Knowledge Is Power in Telemarketing

One of the most important things that a telemarketer can do is to understand their clients business and the industry that they are operating in.  And when we say understand we mean really understand!  So why does taking the time to learn about the industry you are selling in really matter so much?

Getting past the gatekeeper – getting a receptionist or secretary to put you through to a decision maker is obviously an essential element to telemarketing.  A lot of these people are excellent at saving their bosses time by deciding what is right and wrong for their organisation!  But, just the correct use of a buzz word,  an industry term or knowledge of an upcoming event in that sector can quite quickly put you into the “accepted” category of someone who is speaking their language.  The guard will be lowered as you have quickly shown yourself not to be someone making a “pesky sales call”, but instead someone who may have something to say that their boss could be interested in.

Speaking to a decision maker – it is a natural human reaction to think how can this person help my business when they don’t know my business? Obviously the reverse is also true – demonstrate that you have a deep understanding of a company’s business and a decision maker will be much more likely to open up and discuss your proposition.  Also, of course, your solution to a problem that they have is much more likely to be accepted if you can clearly show that you totally understand that problem and have grasped how it might be affecting their company.

The goal of any successful telemarketer is to speak in a truly conversational manner while working towards a clearly pre-determined outcome, whether that be an appointment booked, demonstration scheduled or sale made. To be able to ask the intelligent questions and make the knowledgeable comments required to do this, then a sound comprehension of the subject matter is an absolutely must.