1. Thou shalt cover thy database. Your database is constantly changing and must be reached many times to be fully informed about what you have to sell. For most prospects and services, it takes at least 10 conscious 'product impressions' to take a prospect from ignorance to an informed buying decisions.
2. Thou shalt prioritize thy calls. Morning hours are usually the best sales hours. Prospects are fresh, easier to reach, and not bogged down by the day's projects. A successful morning makes the rest of the day a breeze.
3. Thou shalt identify thyself clearly. A forthright and complete identification of yourself, your company, and the reason for your call is required before a prospect will give you permission to take up any of his time.
4. Thou shalt get to the point. Your 'headline' (interest-creating comment or question) must be brief, compelling, and nonthreatening for you to get permission to take up more of your prospect's time.
5. Thou shalt reduce call tension. The moment a prospect picks up the phone and finds out you are a salesman, he is anticipating the moment when you will ask him to part with his money. This creates 'call tension.' Identifying yourself clearly and getting to the point will help, but superb listening and communication skills also are required to ease the tension. Listening takes practice-listen to successful salespeople, and have them listen to you.
6. Thou shalt allow the customer to do some of the work. The best salespeople say the least, yet do the most by getting the prospect involved in his own education. By asking very focused questions, they allow the customer to do most of the talking, which reveals his interest and/or objections.
7. Thou shalt ask for the order. Nine out of 10 telemarketers are afraid to close, and with good reason; it makes or breaks the sale, at least at that moment. Remember that a University of Notre Dame study showed that 50% of all sales occur after a fifth closing attempt.
8. Thou shalt take 'no' for an answer. The No. 1 complaint of telemarketing prospects is that salespeople will not take 'no' for an answer. Instead, telemarketers press, thinking that only by overcoming objections will a sale be made. Be sensitive-use your communicative and intuitive skills to get a 'yes,' but if you are unable to intrigue the prospect today, wait and sell another day.
9. Thou shalt automate thy paperwork. Since telemarketing is intense and is punctuated by frequent interruptions between calls, it is imperative that you reduce your paperwork drudgery to a minimum. Standardize your letters, faxes, and proposals, then customize them as the need arises. Have office supplies within easy reach. Cultivate your support staff. Let your hardware and software handle repetitive tasks.
10. Thou shalt follow through. You are fully responsible for all communication with your customers. Call regularly. Call when you say you will call. Write when you say you will write. Send thank-you cards to customers. Ask for referrals. Handle problems now.
Source: Outbound Resources, Inc., Van Nuys, CA.