triggers a call to the next number on the calling list, so callers don’t have to do any dialing. A number of other bells and whistles are available, but once numbers are dialed, the telemarketer simply picks up the receiver to take the call…supposedly as the number is ringing!

What I Think

Supposedly, in these cases, is a very large and often misplaced assumption! Indeed, following almost every marketing call I bother answering are several seconds of dead air at the other end of the line. Those seconds are followed by a seemingly clueless voice at the other end sputtering: “Hello?…Hello?…Hello?”

My reply? “That’s what I said when I answered the phone. Where were you?”

CLICK! Though I seldom stick around for an explanation (I already know what it is), a few suggestions to loyal Issue of the Week readers whose bottom lines depend on telemarketing are in order.

As a small-business owner with an office at home, I was growing impatient with the number of discourteous, badly timed and unwanted marketing calls I was receiving, day and night, from every conceivable sort of salesperson. So, in self-defense, I stopped taking marketing calls. And I’m not alone.

What Can You Do? Today, the most effective marketers are those who can think on their feet…and that goes for front-line telemarketers as well as you front-office types. And some well-intended Awareness Training can work wonders…on all fronts!

Awareness Training?

Try This: Most telephone tracks provide canned responses to almost every situation. That’s counter productive, because memorized responses eliminate the need for thought. In sales, however, the unexpected always happens, and flexibility, listening and asking questions are key. If one idea bombs, try another!

In a consumer world inundated by Spam email, the telephone and other Culture Clutter, you must demonstrate that you are somehow superior in your field or fail to get prospective customers’ attention. And marketing–getting people’s attention in favorable ways–is the first step to sales.

Sales Must Be Earned. In today’s crowded, competitive marketplace, prospects will be looking at you as hard, if not harder, than you’re looking at them. Thus, sales must be earned, and the best way to do that is finding real reasons for people to do business with you. Manipulating them into submission is a non-starter.

• The Bad News is that people are growing tired of being bombarded by telemarketers with strobe-light personalities, but no manners or listening skills.
• The Good News is that they might not always like it, but most people will talk on the phone if (a) they have a good enough reason (it’s so much more interesting for the listener!), and (b) they recognize immediately that they’re speaking with a courteous, competent professional, not some boiler-room sharpshooter.

For Telemarketers Using Auto-Dialers: By assuming that auto-dial calls have already been answered when your telemarketer comes on the line, have them say: “Sorry for any delay ( Sir / Ma’am); I’m afraid it’s unavoidable. Is this ______? (Wait for a response) Am I reaching you at a good time, or should we reschedule?”

ALWAYS ask prospects if they have time to talk to you. This is just common courtesy. If not, say: “Sorry to trouble you. I can call back in 30 minutes, or tomorrow morning, if that would be better. Which would you prefer?”

Common courtesy alone will separate your telemarketers from most of the others operating today. Just have them get a specific time to call again when it’s convenient for your prospect.

You can bet this approach will be a first for many prospects. For example, AT&T telemarketers (who should know better) simply confirm the victim’s name and launch into a canned sales spiel. Compounding this rudeness, these calls invariably come during the dinner hour.

Another CLICK!

Talk about dumb marketing! It just proves that the miracle of technology is not so miraculous unless it is skillfully used.

Best of all, however (did you catch it?) with a specific time and reason to return the call, your telemarketers have a rare thing: An appointment under favorable circumstances!

What Do You Think?

Do you telemarket with an auto-dialer? Had many complaints about awkward pick-up delays from surly customers about your telemarketing crews (or vice versa)?  If so, why not give these Telemarketing Etiquette tips a try and then please let us know how they worked for you? We want to hear from you. Have you registered?

Bill Willard is a commercial freelance writer in Clearwater FL. A high-impact writer and editor for over 30 years, in addition to his byline pieces, Bill’s beat includes ghostwriting and editing for businesses of all types and sizes, professional practitioners and individuals. He is a www.thefreestyleentrepreneur.com Contributing Author.

Visit his Website: www.writergazette.com/WillardAssociates.shtml. Or contact him at billw15@tampabay.rr.com to sign up for his popular e-blogs, Daily Grin and Take Back America.

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