Aaron Wallis Sales Recruitment, 01908 764280,
More Sales Through Telemarketing
Table of Contents
2. What is
4. Types of
6. Further Information
Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 1
More Sales Through Telemarketing
Telemarketing is a great way for your
business to advertise your products and offer “Business-to-
One of the best ways to generate leads, set your services. It will involve professional business and
appointments and close more sales is through telemarketers or call centres making business-to-
telemarketing. Except for sales over the telephone calls to potential customers on consumer
Internet, most sales are made as the result of your behalf. Telemarketing allows you to talk telemarketing
a personal sales presentation at some point of with a prospect or customer without actually can be an
time. It makes sense that the more having to see them. With an expected rise in important part
presentations that a salesperson makes, the the use of video-conferencing in the next few of your
more likely it is that the sales he or she will years, “teleconferencing” (telemarketing via marketing
generate will increase. A telephone call is the the use of video-conferencing) may mean the mix, but only
equivalent of a "one-on-one" sales call, and end of all face-to-face selling as we know it if you realise it
considering that nearly all sales prospects today. is a
have a telephone, they are only a call away.
Business-to-business and business-to-
The systematic use of the telephone is one of technique that
consumer telemarketing can be an important
the fastest growing sales and marketing must be
part of your marketing mix, but only if you
strategies used in today’s fast moving and realise it is a sophisticated technique that carefully
competitive world. This rapid growth of must be carefully planned and executed. planned and
telemarketing, sometimes called “telephone executed.”
selling” has meant that marketeers from The telemarketing process involves six steps:
businesses of all sizes have looked at the
possible application of it in their Identify/qualify prospects
organisation. For example, many and plan the campaign
products/services are regularly sold over the
telephone, without previously having been
seen – examples are pest-control services,
Call prospects and arrange
magazine and other subscriptions, credit card appointments
memberships (particularly for a second
account holder), energy switching (electricity
and gas), health club memberships, double
glazing and timeshare (linked with a “you’ve Meet prospects
won a free holiday” message approach).
What is Handle objections and
Telemarketing can be defined as “marketing
by telephone”. It means using the telephone Make the sale
as the primary way to communicate with
prospective customers. One of the most
inexpensive ways to do business when
compared to direct mail and personal sales Follow up
visits, it offers a significant advantage over
these other two methods of marketing. The
objectives of telemarketing may be boiled Telemarketing facilitates one-to-one
down to four main ones: relationship marketing on a scale unrivalled
by any other medium. Computer systems and
Creating an awareness of a product or specific software programs which are
available to support telemarketing initiatives,
Order-taking via the telephone call – make the process of contacting prospective
either at the time or shortly afterwards.
customers both fast and cost-effective.
Conducting research into new or Advances in information technology in the
existing products or services – via what
last few years, means that research analyses
is called “marketing research”.
that previously might have taken weeks to
Setting up an appointment for a sales complete can now be achieved in a fraction
of that time and usually provide a
Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 2
More Sales Through Telemarketing
Telemarketing personnel are skilled and In situations where a business is unable
experienced professionals who employ to recruit and retain face-to-face sales
planned time scheduling and tracking personnel of sufficient calibre.
systems for outgoing telephone calls
requiring callbacks from customers or For any telemarketing/inside sales initiative
prospects. Whilst each market will vary, in to be successful, a number of ingredients are
general the best time for making business-to- needed. The most successful programmes are
business telemarketing calls are after 10am those that incorporate a number of marketing
and between 2 and 5pm except for Mondays tools – telemarketing works best when it is
and Friday afternoons which are regarded as used with other media. Telemarketing, like
bad times to try to make contact. direct mail, is most effective when used with
a well-defined target list. Unlike direct mail,
Remember that people do business with the script used over the telephone should be
people they know, trust and like. One of the short.
biggest challenges that a telemarketer faces is
establishing a rapport with a prospect. This is Remember that your aim in using the
much more difficult when you don't have the telephone is to gain a commitment from your
benefit of being face-to-face with your prospect or customer.
There is one downside - the reputation of
Telemarketing firms charge a variety of telemarketing has been somewhat tarnished
different ways, per hour, per contact, flat fee, by the unethical sales practices of some
and sometimes even a percentage of sales. companies – particularly those that
misleadingly suggest a market survey is
Telemarketing has many uses and is a being conducted rather than selling anything.
powerful tool in most successful businesses –
for example, it can be used for:
Customer surveys Effective
Product launch invitations
New product announcements Telemarketing
Telemarketing can be an effective way to
Sales campaigns introduce new products, conduct market
Seminar promotion and reservations research, obtain appointments to make a
Database cleansing and updating presentation, and to sell products. When you
Support for products and services plan these types of calls, consider using a
written script. Use scripts to:
Mailing and advertising
Help callers plan and control the
progress and contents of their calls
Customer care and retention
Guarantee consistency of results and
Lead generation the delivery of a standard message
Appointment setting Facilitate training and testing
Increasing your Internet business Encourage focus
Trade Show follow up
Post Sale follow up
Without a script, you risk repetition,
omissions, inconsistencies and poor quality.
Reader Response Card follow up
In this article, we will present the types of
scripts companies may want to develop and
Although telemarketing is a terrific way to
some basic guidelines for script writing.
increase sales, very few salespeople have
There are four basic types of scripts. The
learned how to use it to their best advantage.
complexity of the sales message determines
which type will best fit your needs:
It is particularly appropriate for:
verbatim, outline, guided or call-plan.
Straightforward repeat order taking
from existing customers. For details visit the Incredible English
Accounts which are too small to justify website at www.incredibleenglish.com.
a personal sales visit.
Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 3
More Sales Through Telemarketing
Whatever script you use, be sure to clearly An expectation that you will be
tell the customer up front who you are, what available when the customer calls –
your product or service will do for them, and irrespective of the time of day or night.
why they should buy from you and not your Often, inbound calls are taken by a call
Script-Writing Guidelines Outbound
Outbound telemarketing involves either you
Think visually or someone from your company or a
Encourage dialogue with the customer telemarketing firm calling the potential
Listen to the caller’s script suggestions client, usually with a prepared script for the
Continue to test and revise your script telemarketer to follow. Not all products or
services can be sold over by telephone –
Answer the first question in your
customer’s mind, “What’s in it for me?” some require a demonstration, or a personal
sales call. Telemarketers can set
Use short sentences
appointments, or qualify prospects for
Build empathy. (Ask with sincerity, follow-up by the sales team.
“How are you doing?”)
At the end of a call, always confirm the
order, or repeat the customer
Show concern for the customer first, United Kingdom
then position the sale
In 1999, UK regulations came into force
Provide pauses in the script legally requiring companies not to call
Use motivating language individuals whose numbers were listed on the
Script all warranties, payments, UK Telephone Preference Service.
guarantees, liability and regulatory Regulations for calling businesses followed.
information First, from 11 December 2003, businesses
Use the four Cs: clear, concise, are given an enforceable right to opt-out of
conversational, convincing receiving unsolicited marketing calls - “cold
Verify the customer’s name and calls” - which they can exercise by asking the
address twice (at the beginning and caller to cease making further marketing calls
end of the conversation) to a particular number or numbers. Secondly,
and with effect from 25 June 2004,
businesses are extended the right to prevent
Types of unwanted marketing calls by registering with
the corporate Telephone Preference Service
Telemarketing (TPS). The procedure to register for the
Inbound Telephone Preference Service is to call 0845
070 0707. (All calls are charged at a local
Inbound telemarketing is where you advertise
rate). Or visit www.tpsonline.org.uk to
your product or service and have a number
for interested persons to call – for example,
to place an order, to register an interest in a
Following the adoption of the
promotion or to obtain further information.
Telecommunications Data Protection
Inbound telemarketing involves marketing
Directive by the European Parliament in
your product or service in some other media.
1997, the Department of Trade & Industry
It offers the convenience of ordering or
(DTI) and the Office of Telecommunications
finding out more simply by telephoning a
(OFTEL) entered into a public consultation
number published in that media – for
period resulting in The Telecommunications
example, in a newspaper advert or on screen
(Data Protection and Privacy) Regulations
in a TV commercial. Inbound telemarketing
1999 which affect all telemarketers in the UK
has four requirements:
and came into force in May 1999. The
The publication of a telephone number Directive and Regulations are wide-ranging
for the customer to call.
in their scope and should be studied
Ease of calling – 0800 or other carefully, in their entirety, by UK
freephone numbers. telemarketers.
Availability of relevant and complete
information for the caller.
Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 4
More Sales Through Telemarketing
The Privacy and Electronic Communications The Telemarketing Sales Rule - This is
Regulations that came into force on 11 enforced by the Federal Trade
December 2003 extended some of these Commission (FTC). This laws deals
regulations to businesses. For more details mainly with fraud. Consumers must
see our publication IP679 – Cold Calling. convince the FTC or their state attorney
general. Consumers cannot take action
themselves unless more than $50,000
The Regulations: is lost due to fraud. Also see a list of
Provide a ban on sending unwanted consumer education pamphlets.
"junk" faxes to individuals;
Enable people to opt-out of receiving
unwanted direct marketing phone-calls
by registering, free of charge, their
name with a centralised list;
Enable companies to sign up to a
similar scheme to avoid receiving The Direct Marketing Association is the
"junk" faxes; trade organisation for companies in
Require marketers to offer a contact direct marketing in the UK.
address or freephone number so that www.dma.org.uk
people can contact them to ask to be The Telephone Preference Service, set
removed from their databases. up by the Direct Marketing Association
(UK) Limited (DMA), was originally
Companies and individuals who do not wish formed in 1995 as a voluntary self-
to receive unsolicited direct marketing faxes, regulatory mechanism to enable
consumers to opt-out of receiving
or unsolicited direct marketing phone calls, unsolicited sales and marketing calls.
are able to register with opt-out schemes, run OFTEL awarded the contract to the DMA
by the Direct Marketing Association to run the Telephone Preference
("DMA") appointed by OFTEL. Service (TPS) and Fax Preference
Service (FPS). www.tpsonline.org.uk
Stiff penalties may be levied against Junkbusters – an organisation providing
marketers who fail to comply with the worldwide information on unwanted
privacy intrusion and whose mission is
“is to free the world from junk
There are several US state laws which vary The Office of Fair Trading - a UK
depending on the state. The US has two Government Department with
major federal telemarketing laws: responsibilities for consumer protection.
The Telephone Consumer Protection Act
of 1991 - This is enforced by the UK Data Protection Registrar - a UK
Federal Communications Commission Government Department with
(FCC). This law allows consumers to responsibilities for data protection.
sue telemarketers directly for up to www.dataprotection.gov.uk/principl.ht
$1,500 per violation if the conditions of m
the law are met. The Call Centre Association (CCA) is the
professional body for the call and
contact centre industry in the UK.
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Aaron Wallis hopes that you have found this document useful. Aaron Wallis is a specialist sales and
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For more information call 01908 764280 or visit www.aaronwallis.co.uk
Aaron Wallis Sales Recruitment
Norfolk House (East)
499 Silbury Boulevard
Central Milton Keynes
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