To make telesales work for
you requires that you understand
how people buy. Let's take a
look at what makes an
advertising campaign successful.
Great marketers in the
advertising world understand
that it takes multiple exposures
to sell something. The idea of
or concept of these "multiple
exposures" is tied with what is
called BRANDING.
Branding has been around since
the early 1800s and can be
traced back to companies that
sold patented medicines and
tobacco. Branding is about
advertising your message over a
period of time so that when
people are in need of something
(i.e. that something being your
product or service) then the
first person they think of is
you and your company. In
telesales, you are essentially
branding yourself and that's
called "Personal Branding" and
at the same time you are
branding your product and/or
service.
Today, tomorrow or a week from
now when you pick up the
telephone try to think like a
great marketer Think about
multiple exposures. Focus more
on providing information and
innovative solutions and not
about pushing a product or
service. Think long-term and
have a deep understanding that
more people will buy from you if
you keep following up with them.
Of course, it could happen where
you call someone once and they
buy from you, but that is often
rare. Your best sales will come
over a period of time such as
weeks, months or even years!
When we speak of exposures it
doesn't need to be a telephone
call with your telesales
prospect and an exposure could
include one or more of the
following:
A voice mail message
An industry article that you cut
out for your telesales prospect
(with notes and highlights) to
be sent via email and/or mail
Thank you note
An advertisement that you found
in the mail from one of your
telesales prospect's competitors
to be sent via email and/or
mail.
A gift sent to your telesales
prospect
A proposal sent to your
telesales prospect
A follow-up letter to your
telesales prospect
An invitation to a networking
event or social gathering
Include your telesales prospect
on your next direct mail
campaign
Include your telesales prospect
on your next email advertising
campaign
A surprise visit to your
telesales prospect's office with
a bagels and juice to be served
to their entire office.
Source: D.M.
Arenzon
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