When Telemarketers Pursue Qualified Leads They Should Not Spend Time Overcoming Objections

As we noted in the last post to this blog, outbound telemarketers working on generating leads for enterprise IT software should be equipped with call scripts that include a short presentation of specific product, or service, or integrated solutions very early in the call. Determining whether or not a contact is interested in a topic of conversation very early in the process of a call ensures that telemarketing activity will be very efficient.

Along the same lines, it makes sense for telemarketers to quickly pass over contacts who either express no interest in topics or products, or state that their needs in the target area are already being satisfied via other options. Keep in mind that the purpose of these telemarketing calls is to produce leads, not to close sales (neither do we think it makes sense to counter contact objections within the sales process, but we are not going to cover why sales personnel will do well to respect contact objections within a sales process, here). Therefore, including a purely directive question in the call script:

  • Would you like to hear further?

offers the contact an opportunity to cut the conversation short, which also frees the telemarketer to move on to other calls, which may prove more fruitful.

Probing the contact for more information to determine other areas of need does not make sense, unless the enterprise IT ISV has other products targeted to other common enterprise computing needs. Where this type of enterprise IT ISV has implemented a telemarketing process to generate useful leads, the call script should necessarily, be different. In this case it makes sense to include a bit of information on each of the products as well as the market need that each product is designed to address.

Once a contact has made it clear that he or she is not interested in the subject of the discussion the telemarketer should gracefully end the call and move on. It makes sense to schedule a follow up call to this type of contact approximately 3 months out. Enterprise organizations can make changes on a quarterly basis. Following Up on a quarterly basis ensures that information about prospects, and their employees, partners, consultants, etc. is adequately accurate to determine that opportunities to develop sales are not being missed.

If your business is enterprise IT software, but you lack the internal resources to determine whether your present promotional strategies are adequate, or not, you should work with a third party like IMB Enterprises, Inc. to ensure that you are on the right track.

Please either telephone us at +1 631-673-2929 or complete the contact us form on our web site. We will be happy to reach out to you to learn more about your needs.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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