Guerrilla Marketing

by Debra Kahn Schofield

When you hear the word "telemarketing", do you think of annoying dinner time calls from people selling newspaper subscriptions or long distance services? Recently "telemarketing" has become a dirty word. Your business however, probably relies on selling at least some of your products and services over the telephone.

Telephone sales, or telemarketing, is an effective system for introducing a company to a prospect and setting up appointments. After a sales call, a telephone follow up may close the sale. The telephone is a great tool for offering new or additional products to existing customers. You can expand of your sales territory as the phone allows you to call local, national and even global prospects.

Guerrillas know that the modern telemarketer has to cut through more "communication clutter" than ever before. Not only are you competing with other telemarketers, but also with direct mail, print and broadcast advertising. You can't hide behind glossy brochures. Prospects can't see the car you're driving or the snazzy new suit you're wearing. You have only your words and your tone of voice to convey your message.

Of course, telemarketing is not your entire sales, but it is an essential weapon in your sales arsenal. And success in closing sales over the telephone is contingent on finding qualified prospects to call. There are distinct benefits and disadvantages to selling by telephone. We've outlined a few of them below:

Advantages of Telemarketing

• Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls.
• You can provide a quick and personal response to prospect's questions and concerns during the sales process.
• Improved relationship marketing. The phone is a great tool for maintaining contact with existing customers, and introducing new products to them.

Disadvantages of Telemarketing:

• Overcoming the bad image that telemarketing has due to unscrupulous salespeople.
• Mailing lists of prospective customers are costly and often contain a number of unqualified prospects.
• You may expend a lot of time and energy just getting through to busy prospects.

Telemarketing Tips

Be Prepared
Because you have just a few seconds to capture the prospect's interest over the phone, you should be well prepared. Since you are using your voice to convey your honesty, sincerity and professionalism, be focused and relaxed. Even if you get a rude response, remain courteous and professional. If you are dressed professionally and have an orderly work space, you will sound more organized and competent to the prospect.

Practice
Some salespeople practice their sales routine on low-probability prospects. This is disrespectful and could backfire. It's better to role play with a friend or co-worker if you need to, or just have an imaginary conversation to warm up. A script is a great way to maintain focus. Write the script using your own words and phrasing. If you improvise, you'll appear more natural.

Follow Up
Always send introductory or follow-up letters, product brochures or other marketing materials. Be sure to offer product information sheets by fax or email. End calls quickly, but politely, when it is obvious that a prospect is either not qualified for your product or is not going to buy. Your time on the phone is precious. Spend it selling!