How to Manage Telemarketing

By KPSG Official Telemarketing Management

Telemarketing Management is not an easy job. It requires a lot of patience, persistence and exceptional teamwork. While there are lots of negative stigmas about telemarketing job, it is possible that other people outside telemarketing world do not realize that part of the success of some businesses relies on either in full or in part of telemarketing. Telemarketing agents deal with various hurdles when they try to fulfill the business’s target. For people at the management level, focusing on optimizing telemarketers job's effectiveness is one of the right call on managing telemarketing properly.

By the definition, telemarketing is all marketing and sales activities that conducted via telephone communication network. Telemarketing is the part of outbound contact center activities. An outbound contact center activity provides the end-to-end productivity measurement reports all the way from assigning the database to the final productivity result. The success of telemarketing itself comes down to communication and the support application to optimize the service deliverables for the clients.

We need to remember that like any other business endeavor, telemarketing is something that needs to be managed. Some businesses rely on its own due to budgetary concerns, but not a few of them outsource their telemarketing efforts to another organization that have better expertise. Telemarketing service providers often equipped with top hired people, supporting system software, and other telemarketing tools that amplify the telemarketing campaign success. Other businesses also choose to handle their telemarketing team and campaign on their own while using a software and system from telemarketing service providers.

These following steps will help you to manage telemarketing for a better cause:

1. Practice Makes Perfect

That infamous phrase turns out to be the most important thing in telemarketing world. Especially if you train a new telemarketer, it's easy for them to get flustered or become unsure of how to respond to a specific job. What a telemarketing management needs first while training a new telemarketer is providing them with a Call Flow for how to make the call properly. Here you gave them a script to provide a telemarketer a call structure with checkpoints and the right route to manage leads list and conduct outgoing call. Do not make the conversation sounds robotic; make it as humane as possible, like the conversation itself happen in real life with no boundaries. Ask the assigned telemarketer to have a role play with this Call Flow, with once person acting as the customer and the other acting as the telemarketer. Practice all the required conversation, from opening statement, handling an objection, asking open-ended questions, until closing statement. Then, teach them with the right etiquette. Ask them to serve every client with the same manner and never have the intention to insult them. But truth to be told, many telemarketers may be doing this without realizing it. Train them with phrases that relay the burden on them, not on the customers. Like when asking if the customers understand what the telemarketer try to explain, do not ask "Did you understand that?" but change the point of view and ask them "Did I explain that clearly to you?"

At least for the first few days of a campaign, people in the management level should ensure they make the time to be present in the room where the calls are taking place. They need to listen to how their business is represented on the phone, and to make corrections if necessary. When they are not present, they should request that the telemarketing team record their call volume and, of course, any warm leads or sales in progress. Reviewing this data can give a good idea of how effective your telemarketing campaign is.

2. Set Realistic Goals and Give the Feedback

Your telemarketing agents need to know what is expected of them, have particular tasks, and to receive feedback on their performance. First and foremost, do not put pressure on your telemarketer team on impossibly high quota or any target and goals that they could never reach. Give your team realistic goals that will encourage them to work harder and even surpass the limits telemarketing management have set. You must remember how human nature affects productivity. If you only set a target without thinking through the real reasons, the telemarketers will find ways to get "short-cut" and affect their performance. If the telemarketing management give unrealistic goals, the telemarketers will just stop trying to get even one successful lead because they feel all efforts mean nothing and useless. Once the telemarketer reaches the goals you set, give them some rewards as a present and good intention that someday they could reach more than today. It’s essentially your most important role as a call centre manager. It’s important to always remember that there are different types of feedback. Both the positive and negative feedback is necessary. Regularly informing your team members of the great jobs they are doing will go a long way in boosting your telemarketing agents morale. A happy staff is a productive staff, so there should be no shortage of positive reinforcements. Of course, it will always be necessary to impart on to your team members advice that can help them to improve their performances.

3. Empower the Telemarketers with Well-Equipped Support

If you want your telemarketers to be productive, it is very important for them to make decisions that represent what the customers want. We know that if we go back to point number one where there's some Call Flow to stick, the telemarketers could use their creativity to make the calls more relevant and useful, instead of making them boring or bring some debate on some issues. Provide them with supporting system facility that makes the job easily stand-out. Optimize the service with OnTrace, an advanced Contact Center System Application from KPSG, to maintain high-quality deliverables for the customers. It helps a lot for outbound activity, where a telemarketer must reach the specific customer to get the target required. Empowerment comes from involvement and learning from mistakes, so the telemarketing management will help the telemarketers to find the better solutions to boost sales.

As the saying goes, “If we do not take care of our customers, someone else will.” It is vital to understand how to manage telemarketing in a good way. Practice with consistency to make perfection, setting your goals with realistic fact, empower the human and use the right tools because managing a good telemarketing starts at the palm of your hand.

The Ultimate Guide to Contact Center Excellence

Topics: Telemarketing Management