Make that call: Communicating effectively

Make that call - Communicating effectively

The maxim "people buy - people first" probably applies more patently to telephone marketing and sales calls than any other form of interaction.

In the absence of other information we have only the voice, and the words used to conjure up a mental picture of the speaker. Therefore, it's important for everyone involved in telemarketing to know how to approach potential customers positively, and to create a good impression of themselves and the company they represent.

The tools of the effective telemarketer are the voice, and the words used. These two key elements conjure up a picture in the recipient's mind of the caller, which will be either positive, or negative towards the caller.

Therefore, the main things to concentrate on are the voice itself, and the actual words and sentence construction used.

Pace
The telephone tends to exaggerate the rate of speech; so it is advisable to talk at a slower pace than normal. As the listener may be hearing the voice of the caller for the first time, the listener needs time to adjust to the tone and pitch of the caller.

Speaking too rapidly will make it difficult for the listener to take in the message, which can lead to misunderstandings and irritation creating a negative attitude towards the caller.

Similarly, speaking too slowly can also be annoying to the listener, so aim for about 150 words a minute, which is a good average. Don't try to deliberately change your natural speaking voice, or you run the risk of sounding insincere and artificial. A regional accent need not be a drawback so long as the voice is clear and easy to understand.

Use a recording device and listen to your own voice: do you sound clear and confident? Work from a short script. A thirty-minute practice session will improve your delivery, and show up areas that may need attention. Just keep in mind: speak normally, but just a little more slowly than usual.

Pitch
The pitch of a voice indicates the state of mind of the speaker. When a person is excited, angry or impatient the pitch rises. If a person is tired, bored or apprehensive the voice can deepen to a monotone. The telephone tends to exaggerate these inflexions so keep emotionally "tuned in" to a positive approach.

Emphasis
Interest and understanding can be greatly enhanced by the words we use. Whenever possible use short simple words, even if the subject is complex. Don't create unnecessary barriers between you and the listener. Give some time and thought to compile a list of key phrases and sentences you will use in your conversation to convey a positive picture in the mind of the listener.

Describe how your product or service is currently bringing benefits to users. Finish each sentence strongly don't taper off to a whisper which shows lack of confidence and direction.

Listening
A good telemarketer will also be a good listener, and should certainly use the ears in at least the same proportion as the mouth. Active listening is the key to finding out exactly what customer requirements are. Many sales opportunities are missed through only half listening and filling in the gaps with assumptions. Letting the other person speak uninterruptedly is not only courteous, but will produce benefits.

Don't let your mind wander while listening; you must always pay close attention to what the speaker is saying. Don't get caught out if the speaker goes off the point and loses his thread only to ask you - "what was I talking about?" - if you can't immediately put the conversation back on track you're in trouble.

Write down what answers were given to leading questions. This will indicate if you are asking the right questions. Note the attitude of the speaker was it: friendly? impatient? relaxed? This will be useful information for any follow-up call. And don't be afraid to check spellings.

Of course, every call you make will not result in a positive or even satisfactory outcome. More often than not, the person you had intended speaking to will not be available. However, this does not prevent you from validating the contacts name and business address for future reference.

Tabtex: Technical & Business Text
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