Improving your close rates in telemarketing


Improving your close rates in telemarketing

When it comes to raising awareness about what your business has to offer, even in today’s digital age, telephone communication continues to carve out a space in the the core of companies communication plans.


Telemarketing is also great for creating new business. That’s why call centres continue to thrive.


If you are looking to ramp up productivity in your call centre, quality leads and maintaining a positive closing rate should be among your top priorities.


Here’s What We’ll Cover:

  • The Place of Telemarketing in a Digital Age
  • Essentials to Telemarketing Success
  • Elements of a Successful Sales Team
  • Targeting Calls
  • The Art of the Close
  • The Place of Telemarketing in the Digital Age

In recent years the marketing industry has been undergoing a fundamental shift. In the past it was common for companies to rely on traditional marketing techniques. This includes direct mail, telephone calls, event activations and even going door to door. While these traditional marketing techniques continue, thanks to technology they are more often than not used in conjunction with new media tools to include email marketing, social media marketing and a plethora of plugins that have allowed for the automation of tasks that would typically require an entire marketing team.


Despite there being an increase in available areas to spend your marketing budget, telemarketing has remained an extremely viable option for both lead generation and raising awareness about your product or brand. While these benefits are nice, let’s be honest, your ultimate goal when it comes to business is to turn a profit, otherwise you won’t be around for very long. In the field of sales, the way you make money is by closing the deal. Therefore it makes sense to maximize the time and money spent on telemarketing on increasing closing rates.


While much of the marketing world has created massive budgets to focus on digital and social media marketing, it is important to keep in mind the highly effective lead generation tools that come with traditional telemarketing. In fact, only live events surpasses telemarketing when it comes to the ability to generate leads.


Essentials to Telemarketing Success


Just like everything else, becoming a telemarketing pro requires practice and training to hone your skills. Telemarketing is a challenging, yet rewarding career and requires persistence and an easy going personality. Those with strong closing rates in the telemarketing field earn good money and can have incredibly successful careers.


Here are some some essential strategies that will keep you developing your skills so you stay target in the closing process:


1. Remember The Power of Conversation


Skillful telemarketers understand the art of a conversation and human interactions. Telephone communication allows you to instantly gauge the level of interest in your business from a potential customer.


While every call may not convert into a sale, every customer interaction is ripe with a plethora of details. With the proper call recording software, every instant of customer contact can serve as a guide to improving a variety of aspects in business to include call centre training, customer interactions, marketing strategy and product or service development.


2. Boosting Credibility


Telemarketing is also a great way to establish rapport between your business and the public, particularly if it is used in conjunction with other marketing efforts like event activation. For instance, if you are a company that has a new photo app, it might be a good idea to have a booth at the local farmers market. Gather customers telephone numbers and enter them into your sales funnel. Having multiple touchpoints of contact boosts the credibility of your business priming the potential customer for your call.


3. Lead Generation


Using telemarketing for lead generation has proven its superiority when it comes targeting potential buyers. However, it is important to remember that generating any lead is not your goal. The quality of the leads come from create a database of people who fit the target demographic of your intended audience.


This strategy is key to ensuring that your telemarketing resources are converting to an increase in sales. Finding the balance between outbound and inbound lead generation is essential for call centre productivity.


Elements of a Successful Sales Team


From training to incentives, there are some tried and true tactics that can motivate your telemarketing sales team, thus resulting in increased closing rates and revenue generation. Keep in mind training should be on-going not a one off.


Here are some tips to get you started to prime your corporate environment for sales team success:


1.Modern Techniques


Telemarketing gained a bad rap with consumers due to the old-school salesperson mentality. Early telemarketers were taught to be pushy and to spin things. Today’s savvy buyers have pushed back. As they change their buying habits and what they look for in a brand, telemarketers too must adapt to modern techniques viewing themselves as an educator, not a salesman. A good telemarketer understands their job is to listen, identify challenges, and offer solutions.


2. Get Social


Getting social with your team is a great way to establish a thriving workplace, particularly when working with millennials. In fact, a recent survey found roughly 1 in 3 employees today is a millennial and by 2025 this group will compose 75 percent of all workers. Keeping in mind various elements and policies that attract this demographic is not only essential for retention, it also keeps the work environment fun.


3. Embrace Technology


Technology is rapidly changing so as a business it is crucial to stay up to date on the ways to use tech to increases agent productivity, ultimately resulting in higher closing rates. Using tech tools like e-learning allows telemarketers to train and strategise on way to make client calls most effective using real world examples from client interactions.


4. Key Performance Indicators


When it comes to ensuring your team of telemarketers are working effectively, avoid making sales goals the sole determining factor. KPI’s or key performance indicators are actionable items that promote the focus on the activities that define your entire sales process spanning from lead generation to wins.


KPI’s are designed to help organizations be successful on every level. If you notice that one area is slipping, you can track patterns and see where you need to make an adjustment. These reviews can take place daily monthly or even annually.


5. Put Wellness First


A recent study found that telemarketers tend to have higher divorce rates that other fields. That is why it is imperative that you ensure your telemarketing employees have access to some kind of wellness program. Ideas include access to a gym facility, yoga classes or even adding healthy options in the canteen.


Targeting Calls


Telemarketing still pretty much remains a numbers game. To drive real conversations and conversions, campaigns need to scale call volume and activity. But there’s more to monitoring volume than simply counting and adding up the number of calls made.


Telemarketing performance metrics help you uncover problem areas and rooms for improvement in your campaign. But keep in mind these numbers are only averages, summaries, and headline figures. They only tell you part of what’s going on. To really get the full story, you have to dig deeper into the components that make up your telemarketing strategy: the list, the script, the audience, the agents, and the calls themselves.


Effective telemarketing campaigns keep track of:


1.Calls per Hour


Effective telemarketing campaigns keep track of call metric. One example of this is tracking the average number of calls your telemarketing team makes per hour. In theory, high calls per hour means your employees have high productivity, but when it comes to improving your close rates, quality is superior to quantity. Other factors that play a role is that this is the average amount of time an agent or rep spends on each call. It’s good practice to keep calls under a specific number of minutes, but very low average talk times can indicate poor quality of conversations. To make meaningful comparisons, make sure you take factors like the length of the call script and admin work required.


2. Defining Lead Conversion


While most consider lead conversion to mean a sale, successful telemarketing teams and their leaders understand there is more to it than that. Not only can conversion mean gaining valuable insight into a potential customers behavior, it could also lead to them joining your email or traditional mailing list or attending an upcoming event. It is extremely important to clearly define the various elements of lead conversion with your telemarketing team.


3. Increase in Not Interested


Patterns in telemarketing can help your team leads identify areas for improvement. For instance, if you are have introduced a new script for an ongoing call campaign and you notice an uptick in “not interested” calls, perhaps your agents are not contacting the correct demographic.


Keeping track of the volume of uninterested can also uncover other trends, for instance perhaps agents have done an exceptional job of pre screening unqualified leads.


The Art of the Close


Telemarketing can be a thankless job, but one must never allow a rude customer to ruffle your feathers. Decorum is paramount, and when it comes to raising awareness about your brand or services, last impressions are just as important first impressions.


1. Politeness Goes A Long Way


Whether you close the deal or not, you must always thank the potential caller for their time. Remember they likely get a lot of calls and they could have just not answered at all. With sales, persistence is key and there are instances where it may take several months of calling to close a deal with a lead. All you have is the reputation you establish, so be polite no matter what.


2. Ask For the Sale


It might go without saying, but those who excel in telemarketing always ask for the sale before ending the call. The reason being it increases the closing rate. There are various techniques to take when you close from being direct or perhaps more casual and laid back. Whatever works for you, the take away is this: if you want to increase your close rates in telemarketing, you have to ask for the sale.


3. Use Confirming Questions


Objections are normal when it comes to telemarketing, it’s how you respond to them that could turn a potential sale into a not interested. Confirming questions help to alleviate the customers anxiety while leading them to the next area of your call script.


4. It’s More Than a Numbers Game


As previously mentioned, the quality of a call is far more important than the quantity. Instead of creating a work environment that treat telemarketing as a numbers game,try fostering a team that focuses on developing the skills that attract more leads and close more deals. For instance, being comfortable to assume the role of educator or listener as it is appropriate, having a clear voice, and being patient and polite above all else.


In Conclusion


The key to closing a sale is to help your potential customer understand how your product or service solves a problem while highlighting the benefits of their financial investment. Without closing, the call is really just a conversation.


If you are looking to ramp up productivity in your call centre, quality leads and maintaining a positive closing rate should be among your top priorities. Today we shared with you some strategies and techniques to improve your telemarketing close rates.


  • The Place of Telemarketing in a Digital Age
  • Elements of a Successful Sales Team
  • How to Qualify Leads
  • Targeting Calls
  • The Art of the Close


If you need support with your customer contact, let’s talk.