How to Be a Good Telemarketer

Connecting with Each Customer

Get to know the product. Before you start calling, spend some time reading all of your product materials. Memorize as many of the details as you can. Try to think about what questions a potential consumer might have about the product. If you get an actual physical product sample, use it or examine it closely. For example, if you are signing up people for a credit card, it’s a good idea to know the annual percentage rate and annual fees.

Reference your customer data database. If you have a computer screen that pulls up customer profiles, make good use of it. These screens will sometimes show a customer’s call history, service requests, or complaints. It will also include some general demographic or contact information. This database is just one way to get to know your customer better, so that you can anticipate their needs. Familiarize yourself with the database format. You want to know where each piece of information is on the screen, so that you won’t have to search for it mid-call. For example, if you are speaking with a customer of 10+ years, then they may appreciate you saying something about their product loyalty.

Speak clearly. If you are nervous, then you might speak much faster than you normally would. To avoid rushing, concentrate on carefully pronouncing each of your words. Make yourself pause after sentences to give the customer time to respond. If you are asked a question, take a few seconds before answering. This will make you seem confident and in control of the call, instead of flustered. If you find that many customers are asking you to repeat yourself, then this is another sign that you may be speaking too fast or unclearly.

Adhere to a blueprint script. Your company will usually provide you with a suggested calling script. It will offer suggestions for an attention-catching introduction, possible questions for mid-conversation, and how to close the deal. A good script will also address how to counter a customer’s concerns in an effective way. It’s important to use the script as a guide, not something that you simply memorize and repeat. Rehearsing and rereading your script many times will help you understand how to modify it to suit your personality and strengths. For instance, you may want to try out a closing method that’s worked for you in the past, instead of the one suggested in the script.

Sprinkle open-ended questions into the conversation. It’s easy for a customer to end a call if they don’t feel connected with you. Make them feel valued by asking questions about their customer experiences and choices. If they’ve bought a product before, ask how it worked out for them. If they have tried other brands, ask them why they haven’t tried yours yet. Stay away from questions that can be answered with a simple “yes” or “no.” These can make a caller feel as if they are being interrogated.

Give directions with signposting. A good telemarketing call should feel like a conversation that keeps moving forward to final destination of a sale. Letting the customer know what you’ll need from them a bit in advance can make them feel more in control of their decisions. It will also establish trust. Use phrases like, “in a moment” or “in a bit” to signpost where the conversation is headed. For example, you might say, “In a moment I will go over the final terms of the credit card.” This prepares your customer before you jump into a potentially longwinded explanation of terms.

Staying Positive

Keep up a friendly tone. Some telemarketers find it helpful to smile while they are talking with customers. This will usually make you sound friendly and more approachable right away. Aim for the same kind of tone you’d use with a friendly coworker. Use words and phrases that convey a positive message, such as, “great,” “perfect,” “of course,” and “my pleasure.”

Be polite when talking with assistants or other gatekeepers. If you are calling executives or other professionals, you’ll likely reach an assistant or secretary first. Use these opportunities to demonstrate your professional nature and friendliness. Go through an abbreviated version of your script with the gatekeeper, so that they’ll understand why you are calling and how they can help. For instance, instead of stating that you will call back at a certain time, ask the assistant, “When would be a good time for me to call back?” This lets them know that you value their opinion and time.

Don’t blame yourself for other people’s bad reactions. If you speak with a caller who is rude or angry, it’s a good idea to remind yourself that you are likely not the cause of their emotions. They might have had a bad day. It’s possible that they don’t like getting calls at a certain time. These are things that are out of your control. What you can do is move on from that call the minute the customer hangs up and start fresh with a new one. If a caller makes you feel uncomfortable or is particularly rude, there is nothing wrong with saying, “Thank you for your time” and ending the call.

Developing Your Skills

Learn from more experienced agents. If you are working in a call center, take advantage of the opportunity to see what calling techniques work for other people. Approach a more senior, or really successful, representative and ask if you can listen in to a few of their calls. Make notes about any tips or tricks that you notice. For instance, you might notice that your coworkers tend to ask their customers a lot of open-ended questions. This makes customers feel more comfortable and then tend to stay on the call longer.

Record yourself talking. Get a friend to go through a pretend phone call with you and record it. Or, put a real caller on speakerphone and record your conversation. Then, play back the call. Pay attention to the clarity and speed of your voice. Look for areas that you can improve on, like sounding friendly early on in the call.

Attend any training sessions. Most telemarketing companies will provide at least one online or in-person training period for all representatives. Go to as many of these sessions as you can, especially when you are first starting out. Write down your own notes to consult later. Ask any questions that come to mind. This sessions are also important because they often involve a practicing component. For example, you may get to work with a partner making calls.

Follow all legal regulations and laws. As part of your training, you’ll likely learn about the particular laws that apply to telemarketers in your location and sales area. Pay close attention to this information and reread the guidelines every few weeks. If you are concerned about a regulation impacts a particular call, put the customer on hold and ask your supervisor. For example, the Federal Trade Commission regulates much of what telemarketers can promise their customers. If you oversell the benefits of a particular product, then both you and your company could get into trouble.