Guide to Building Sales with Telemarketing

Evaluate the potential for telemarketing

Telemarketing isn't for every company or every customer. Before embarking on a telemarketing program, consider what you wish to accomplish and if your customer base is receptive to this marketing tool.

I recommend: Sign up for a 20-hour telemarketing test to determine if this selling strategy can boost your bottom line.

Follow the rules

Respect the Do-Not-Call Registries. Not honoring them can be costly, with fines up to $11,000.

I recommend: Become familiar with the National Do-Not-Call Registry and similar programs within your specific state.

Cross-sell and up-sell

Use the telemarketing customer encounter as an opportunity to both cross-sell (sell complementary products or services) and up-sell (sell a higher-level product or service).

I recommend: Invest in a cross-selling and up-selling training program for your telemarketing staff from ImpactLearningSystems.com.

Get script savvy

Most marketing experts recommend using scripts, but only when the telemarketer delivers the script with a natural voice and cadence. Encourage your telemarketers to learn about your products and services so it doesn't sound like they're simply reading from your script.

I recommend: Check out an audio CD or e-book on How to Create Winning Telemarketing Scripts from ColdCalling.com. Get tips on scripts and more at AllBusiness.com.

Hire the right telemarketers

Not everyone is cut out for a telemarketing gig. Finding the right people for the job can make all the difference in whether your efforts succeed or fall flat.

I recommend: Find experienced telemarketers at Guru.com or consider outsourcing your telemarketing needs to a service, such as Telemarketing.com. When interviewing potential hires, use these sample telemarketing personnel interview questions (on pages 5-6).

Obtain telemarketing lists

Use your existing customer database to create a telemarketing target list. You can also purchase names and numbers or cull names from a phone directory or other publicly available list.

I recommend: Whether you need fewer than 5,000 names or more than 100,000, whether your focus is business-to-business or business-to-consumer and whether you're looking for names in the Northeast, Midwest or all across the nation, you can find a list at Discount-Lists.