The Barrow Boys Of The Marketing Industry

A few months ago, I had a very interesting conversation with another hugely experienced telemarketer and we were discussing the reputation of telemarketers.

We both agreed that telemarketers and telemarketing companies don’t always get the best press – and unfortunately, some people in the industry don’t exactly go all out to cover themselves in glory.

Whilst we were talking, we came up with the idea that telemarketers are seen as the barrow boys of the marketing industry – you know, gift of the gab, little bit cheeky, always selling you something.

Sadly, the industry is only to blame for this. After all, how often have you or someone you know, had a negative experience with a telemarketing company.

As I see it, the problems start when the client approaches a telemarketing company with their requirement and the telemarketing company fails to manage the client’s expectations.

I cannot emphasise enough, the importance of being realistic about what can be achieved on the telephone.

It is not a quick fix. It is not a silver bullet and it is certainly not a magic wand.

When I am calling, I have to go through a lot of prospects to get to the appointments or leads – I don’t have a magical tree at the bottom of my garden where I can pluck hot leads from.

Here’s an example:

Client goes to a telemarketing company and says that they need X appointments per week.

Telemarketing company says “Yes, we can do that. It will cost you this amount. When can we start?”

I’ve got no problem with the fact that people need to set targets but, rather than focusing on what WE need, let’s focus on what the prospect needs.

Going back to our example, said telemarketing company starts calling and manages to set a few more appointments than the client wanted.

Client is delighted until they go out on the appointments and is told that:

“I told the caller I wasn’t really in the market for 12 months”
“The caller said you’d only need 5 minutes”
“We’re really happy with our current provider but happy to see your brochure”

The net result, is that the client will most likely not continue with the calling and worse still, will form an opinion that telemarketing hasn’t worked for them.

This could all have been avoided by the telemarketing company being realistic and honest about what is achievable.
My approach is to tell the client how difficult it is to find business on the telephone – I want them to appreciate that it is not a quick fix and that I don’t use clever NLP techniques to get them appointments.

A good telemarketer will build rapport and by doing so, will identify short, medium and long term prospects.

If you want to find out how I can help your business, please get in touch.