Bad Scripts Cost Your Business MoneyBy joanne | 6th February | Marketing Ideas, Marketing Skills, Marketing Strategy, Marketing Training
Good marketing can improve your conversion rates – FACT.
You will know if you read my blog regularly that I despise lazy marketing. Sadly, the world is full of it and, even more sadly, it still works. The joys of mass marketing! There may be a place and time for the shotgun approach, but for most businesses, poor marketing can harm your business rather than grow it. And that’s especially the case with telemarketing.
A good script can make the difference between the phone being instantly slammed down and you actually having a conversation with a potential customer. If you’ve watched the recent ‘Most Exotic Marigold Hotel’ film, you’ll know it doesn’t have to be complicated. Just a few tweaks and your conversion rates will improve. For example:
- Make sure you have a good opening line – if someone unknown calls asking ‘how are you today?’ we know it’s a cold call
- Ask if people have time to speak to you. Your call could arrive as the most inopportune moment and, since most scripts don’t allow for the telemarketer to take a breath, you could just be making someone more cross at the other end
- Take a breath – give people the chance to respond
- Check your list against the Telephone Preference Service before you call – if you call people listed on the TPS, they have every right to be cross with you or your staff. You’re also breaking Data Protection Rules.
- Give your staff credit for having brains. If you hire people who can hold a conversation in the first place, they will probably make great telemarketers. Unless you restrict them with a script that turns them into a robot!
- Do your research and target your calls. People don’t want to be sold baby products if they don’t have a baby. We don’t want double gazing if we just installed it. I don’t want marketing advice when I’m a Fellow of the CIM and I really don’t want to replace the 28 mobile handsets I don’t own when the contract (I don’t have) comes up for renewal. It’s not difficult to target, especially in a B2B setting and with today’s social media technologies, and it makes your staff’s life less miserable!
I implore you not to resort to lazy marketing and ‘average’ returns. To do so is a disservice to your customers, staff and our industry. At a time when the UK and Europe needs more sales, do your homework and boost your returns – it will be worth the effort!