What is the Job Description of a Telemarketing Executive
Telemarketing is channel of marketing that is used to collect leads, convert them, follow-up with current customers or carry out pre-sales efforts. Some of the other marketing channels are digital marketing, field marketing, email marketing, print advertising etc.
Considering that 80% of sales require more than five follow-ups, it is the most practical channel of communication with your prospects.
Every company already does telemarketing in some form. Sometimes the role is not well-defined and the sales representatives themselves do the job of calling leads.
However, a clear focus on telemarketing as an activity can increase your leads as well as lead conversion. Telemarketing is one of the channels with the highest return on investment especially in B2B markets.
For companies that do not have a telemarketing department and build or outsource one, it is important to have a clear idea about the role of a telemarketing executive. So here is the description of role of a telemarketing executive.
1. Collect Leads
Lead generation is one of the primary tasks of telemarketing executive. They are expected to research on possible prospects, call them and convert them into leads. The data could be website visitors, responses to advertisement, seminar attendees or reference from current clients.
Some companies provide a ready data but many times it is expected that the executive discover new leads themselves. There are many sources of leads possible so it is also expected that telemarketer is creative and tries out new sources of prospects.
2. Follow- up
Most of sales executives give up after two follow-ups. But studies show that leads require at least five attempts to convert.
The role of telemarketer is to increase the number of interaction and increase the possibility of sale. Think of it as relationship building and not just number of follow-ups.
The executive must familiarize leads with the brand and build trust with each call. People only buy from persons they like and trust, so it is the role of your telemarketer to build that relation either for on call sale or for the sales rep who will be visiting the lead.
3. Lead Qualification
Not all leads are equally valuable. Some of them will be redundant with the customer unwilling to buy currently. It is the role of telemarketer to sift the cold leads from the hot ones. This is done by asking question and understanding the stage of the lead in buyer’s journey.
This activity is impossible in email marketing or advertising where marketers have no idea of the state of mind of the lead.
On the other hand telemarketing is a two way communication channel where the executive talk to the lead and decide whether to pursue the lead or transfer it to the lead nurturing bucket.
4. Up-selling and Cross-selling
Tele- marketers can also call up current customers to cross-sell / up-sell more products to them. Sometimes this can come under customer care executive role since these are not strictly new leads being called. However, previous customers are a good database to call up and strike a conversation just in case.
5. Lead engagement
High value sales in IT, real estate, medical equipment, etc. have a longer buying process. Customers typically spend months researching before making the purchase.
In such cases it becomes important to engage the lead throughout the process. Telemarketing executives provide the leads with required information during the research phase and also eliminate objections in the closing stage.
Executives are also expected to maintain a report of leads interacted with. This gives the summary of number of leads worked on, converted and those that need to be followed up with later.
Telemarketing software have all the necessary features to collect data on call time, lead category, history, etc.
Telemarketers can then enter the response by lead, interest shown and action to be taken. Data analytics skill is hence added advantage for a telemarketing executive.
As you can see telemarketing is much more than reciting a sales script over the phone. Tele executives have to interact with leads, ask the right questions and build meaningful relations. This requires sales skills, listening skills and a solid knowledge of product and services sold.
Your telemarketers are the voice of your brand and ears to the market. It is their job to know the pulse of the market and modify their communication accordingly