Telecalls are generally annoying for customers. And yet, when it comes to conversions, few sales techniques are as effective as direct phone calls to prospects. Any seasoned marketer will tell you that the problem is not with the technique, but with the implementation.
Before you allow your staff to embark on a telemarketing campaign, you need to brainstorm with them on all aspects of the project and work diligently to eliminate all possible problems. Here are a few key nodes you need to brush up your strategy for:
1. Effective Phone Call Blueprint
If you are confusing call blueprint with the script, don’t make that mistake. A script is an array of questions and phrases for the caller to use when talking to the prospect. The only problem is, sticking to a script sometimes breaks the natural flow of conversation.
A blueprint approach, on the other hand, provides your agents a call structure with nodes along the route. It requires the agent to plan the call, develop clear call objectives, know what they are selling, have a clear idea of the customers’ requirements, and helps them keep their composure if the call hasn’t gone as expected.
Nodes of a blueprint include:
- An engaging introduction to spark customer interest.
- Discussing prospects’ challenges and issues to carry the conversation in the direction you intend.
- Summarising customers’ requirements to indicate that the agent has precisely understood their problem.
- Ensuring that the solution you offer is in sync with customers’ needs.
- Handling questions effectively.
- Summarising the process after the call.
2. Measurement and Feedback
Continuous measurement of the effectiveness of phone calls and feedback to the agents is required to keep the campaign on track. Ensure that the feedback is not a distorted mix of contradictory messages and past results. In telemarketing, it is hard to connect the results of today with those of tomorrow. Faulty feedback is a major reason for employees’ failure in learning.
Accurate measurements will ensure vital feedback loops to keep agents, and subsequently the organisation, moving towards the goal. You are able to determine whether all expenses in training, experimentation, and process management are bringing results. Moreover, feedback is a continuous process to ensure that the method followed is undergoing a positive change.
3. Incentivise Good Performance
Telecalling is a difficult activity, requiring constant interaction with prospects and supervisors. It is about conversions, so pressure is high on callers to convince customers to purchase your products and services. In this scenario, rewarding your employees for good performance will encourage them to do their job better in a challenging environment.
Putting in place a fair and effective incentive programme requires a deep insight into the work your callers are doing. It will help you retain talent and boost workplace morale. You may reward your employees in a number of ways through cash as well as non-cash incentives.
4. Signposting for Controlling the Call
You can use the ‘in a moment’ technique, also called posting, to give the prospects a heads up regarding the next action. It will help prevent awkward situations during the telecalling. For instance, an agent may advise a prospect that they would share with the prospect a reference number and that the prospect might need a pen and paper to note down the information. Tipping prospects beforehand about the process will prevent a situation where the customer is abruptly putting the interaction on hold and running helter-skelter in their home, looking for things.
Signposting will also help you draw down your average handling time (AHT). As statistics reveal, signposting may result in up to 20% hike in contact centre productivity. Not bad if you are able to improve performance with a minor tweak in your strategy!
5. Use of Empathy
Sharing empathy with your customers has a direct correlation with productivity. Empathetically connecting with the prospect will enable agents to get the gist of the issue much quicker as they are able to build trust naturally. This approach encourages customers to share their needs with the agent more openly.
Some ways to make the calls more empathetic is by using personal pronouns, active verbs, and contractions. Advise your callers to use ‘thanks’ instead of ‘thank you’; ‘hi’ in place of ‘hello’; and ‘enjoy the rest of your day’ rather than ‘goodbye’. Callers should reassure the prospects of the value of their products and services and convince the customers of their ability to solve the problem.
Ensuring Better Outcomes
The above tips will help your telesales agents become more productive and propel your enterprise towards success. A few changes in your telemarketing strategy can ensure better outcomes and make a large difference to your phone marketing campaign.
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