Telemarketing: Preparation

Formulate an objective

Before you pick up the phone and start looking for leads, it’s important to prepare yourself thoroughly. Always start by setting your sights on the goal. What do you want to achieve? Setting a goal ensures that you’ll achieve better results faster.

Always set your goals using the SMART criteria. A SMART goal is specific, measurable, acceptable, realistic, and time-bound.

An example of a well-formulated SMART goal might be:
Today, I want to schedule at least 5 appointments with potential clients over the phone by 5:00 p.m.

A script is impersonal

Many telemarketers write a script and then read it out loud. We can’t stress this enough: ditch the script. A script is impersonal, and the message doesn’t come across as convincing. Do you find making calls nerve-wracking? Or are you still unsure of what to say? In that case, a script can certainly help. Just always keep in mind that a script is only meant to serve as a guide. Ultimately, you’ll get better results if you simply engage in a conversation with your target audience.

Check out the website

Are you working on a B2B campaign? Always start by checking out the website or social media channels of the company you’re going to call. What does the company do? What challenges might they be facing? Maybe you’ll spot some areas right away where you can help them. A quick scan is all it takes. The real issues often don’t come to light until during the conversation!

Find a contact person

Before you make the call, it’s a good idea to know who you’ll need to speak with. Are you looking for the person in charge of marketing, purchasing, or perhaps the owner? You can find plenty of information about this on the company’s website or social media. Larger companies often have a reception desk. To ensure you can be connected directly to the right person, it’s helpful to know a name. This makes the interaction much more personal and builds trust. The receptionist will connect you more quickly.

Think of an icebreaker

Then the moment arrives. You get the right person on the line and have their attention. To immediately build a connection and gain your target’s trust, it’s a good idea to throw in an icebreaker. A simple compliment about a completed project you came across online is enough. You can prepare this in advance, too, before you pick up the phone.