Ok guys, this is my chance to gripe a little bit so bare with me. After being in the telemarketing industry for almost 3 decades I’ve come to a couple of conclusions-some of which I’d like to share with you over the next few columns. The reason I decided to write this particular column is because I want to bust a few more myths about what a cold caller can and can not do for you. The topic came up recently after a client decided to terminate his contract because he felt that I wasn’t “selling “him enough over the phone and because I don’t market him the same way he would. Well duh.
Now, if you’ve been in business for any period of time you will lose accounts. That’s the nature of business and you can’t really take it personally. It happens and you can’t please everyone. The business owner who says that they have never lost a client- frankly is lying. It happens-get over it.
After a rather lengthy conference call explaining his reasons for terminating the contract (for which he said that he wanted to hire me at a later date, after things settled down in the office) I pointed out a number of key cold calling issues that I felt he was overlooking most of which I will share with you now.
My job is Not to sell you-My firm sets appointments and generates leads. My firm is not in the business of phone sales. The difference is simple. Selling over the phone is about closing the deal. In other words if I am selling-than I am doing the job of the salesperson; in which case I should be paid accordingly should I close the deal. Appointment setting and lead generation is about gathering information to determine if this is a viable prospect worthy of a meeting. Keep in mind that everyone you speak with is not necessarily someone you want to do business with. Hence the gathering of information which is what lead generation is about.
Next column-more tips