B2B Telemarketing
Result-Optimization
Analysis

B2B Telemarketing Result-Optimization Analysis: Tweak your telemarketing for success

Telemarketing does not work well if any type of ENFORCEMENT is used in the process. That is to say, if one tries to push the prospective customer into believing or saying something that person himself does not believe.

Telemarketing of any kind will produce a RESULT ALWAYS — but whether good or bad, depends on how it's done.

The good results are easily seen. The bad ones aren't usually visible and include degrading of your image or even perhaps creating the OPPOSITE certainty you wanted... and the person is now certain they don't want to deal with your company.

It all hangs on how skilfully your telemarketers can EMPLOY THE WILLINGNESS of the target person within the process of tele-communication itself.

Most telemarketing scripts and a few telemarketers have some skill in employing the willingness of the decision-maker they interview. But don't expect this to be a given, don't think it's obvious to everyone else just because it is so to YOU.

It's here most mistakes are made in telemarketing. We try all kinds of supposedly great ideas of OVERWHELMING the recipient, or we figure out how to entrap him so he HAS to agree with us... and whatnot.

No matter how cleverly done, these types of enforcement attempts are completely adverse to the goal of telemarketing... and they produce opposite results because the target person feels he is being manipulated... which is the opposite of being able to exercise one's free will.

To give someone a feeling they're exercising their free will you must harness their WILLINGNESS, not try to overwhelm or trick them into taking orders.

This is why it's so vital to be 100% certain it's done right. The first impression your telemarketer gives IS what you'll be judged by.

Thus it is VITAL that the START of the telemarketing script is spot on and creates exactly the kind of impression you intended.

The called decision-maker will make a snap judgment within the first 5-10 SECONDS and categorise you accordingly. And if it's a bad image then that's what he'll stick with from thereon out.

It's a bit like having ONE bad article written about you in the press... which is then what all the future reporters dig up and go by.

Do not underestimate the sticking power of bad first impression.

All right. The first seconds in the communication are tremendously important in the success of telemarketing.

Failed first contact in B2B telemarketing produces mainly unwanted results

Just because you cannot instantly SEE the BAD results that telemarketing can cause does not mean they aren't there.

Those results will come back to haunt you sooner or later.

One of the most common mistakes made involves trying to FORCE the other guy to continue talking with the telemarketer.

There are many "clever" ways of prolongling a telephone conversation despite the other person's attempts to end it.

Such tactics are counterproductive and negative as they FORCE the target person.

Commerce — the act of buying — is solely based on FREE WILL.

Aside from our friends in the government, WE cannot FORCE anyone to buy our services or goods... if you can even call it that when we speak of taxation, as the person paying does not necessarily receive anything in exchange.

In commerce, we live or die through the willingness of our intended customer.

Thus, it is of primary concern that your telemarketing approach is optimised to enhance, increase, invite and harness the WILLINGNESS of your intended future client.

It is far more important than commonly realised within the B2B sector.

FORCE anything on him and the result is a determination NOT to buy anything from you.

Thus, no matter how cleverly a prospect is kept on the line in telemarketing, it only serves to antagonise him further, which means you're going the wrong way. You're actually lowering the image of your business for him... and quickly killing any chance of securing a sale.

And you've no idea how commonly this occurs.

You just CANNOT leave it to chance. I'm sure your telemarketers are good, intelligent people... but if you leave it to them you'll regret doing so.

And I have to say that usually the problem is in the telemarketing SCRIPT itself. If your script and its approach causes ANY emotional instant rejection, then your telemarketer will automatically REACT to that reaction of the decision-maker by becoming "obsessive and enforcing."

This because it's what happens when you call people and face an instant rejection. It "gets to you" and you start trying to FORCE those people to LISTEN...

If the telemarketing script (or the telemarketer's rendition of it) causes continuous failure, it's unavoidable that he'll try various tricks to force people to listen.

But prospetive clients do NOT relate well to that, of course.

The more stubbornly the telemarketer digs his heels in, the more he uses FORCE in coercing the decision-makers into participation.

And we get a worsening of things. This cycle just makes it worse both for you and your target person.

The telemarketer won't last long on his post because he feels he is failing constantly.

And he is right too.

The sum of his efforts is that target persons form a negative opinion about your company and the telemarketer feels he is harming the business rather than helping it.

Which he is.

And it all defeats the purpose of the telemarketing activity.

Thus it is vital to plan your telemarketing approach and script and strategy very carefully.

Telemarketing is a chain of separate actions, each easy steps for the prospect to climb so you can maximise the likelihood of success

The BEGINNING of your telemarketing script decides your success ratio primarily or FIRST.

A bad approach simply wastes your telemarketing efforts completely as most prospects decide it's "not for them."

The APPROACH your script takes and the investment you make in planning of those first few words are vitally important. You must NOT remind him of ANYTHING negative and you must approach him with something he is VERY interested in... and in a way that makes him feel right in his attitudes and powerful in his area of expertise.

And it cannot be insincere flatter either, for people smell that easily.

Once past the FIRST hurdle — the first few seconds when contact is made or lost — it is time for the small consecutive steps of increasing the prospect's awareness.

Telemarketing is not just a single action. Instead, it is an extensive series of individual STEPS or separate actions taken for a specific purpose. Each action or step creates a specific and carefully planned EFFECT in the recipient... and the SUM of these actions or step will then bring YOU that which you seek for — the positive result.

These effects need to be planned carefully.

But BROADLY speaking, there are really only two main TYPES of effects created but these are approached many times from different angles AND with an increasing degree of complexity and depth with each prospect.

These two effects are...

1.	Increasing the AGREEMENT with the person You want to start where the average target person agrees with you... and you want to continue increasing that state of same-mindness and agreement with him continually. Do NOT start from a point which he DISagrees about. Do NOT start from a level of awareness or understanding or expertise that he does NOT share.
2.	Expanding his understanding and awareness Once you've started from HIS level of agreement and understanding, you then need to expand those up to the point where he can see the benefits of your solution and understands that it is the correct one for him.

Now, the METHOD or WAY of achieving this is again two-fold.

These are the two things you play over again in increasing complexity in a successful telemarketing action:

1.

Giving him REALISATIONS (new ideas) The first effect is that he realises something. We want to bring him something NEW, no matter how small (and small it must be in the beginning of the chain too!) just so it stops him and gives him something to look at and think about. We want to give him ideas but only so HE is the "creator" of those ideas, not by TELLING HIM WHAT TO THINK.

2.

Making him feel more intelligent, powerful, able, etc. The second effect is really a natural consequence of the first: We want that this realisation causes him to MOVE TOWARDS US, COME FORWARD on his own accord, reach for more. This is done by "playing dumb" sincerelly, asking questions as if you didn't know the answers, thus allowing the prospect to be the CLEVER one. The cockier he feels IN YOUR COMPANY, the more he'll want cooperation with you, right? And that can occur ONLY if your telemarketing script is devised so that it allows your prospect to realise things. If it's planned so it makes YOU seem clever, the prospect will not only reject YOUR ideas but the whole process makes him feel LESS clever and able.

No doubt you can the logic of letting the prospect feel more competent and intelligent. The price of that is adopting a new viewpoint on telemarketing, one that steers clear of the traditionally used format of self-promotion.

It works only if the PROSPECT thinks you're great, see?

So why aggrandize yourself as that results only in the OPPOSITE?

All right. Now, once this one-two thing has been done the first time, we have successfully employed a little bit of his WILLINGNESS to continue. We've NOT made him feel small, stupid or weak, he hasn't felt the urge to run away (which makes a person feel a coward)... and he feels POWERFUL and IN CONTROL...

...both of which are powerfully pleasurable experiences for any human being... so his urge is to CONTINUE this rather than terminate it, right?

Next, we do another version of this one-two step. This one is a bit more involved, a bit deeper, one that requires a bit more trust from the prospect... but the step in itself is low enough so he can easily climb it.

And so it continues, one step after another, each increasing his trust and sense of power, each performing the task of OFFERING realisations and increasing his awareness.

You do it "playing dumb" so he never needs to ADMIT he doesn't know or didn't realise somethig.

You do this sufficiently and soon enough he will have reached sufficient awareness AND willingness TO DO BUSINESS WITH YOU.

And that's the "insider secret" of a well-planned and hugely successful telemarketing activity.

Knowing how to create those gradual steps using these two steps over again in an awareness-increasing ratio.

Having the knowledge to put together just enough of those steps, knowing which are the CORRECT ones, knowing their correct SEQUENCE, making each step sufficiently GRADUAL so every prospect can climb it... and, flavouring it all with issues of HIGH INTEREST to the prospect so they're DRAWN into it.

That's how telemarketing is able to harness the target persons' willingness and pull them in by their own volition.

And there's nothing underhanded about this. The new client will be happy about being granted such importance and he'll consider it GREAT service.

And you'll be even happier, my friend, for you'll be grinning all the way to the bank...

Relative importance of telemarketing actions: The earlier steps are higher in importance

The FIRST step (lasting about 5-10 seconds) is the most importance as without it we don't have anything... we're all dressed up but nowhere to go as the prospect's GONE in a flash!

Yet the importance of the first step is relegated the instant it is performed successfully, of course.

Now we DO have a live prospect, right.

So now the NEXT step becomes the most important one. Or, to put it another way, it is now the "first" step in order of doing and its successful performance again decides whether or not we'll still HAVE someone to chat with.

And so it perpetuates throughout the cycle communication with that prospect at that time.

Each successful action increases the awareness of the prospect, enabling him to realise something NEW, making him feel more clever and able, increasingly employing his willingness to take the next step.

The earlier the step, the more important it is to perform it correctly.

In the beginning, you're creating TRUST along with interest... and these elements are all you have to ensure the prospect STAYS on the phone line.

That's why these elements need to be BUILT INTO YOUR SCRIPT if you ever want your telemarketing activity to become successful... or, to put it another way, if you want it to utilise its full potential.

You build TRUST with the prospect at first, trust and ease of communication.

If you get some ways into the script (provided the script is planned correctly) then you'll see that with trust comes TOLERANCE.

The longer you go with a prospect, the more mistakes he will tolerate from you without disconnecting, see?

That's how it is in life. We tolerate more from those we trust than those we don't.

Therefore, the further you go in the telemarketing steps, the more forgiving the process becomes for mistakes simply because the target person will tolerate more. So if in LATER phases you say something not too clever (meaning you stress your OWN cleverness) he will "forgive" you, see?

But do that in the BEGINNING and it's goodbye in an instant.

The beginning is utterly vital because there's NO tolerance or trust whatsoever.

And as if that's not enough, you can bet that most target persons also have quite a few negative experiences about telemarketers and/or sellers and/or representatives of YOUR industry.

So at the beginning it's very delicate, touch and go.

This may appear obvious to YOU... but it is actually the rule that is broken most in telemarketing.

Telemarketers are allowed to ad lib any incoherent babble they think is "clever" before starting the script. It's just totally beyond THEIR expertise to know these things. Just like most people, they try to help and think they're expert in PLANNING telemarketing scripts and strategies without realising it isn't so.

The end results is one awful mess in which it's very difficult for YOU to see what's wrong.

Yet the beginning of the telemarketing script is almost never thought out with the top-priority relevance it demands and deserves.

Thus most telemarketing calls go awry from the onset and end quickly... and the whole activity is doomed to fail OR live a suffering life for a while with little or no results.

You're forgiven if you think it's because people are ornery and mean.

But that's not the cause really. The cause is that the telemarketing approach wasn't planned professionally so it COULD produce results and make the most out of the unit's work.

Most telemarketing activities and/or scripts never utilise those first 5-10 seconds they GET with every target person... and thus it matters not what goodies come LATER as the decision-maker is GONE.

Telemarketing has absolutely nothing to do with luck

People believe that it's just "luck of the draw" whether or not anything "pans out."

And so it is with telemarketing. Ask any telemarketer and they'll tell you that it's down to Lady Luck if someone becomes interested and thus a prospective client.

Yet if anyone's telemarketing depends on luck then it is so mainly because they do not KNOW what works and what doesn't.

While I can understand why the element of chance in telemarketing is so widely accepted as the explanation for bad results, it is the wrong deduction and leads only to more assumptions and confusion.

The fact is that those who know how to set up and manage a telemarketing unit don't need any luck.

That's not to say that there's NO element of chance involved. Like in everything, chance play some role in telemarketing too. You never know if the NEXT person you call could give you your biggest order...

But don't confuse luck with the unknown. There IS an unknown element in telemarketing... but it's not luck at all.

The law of averages works in telemarketing if it is kept up, regardless of how poorly it is performed.

If you just CALL target persons and keep at it, then sooner or later you will come upon someone at the right moment and get a sale.

That's better than nothing, a lot better.

But it also an extremely modest usage of the true potential of telemarketing and its yield.

It's like a powerful engine idling away, wasting its fuel on producing mostly exhaust gases rather than turning the wheels of production.

Most telemarketing activities are like that unfortunately.

Yet the POWER is there, readily available if only we knew how to channel it correctly, have that gearbox containing all the cogs that build up the steps to convey the power into what we WANT TO PRODUCE.

Because it's basically all there, changing the quantity and quality of results for an existing telemarketing activity can be relatively quick sometimes.

You can have all the required elements present and yet have these counteract each other, creating opposing vectors which sap the energy and little end results are achived.

If so, onl adjustment is required to change the level of results.

By tweaking some bits here and there, a lot can be achieved if the end result is that the raw power of the telemarketing unit is now administered directly into producing high-quality prospective clients ONLY.

That's what the B2B Telemarketing Result-Optimization Analysis will help you do.

Contents of B2B Telemarketing Result-Optimization Analysis

The service contains many separate elements which make the whole, some of which are standard and others that are added or tailored solely for you.

Here is a short presentation of the main standard elements included in your B2B Telemarketing Result-Optimization Analysis:

Cost

The cost of your B2B Telemarketing Result-Optimization Analysis is USD 897.00 but for a short while we're extending a special offer for new clients, so if you place your order you can secure your B2B Telemarketing Result-Optimization Analysis for only USD $297.00 (two hundred ninety seven US dollars).

That's a very small investment when you think what the insight gained could yield in terms of improved results for your telemarketing. Your telemarketing activity holds the KEY to your sales and the more prospective clients it can provide, the more you can sell.

And it's not only the quantity of results of your telemarketing that can be enhanced. Quality plays a big role in it too. The more qualified the prospects, the more their awareness of the unique benefits of your products and/or services, the better raw material they are for your sales unit.

A great deal better, in fact.

Delivery

The analysis and its parts are delivered in written form as a PDF document (or a printed version via post if you so prefer).

The final report of your B2B Telemarketing Result-Optimization Analysis is delivered within two weeks from the moment we have received all the materials (script, possible training materials or written instructions for telemarketers) and interviewed your telemarketers on the telephone.

These should take about a week in ideal conditions, so thus the time of delivery should be about three weeks or less.

Why not give yourself a break... you've earned it!

Your B2B Telemarketing Result-Optimization Analysis will give you a lot of information and certainty on how you can best utilise your telemarketing activity.

I'm not going to claim you NEED this, not at all.

But I will say that you certainly DESERVE to receive some backup in achieving the goals you've set for your business activity. One person cannot do everything alone and as the top executive, you don't really have any one of your caliber to work with.

I'm not claiming to be of your stature in business competence. I'm merely an expert in this one thing, but here I know that I CAN be of use to you.

Your B2B Telemarketing Result-Optimization Analysis is a tool for you to use. I promise only that it will be VERY interesting reading, revealing several new opportunities and providing alternate solutions to problems you feel need solving.

I also promise that I will never criticise you or your decisions. I work with the knowledge that you are the most capable person to run your company, so I only give suggestions on how to improve various workable steps further, maintaining a constructive and loyal viewpoint throughout.

And it doesn't have to be a big change that could increase the yield of your telemarketing many times over...

So why not grant yourself some assistance with your telemarketing?

To secure yourself some significant power for telemarketing results, simply click the link in the box below to place your order for the B2B Telemarketing Result-Optimization Analysis!

Only place your order secure it at this special lower cost. Simply click the text link in the box below and you're on your way!

Best wishes,

Harry Kafka
HDK Consultants U.S.A. Inc.
PMB 211, 411 Cleveland Str.
Clearwater, FL 33755, U.S.A.
Phone (727) 474 1206
Calls from outside USA: +1 727 474 1206
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