Telemarketing can be a difficult practice, as agents may fear rejection while potential customers are weary of annoying callers. However, effective telemarketing should never be about being aggressive. When agents are well-prepared, honest, and conversational in their approach, even skeptical leads can turn into loyal customers. Here are six golden rules for effective telemarketing that sales agents should follow.

Be natural and calm

The best way to make leads listen is by speaking to them calmly. Agents should begin each call with a friendly introduction in a relaxed tone of voice. While scripts are essential for the sales pitch, it’s actually better to improvise greetings so that they don’t sound scripted and sound natural instead. When agents sound genuinely interested, potential customers will listen with interest as well.

Plan ahead

Agents need to be prepared for all the different situations that may arise during a call. What will you do if you can’t reach your prospect and are only able to speak to the receptionist? What if your lead wants to hang up right away? Careful planning is essential, such as preparing a strong script and answers to possible questions. Before placing calls, also make sure the target audience has been properly identified to begin with.

Ask good questions

One effective way to pique the interest of your leads is by asking good questions. You may ask, for example, what strengths or weaknesses they find in their current products and services or what their biggest challenge might be at the moment. Asking questions turns each call into a conversation rather than a potentially aggressive or boring monologue. In addition, such exchanges may reveal opportunities where your product or service may be of value, leading to in-depth discussions and eventual sales.

Revise telemarketing strategies

Lastly, it’s always good to step back from your work and see what improvements can be made. For example, CRM data may be used to revise information about prospects, such as specific product interests or even the pronunciation of a person’s name. With agents and supervisors, it can be helpful to discuss common issues that arise during calls and collaborate on improving scripts and behavioral practices. Frequent peer revision keeps you focused on goals and provides the support and confidence you need to continue.