Telemarketing strategies often fall down because recruits are taken on without a thorough interview process, or simply transferred across from a temping agency, according to a telesales marketing expert.

MH “Mac” McIntosh, writing on the Sales Lead Experts website, said that generating qualified leads demands a commitment to getting in professional, highly-experienced people with knowledge to back-up their skills and enthusiasm.

Recruiting and training in-house telemarketers able to accept rejection, who actually enjoy communicating on the telephone is vital, Mr McIntosh argues. The ideal recruit has experience calling the sorts of people you want to target and is well prepared and knowledgeable about the services you’re offering.

Ex-salespeople with children, or retired people looking for part-time, home-based work, bring the assurance of maturity to the role, compared with traditional telesales recruits, young people without business experience.

A firm should prepare callers well, giving them selective, up-to-date lists of prospects to call, alongside sound, clear guidelines for the conversation, Mr McIntosh adds.

Recent studies in Market Leader journal have argued that successful firms need to bring in “the marketing professional” for the 21st century, who brings know-how to a role which all too often short-changes both customers and employers.ADNFCR-8000151-ID-17968616-ADNFCR

Related Topics: General Marketing