Table of Contents
What is Lead Nurturing?
Lead Nurturing means building relationships with your customer. The process involves keeping in touch with the customer at every stage of the sales funnel. The more you’re closer to the customer, it’s easy to convince them to purchase, also cross-sell and upsell the service.
As per a quote by Tom cates, founder of Brookside Group:
“Strong customer relationships drive sales, sustainability and growth”
Remember, no customer would offer money without asking for benefits. Nurturing is a 2-way communication process, where, instead of just pushing the product to the customer, you understand their business, challenges, etc. through conversation.
With the right reciprocation, you can make them understand how your product or service would make their life easier.
How is Telemarketing Working Out in the Entire Case?
In the current scenario, telemarketing has become a useful medium to connect with the best prospects across the world and in lead nurturing process. With fewer face-to-face communication meetings with sales representatives, organizations are pinning hope on telemarketing to increase return on investment.
According to a statistical report, telemarketing is popular among 2000 communities spread out across the US.
And in some cases, more popular than email. According to a finding, it takes 18 times to connect with the buyer via dial, while 23% of the emails are just not opened.
Also, you don’t need to land up at the customer’s office to close the deal. If the customers are not getting converted, you can still have a good relationship with them by calling them very often for future conversions. Quitting is not the solution, if you want to achieve the target.
Find the Below Stats:
Image Source: limecall.com
In this representation, you see 44% of representatives quit after the first”no.” You should never give up immediately and that too after the first call.
The skillset which you should have is people skills, to communicate properly and empathize with the customer. It builds rapport and minimizes conflicting interest.
So, How do you Execute the Telemarketing Process?
Identifying the right set of data:
Every brand has various sets of data such as the existing customer data, new prospects data and so on. So, if you’re going to promote your product to new customer the strategy would be different, and it would be different for existing customer. You can’t apply the same tactic in all the scenarios.
So, make a strategy of keeping the right data by your side. This would help you move on to the next step.
Making the right sales pitch:
What is a sales pitch?
It is developing the script to convince the customer. As a representative, you should understand their challenges and have solutions to resolve them.
The script should have a clear objective, and include the customer’s pain points, which mostly they care about. When you know what the customer likes to hear, half of your challenge is resolved.
Most customers like stories, so the sales pitch should also revolve around the central idea of story-telling.
The final thing is to structure the content precisely. Also, you can sometimes tweak the script to impress different customers; for example, even the C-level executives have different pain points. The things that a CEO cares about might not be the same that a CMO or CFO cares about.
Executing dry run:
After this, you can carry out the dry run process, which means practicing the call with a customer, not actually a real customer!!!
They could be your co-worker, who give you suggestions and improvise your sales pitch.
With this step, you can also understand what questions the decision-maker might ask in a call, and you could be well-prepared to answer them. As a representative, you should also have a good presence of mind to tackle any relevant questions that you never thought of.
The Action takes place:
After this step, you can call the customer. If he is a new prospect, greet them and explain from where you’re calling and the purpose of your call. But don’t sound robotic, which is following from the script as it could spoil the flow of conversation.
Also, after these basic steps, some of the customers wouldn’t be still interested when you first speak to them as they would be unaware of your product or service. You need to find your way to make them interested.
Following up at the right time:
A right follow up process could all make the difference. Representatives need to understand that most of the times they wouldn’t get success in the first call itself. They need to call the prospects again, but this time they need to check the convenient time when the customer would be comfortable speaking.
This is highly essential to increase the number of conversions.
Right Analysis and Measurement:
Further you need to check, whether your campaign is on the right track. And how do you do that?
You need metrics to measure that. For example, how many calls were made, what was the duration of every call, in how many calls you closed the deal, among others.
This way, you could understand the productivity of every call.
Telemarketing has Good Benefits such as:
1. Help build positive contacts:
Telemarketing helps build positive contacts. As a representative, you need to make every call effective.
Have you observed some customers immediately hang the call?
This is because you don’t have the right modulation in your voice. Yes, you’re there to promote your product but that doesn’t mean you just have to push your product. For some customers, first impression is the last impression, so make your first call interesting.
Develop the right modulation in voice so that they would be interested to hear your sales pitch. This helps build positive contacts.
2. It’s really a cost-effective method:
In the current business scenario, organizations are struggling to cut down the costs. Telemarketing helps businesses to achieve their goal in a cost-effective method. The basic thing an organization needs to have is good representatives, who can facilitate them in this approach.
And they should have the people-centric skill to mingle easily, and motivate customers to purchase a specific product or service at the right time.
3. Helps to fill the knowledge gaps:
Most of the organizations assume they know what their customers’ need, without even interacting with them. This is not true in many cases.
A practical experience is always necessary when you want to understand your customer completely. For this, you should directly communicate with your customer so that it gives you insights about where exactly you lack in understanding the customer’s needs.
Telemarketing helps fill this gap and pave the path to maintain a relationship with the customer.
4. A straight-forward channel:
Telemarketing is a straight-forward channel where you just instantly connect with the customer. You don’t need to wait to understand whether the customer is interested or not.
Telemarketing is an important part of marketing process. The channel helps you connect with the customer at their convenient time, but still, many marketers don’t know how to use it the right way.
The points explained in this blog helps you in a step-by-step approach for using in your telemarketing campaign to shoot up the revenue.