Hiring experienced telemarketers that know how to work the phones and qualify prospects is key to growing your business. But even the most prolific outbound telemarketers need to learn how to do things the way you want them done at your company. That’s where training comes in. Whether you hold short training sessions at your weekly team meeting or longer sessions once every few months, finding ways to make the sessions beneficial to your sales staff is vital to increasing sales.
If you provide a sales script to your telemarketers, walk them through the script during training sessions. Encourage your sales team to make the script fit their personality and style, pointing out specific, descriptive language that needs to stay in the script for accuracy and industry-specific reasons or legal concerns. For instance, if you sell healthcare products, the Federal Trade Commission puts restrictions on what you can and cannot claim about the product’s benefits. At sales meetings, ask about any objections prospective buyers have raised and discuss possible answers. After the meeting, provide updated scripts with the new objections and answers added to the list so telemarketers know how to respond.
During your sales training sessions, set aside time for the trainees to practice their sales scripts out loud with each other. This helps your salesmen use natural inflections as they refer to the script while moving through sales calls. Another way to give your sales staff more experience getting comfortable with the sales spiel is to create scenarios where customers make objections to buying. Encourage your team to share ideas on how to convince the prospect to overcome their concerns, and use the best answers as part of your revised sales script. Then ask the telemarketers to practice working with each other on moving potential buyers from their objections back to the sales script or towards the close.
Learn to Listen
Teach your sales staff the fine art of listening. Learning to listen helps build rapport with prospects while the telemarketer gathers lots of information they can use to point out the benefits of the product or service. Your team can also use the information to overcome objections and to convince prospects that you have the solution to their problem. Help your team overcome their nervousness at making telemarketing calls and the common habit of continuously talking during the call by teaching them to ask questions and then listen while the prospect talks about their challenges or problems.
Some people are born telemarketers, but if they do not know all of the ins and outs of your specific products or services, they may falter when convincing prospects to take the next step. Include training that focuses on all of the features and benefits of your company’s offerings, and provide handouts with the information you cover during the session. Also, discuss the pain points your target market experiences, and then explain how your product or service resolves these problems.
Your telemarketers may know how to use the sales script to move the call along, but closing the call is a skill to master. Explain that the key to successful closings means keeping the goal of the call in mind constantly, such as setting an appointment, adding prospects to your marketing list or getting them to commit to a purchase on the phone. Show them how and why to use the sales script to close. For instance, if the objective is to make an appointment, suggesting two times to meet — rather than asking the prospect when they’re available to meet — is a more effective way to successfully close the call.