Telemarketing is of two kinds. Outbound and inbound. The process in which agents address the calls of customers so as to handle and solve the latter’s query and complaints is known as inbound telemarketing.

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There are many ways by which companies around the globe are trying to tap
maximum customers at their bay. Out of these, telemarketing is still the most
effective way to extend the reach of business.
Telemarketing is of two kinds. Outbound and inbound. The process in which
agents address the calls of customers so as to handle and solve the latter’s
query and complaints is known as inbound telemarketing.

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On the other hand, profitable outbound telemarketing companies are indulged in
reaching customers via outgoing calls so as to offer promotions, discounts, and
information on the product line.
We are now going to see the steps that will help you or a call center to implement
successful telemarketing strategy. Let's start:

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1. Scripts: Scripts are necessary for agents, but the expertise of calling professionals
also matter. In-house experts mostly fail to innovate the scripts as per the
requirement of the situation and hence fail in converting the ‘introduction’ part into
a ‘post-sale’ phase. A poor service experience can result in deterioration of your
company’s image.

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Agents should start by greeting the customer. A perfect example would be “Good
morning, this is (full name) from (company’s name) that deals in (product/service
line) to (prospect’s area).” Keep the customer engaged in the conversation. Take
short breaks but do not pause for more than 10 seconds.

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2. Reference: The call center agents always record the call while the communication
with the customer is going on. Also, information related to the customer interaction is
noted. So, if the customer is calling for a second time, make sure to go through the
history of previous conversations. This will provide you an insight into the caller’s
requirement and a pathway to approach accordingly.

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Request for Time: Agents of outbound telemarketing companies ensure to
show gratitude to the customers that pick their call. In case the customer is
occupied, ask him/her to call back in some appropriate period of time. It is
important for the agents to make it a statement rather than a question.
It may happen that the prospect clearly shows ‘no interest’ in your offer
instantaneously. In that case, agents should respect the prospect’s disinterest
and try to pitch other viable offers to the customers. If the caller sounds
optimistic, offer an acknowledgment as a response.

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As a skilled agent, make it a point to ask few questions to the prospect. The more
information you take the more strong your customer database becomes.
3. Purpose of call: 10-10-80 is a rule that applies to outbound calling. Agents should
always remember that 10 percent of the prospects or customers will straightaway say
no to whatever you are offering.
Along with this, there would be another 10 percent customers who would be saying
yes to your request. Although these customers agree, it is being considered as an
unreliable yes in terms of telemarketing.

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The remaining 80 percent are the prospects that expect the agents to exhibit their
skills and present the product/service in an innovative way. This clearly shows why
all agents do not have the same conversion rate. One thing that set apart a
competent agent from a not so good expert is the manner in which the message is
delivered. Being polite, and showing gratitude gives the agent an upper hand in the
whole interaction process.

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4. Probe: In this step, the agents put together 3 open-ended questions in front of
the potential customer. These questions are targeted to qualify the prospect,
identify his/her requirements and craft a vacuum for your offerings.

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5. The agents should create a need for products/services in the prospect’s
mind. In case, the prospect shows a positive response to the questions step
forward and complete the sales process, otherwise stop instantly.

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6. Next step would be getting a reaction and close the trial process. Look for
any sort of objections from the prospect’s side and if any exists, try to
understand the pain points and turn the tables in your favor.

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7. The last step would be the closure of appointment by taking a commitment
from the prospect. Post sales, it is agent’s responsibility to offer proper
assistance to the customers that help the business to maintain its brand image.

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