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Telemarketing is, of course, a challenge. You must create a favorable first impression in your initial approach. This means building trust should be your primary goal.

Sure, it’s a nerve-wracking process, especially because you have just a few fleeting moments to engage your prospects.

Yes, you’re calling to make sales. Again, you’ll greatly enhance your chances if you focus on building trust.

Here are eight tips:

1. Comply with the FTC rule on telemarketing

Know the Federal Trade Commission’s dos and don’ts.

2. Be prepared

Before you make your telephone call, do your research. Learn what you can about the company before calling.

Prepare a list of qualifying questions (see an explanation in No. 6).

In dialing for dollars, you’ll be better off if you work to create a relationship for repeat business. So quality trumps quantity. This also goes for one-time big-ticket sales.

3. Don’t approach the wrong person

Empathize about the person’s time and consideration. You don’t want to be considered a trivial interruption the person’s day.

Confirm you’re speaking to the right person for your objective.

4. Politely, be direct

When in doubt, ask the right open-ended questions to learn more about their situation.

5. Pique the person’s interest succinctly

In no more than two sentences, explain what you do — a value proposition or benefit statement — the value you provide. Be definitive. Don’t use uncertain phrases and words, such as “we could,” “hope” or “plan to.”

After your value proposition, avoid the possibility of an immediate objection by asking an open-ended question.

6. Be mindful of time — your prospect’s and yours

Once you’ve accomplished your objective in making the call, thank the person for talking with you, give your buyer’s remorse statement while making an appointment to talk again the following week.

7. Once you get a commitment for a second conversation and if feasible, ask more relevant questions

Working from your list of questions, pose your questions without sounding robotic.

If the person seems interested but is too busy at that moment to answer questions, empathize about their being busy. Suggest that you will e-mail them the questions, respectfully ask that they answer the questions before you call again.

In such an e-mail, indicate that you’ll be following up by telephone if they don’t get back to you. Also, let them know how you’re looking forward to the next phone appointment.

8. Your prospect should do 80 percent of the talking

This is not about your company, but the prospect’s welfare. Listen intently. If the prospect pauses, don’t panic. Let the person finish the thought and never interrupt or react to a statement.

From the Coach’s Corner, more sales tips:

6 Tips to Create New Sales with Successful Cold Calling — For most businesspeople in a lackluster economy, it’s important to create new opportunities with successful cold calling. Yes, it’s necessary to concentrate more efforts to create new sales. Attending mere networking events or depending on a high marketing budget aren’t sufficient for strong sales. OK, cold calling isn’t always easy, but you must if you want to dramatically increase sales in double-digit percentages. Develop and implement the right strategies. You’ll be in the all-important groove for a happy buying environment.

7 Tips for Strong Results in Setting B2B Appointments with CEOs — As every salesperson knows, face time with B2B prospects gives you a foundation for sales success.  Execution in the appointment-setting process is, of course, is key to being successful.

7 Steps to Become Great at Thinking on Your Feet — Have you ever been at a loss for words? For example, when asked a question, have you been tongue tied in a sales presentation, while speaking at an event, in negotiations, during an interview or a staff meeting? Getting tongue-tied is not a fun experience.

To Sell Ideas to Senior Executives, Tap into Their Emotions — If you want to persuade a senior executive, polish your soft skills. Whether you’re trying to sell your ideas to your CEO or you’re trying to sell to a key decision maker at another company, big data is important. But data isn’t the most important factor in persuading senior executives.

Is Your Company Underperforming in Marketing / Sales? Evaluate Your Culture — If you’re dissatisfied with your revenue, it’s time for an assessment of your culture’s operation. Why? Superior cultures drive business performance. Specifically, two key elements of culture – innovation and responsiveness – have a direct impact on your company’s sales success.

“Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that listening is the most important part of their job.” 

-Roy Bartell


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.