Dialing For Dollars

Too often viewed as slimy salespeople pitching shady deals over the phone, telemarketing programs often get a bad rap. But it doesn't have to be that way. Telemarketing, which simply refers to any type of selling or marketing by phone, is a powerful, profit-generating marketing tool that relies on person-to-person communication, according to Nadji Tehrani, publisher and editor in chief of Telemarketing magazine. Whether you make the calls yourself or have a telemarketing staff, Tehrani offers this expert advice for better results:

• Introduce yourself, telling the potential customer what company you're calling from and asking, "Is this a good time for me to speak with you?" Tehrani stresses the importance of being polite. The majority of sales are based on emotion, so if a customer dislikes your approach, you're probably not going to make a sale.
• Tell customers about your product or service in 30 seconds or less. Emphasize any introductory offers and the savings you offer over competitors.
• Ask questions to size up the customer. If you're selling cameras or accessories, for example, ask, "What kind of camera do you own?" This tells you whether to give the high-end presentation or confine your sales pitch to your company's lower-end products or services.
• Tell customers how your product or service will help them. Use language like, "I'd like to share with you a new technology that will improve productivity by 350 percent."
• If the customer is not ready to buy, ask, "Is there some reason you're not ready to buy?" Don't push, but don't give up. Say something like, "May I send you some information and call you next week?"
• Make sure customers know the deadline for taking advantage of the savings you're offering them.
• Send the customer a complimentary product or gift certificate. Customers who get this special treatment often have a hard time saying no.
• Realize you don't have to do it yourself. If an in-house telemarketing staff isn't an option, consider a telemarketing service agency--which will leave you free to concentrate on your business.

--Lynn Beresford