Telemarketing Mistakes – 2 of 5
This is the second installment of the telemarketing series, that comes courtesy of a close business friend of ours, Audrey Bodman (Director of Outshine Group). It will look at how you can look to improve your approach to developing business through the telephone.
Mistake 2:
Getting past the gatekeeper
Gatekeepers are another name for receptionists or anyone who might stand in your way of reaching the decision maker. Their job is to assess every caller and decide if they should /or should not get through to the person they are asking for. Waffling and going on and on about why you’re ringing so much that before you know it you’ve actually given your presentation to the gatekeeper, who guess what isn’t the right person!
Using very submissive words like “Is it possible to speak to”, “Would you mind telling me the name of…” Whether you like it or not these words smell of someone who really has no idea who they want to speak to and worse still someone with little confidence.
Stuttering when they ask you, “What’s it in connection with?” You might be caught off guard when you’re asked this but being prepared helps you to respond with confidence.
Being rude and aggressive to a gatekeeper isn’t a good idea. Remember these gatekeepers could have a lot of influence on the person you’re trying to talk to. Be rude and be prepared to fail.
So let’s look at some positive ways of addressing a gatekeeper based on the above key mistakes.
When you’re through to a gatekeeper focus only on asking for the person you want to talk to. Keep your statements short e.g. “Good morning, Mr. Wallis please…..” notice there’s no need to say
“Good morning I’m calling from ABC and we do widgets and I want to see if I can speak to Mr. Wallis.” Think how many words you had to use to get to speak to Mr. Wallis. Just ask for him. Remember gatekeepers want to get you off the phone as quick as they can so make their job easier by getting straight to the point. If you start talking about your products or services in your initial call to a gatekeeper there is a strong chance you’ll hear those dreaded words thrown back at you “we’re not interested!”
Be more positive in your approach, avoid the negative phrases like “Is it possible…”, “Would you mind…” you need to start by believing you are a confident person and sound like it. A confident person avoids “Is it possible to speak to the person responsible for…”, they’ say with confidence “What’s the name of the person responsible for….?”, or “I’m after the name of the person responsible for…… WHO would that be?” And wait for the answers DON’T start filling the gaps with the reason you’re calling.
So when you get the answer you merely say either “Oh that’s great can you put me through please – thank you…” Or “Is he/she in today?” avoid saying, is he/she available.
Now if you have the names of your contact just ask for them. “Good morning Sian Dawson please”, or if you want to really speed up, “Sian Dawson please” the choice is yours. I always use “Sian Dawson please.” As it makes me sound not only confident but like I know them!
“What’s it in connection with?” or “what’s it about ..?” are the two dreaded phrases that we hear and 8 times out of 10 are unsure how to respond. As a result we lose control of the call and the opportunity.
Your response needs to include something around the job title’ of the person you are asking for in order for the gatekeeper to feel there is some relevance in you asking for that person.
For example if you were ringing regarding accountancy services. You’d say “It’s with regards to finance specifically around the accounts function within the business and I understand Mr. Stuart is responsible for that….