PrintIT Reseller - issue 49

01732 759725 28 TELEMARKETING Telemarketing employee, Marguerite Farrell who has been at the company for nearly 15 years, makes 90 calls a day and her work still generates more leads than ABS’s digital channels. Since January 2017, she has helped ABS bring on 40 new clients, totalling the sale of 83 new machines. Farrell recommends doing your research. She said: “The internet provided new ways to thoroughly research potential clients. Company contact details are just a few clicks away on Google and often, so is other vital information: who to call, what their role is, even what their interests are. Google Street View also allows you to walk around the premises (virtually) and learn even more about the company.” ABS use a CRM system which greatly aides its research efforts. It integrates all the company information as well as links its social media profiles. This allows for in- depth research which includes finding out about current company news. Having all the above information helps to create an initial connection with whoever is on the other side of the phone – and eventually, turn them into a lead. “Telemarketing is not only about getting on the phone,” says Farrell. “Be creative. A lot of new business can come from unusual sources – even walking around the local area can lead to a potential new client.” Print management specialist, ABS UK decided to not only merge online marketing into its sales strategy, but also stick with a traditional tactic that works best for them – telemarketing Boosting sales using telemarketing Highest ROI Commenting on its telemarketing ROI, Marketing & CSR Director David Lees, said: “It’s 100 per cent the highest of all the sales and marketing channels we use!” He added: “However, for that to be the case, you need to make sure you have certain practices in place. Most importantly, you need to find the right person for the job. When it comes to SMEs, it’s a common misconception that you need a whole team working on the phone – when in reality one person with the right personality can send your leads through the roof. Moreover, in a B2B environment, telemarketing works differently to B2C as you are not calling someone directly at their home or in their spare time, but reaching a business in their office, where they are more likely to expect it.” Lees argues that to find the right person to fit your business, you need to create a working environment that people want to contribute to. “Here at ABS we want our employees to really feel like they are part of the company and its activities from start to finish. This has shown in the amazing staff retention and continuous business growth. Creating a company culture your staff buy into ensures they want to succeed not only on an individual level but on a company-wide level,” he said. www.absabetterway.co.uk Ten tips for success 1 Start with the data. Do the legwork – find out who deals with the area of business you’re trying to help with. 2 When reaching out to potential clients, always remember to be respectful and not pushy. If they don’t have time to take your call at that moment, get as much information as you can and ring them back at a more convenient time. 3 If like ABS you are proud of being local, mention it. It’s also an excellent chance to talk about your accomplishments – for example, we saved local company x number of pounds, and we’d love to help you as well. 4 You have two minutes to make a good impression. Make it count! I’ve never used a script, and neither should you. 5 We all have good days and bad days, and sometimes the person on the other end of the line will shut you down. Don’t take it personally – keep moving forward. 6 Follow the trends in your industry. This will allow you to always be able to give someone an innovative solution which can successfully replace the one they already have. 7 Remember to always keep your data updated. There’s nothing worse than building a rapport with a representative for a year to then learn that person has left the company. 8 Believe in yourself. A successful telemarketer needs a lot of self- motivation and confidence. It can be a very lonely job as well, so make sure you’re up for it. 9 Nowadays, it’s nigh on impossible to find an employee with extensive telemarketing experience. Therefore, it’s crucial that your company is prepared to invest in training and make room for that person to learn the ropes. 10 Be yourself. If you have a naturally outgoing and chatty personality, you’re sure to be successful. Be creative. A lot of new business can come from unusual sources – even walking around the local area can lead to a potential new client Marguerite Farrell, ABS