The Psychology of Telemarketing
Buying in any shape or form is a highly psychological process. Consider for a second, your own thought processes when presented with a new product or service. Intrigued? Possibly. Defensive? More than likely, particularly if you suspect you’re the target of a sales pitch.
The reality is that even if a marketer is offering exactly what we have been looking for, we can still be resistant. This is a learned behaviour, and can be difficult to shift.
Positive psychology provides sales professionals with the tools to break down these natural barriers. Rather than coercing a prospect into buying something unsuitable, this is about giving the individual the opportunity to see the benefits for themselves.
We may not realise it, by people normally buy for emotional reasons. Whatever arguments we use to rationalise our choices, a product or services needs to resonate with our emotional needs.
Telemarketers therefore need to focus on tapping into the emotions that are triggered by owning or using each product or service. How will it make them feel? Optimistic, proud, or perhaps relieved?
Until an emotional connection is created, it’s easy for the customer to distance themselves from a product or service. However, by provoking certain feelings, you can encourage the individual to imagine what it would actually be like to have what you are offering, and give it their full consideration.
By asking a few well-targeted questions during your call, you are likely to uncover some of the client’s key problems, interests and needs. Ensure that you take note of these, and as the call progresses, illustrate how your offer may be able to help.
Providing your prospects with a logical argument to back-up the emotional pull of your offer is essential. This will enable them to defend their choices to key stakeholders to achieve sign-off.
It is human nature to want to share our opinions and thoughts. People feel good when others ask their opinion and so will normally be happy to share it.
Telemarketers can tap into this by asking questions such as ‘In your opinion, what’s the biggest challenge in x industry’ or ‘People in x industry seem to think x, do you find this to be true in your experience?
By empowering your prospect, they are likely to feel more positive about the call and may be more receptive to your offer.
Our mood is greatly affected by those around us, and the interactions that we engage in. When we are feeling negative, we are much less likely to tolerate sales calls. So, a telemarketer will need to somehow turn these feelings around.
Convey enthusiasm and this will be picked-up by your prospect. Equally, by projecting confidence, you can make them feel reassured. Together, these factors can help to keep the conversation positive, and create a ‘buying mood’.
Successful b2b telemarketing is all about making the prospect feel comfortable. Research has shown that people normally respond best to those who show similarities with themselves.
Where mirroring techniques can be used to copy body languages in face-to-face meetings, particular words and language patterns can be used in telephone conversations. So, carefully listen to the words your prospect uses and adopt them into your conversation, where appropriate.
Customer psychology is an important consideration for Telemarketers and other sales professionals. Our thought processes are often highly complex, with multiple factors influencing our mind-set, and emotion normally coming before logic.
By understanding a prospect’s psychological needs, you can make the call a positive experience for both parties. And, by taking your time to develop a connection, you can fulfil your over-riding objective; to get them to actively consider your offer.