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Old School Telemarketing Tactics

by I_AM
16 replies
What exactly is old school telemarketing? I hear people use this as a pejorative. Please give some examples of what is consider old school tactics.

Is it ever okay to be aggressive when telemarketing? I got tired of prospects lying to me so I got pretty aggressive with the facts and their failures. Some got angry, but one lady gave me a sale.

Is being direct and not afraid of being labeled a salesperson old school?

Thanks
#school #tactics #telemarketing
  • Profile picture of the author kenmichaels
    Originally Posted by I_AM View Post

    What exactly is old school telemarketing? I hear people use this as a pejorative. Please give some examples of what is consider old school tactics.

    Is it ever okay to be aggressive when telemarketing? I got tired of prospects lying to me so I got pretty aggressive with the facts and their failures. Some got angry, but one lady gave me a sale.

    Is being direct and not afraid of being labeled a salesperson old school?

    Thanks
    If your not being somewhat aggressive, your not doing your job,
    and your definitely not doing the prospect any favors.

    If you made people angry, you might want to dial it down a notch.

    Would you want to make a spend money and make a important
    business decision with some one who is all wishy washy and soft?

    The key is to be firm, knowledgeable, and always in control.

    btw, you can be fairly aggressive, without the prospect even KNOWING it.

    Also, when i say aggressive, i don't mean, "being a jerk" or being "rude"
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    • Profile picture of the author David Miller
      There is an old school of thought, particularly pertaining to telemarketing, that "to be sold" is to "to be tricked into buying" and sadly, to some extent it held true. To this day so many transactions are conducted over the phone which are questionable at best.

      Those that come to mind most recently are in the areas of debt settlement, loan modification, and auto warranties. I have to say that I have some personal knowledge of these and the prevailing attitude is "let the buyer beware" and with the availability of resources to virtually any consumer, it's hard to argue that philosophy. Although it doesn't excuse the behavior.

      However, the fact remains that people/businesses need to be "sold" or more realistically, guided to making a decision to buy if the conditions are appropriate. So this brings us to the understanding of what is meant by "old school" and what it means in this forum in particular.

      Many in this forum are under the impression that the product is the message and it should be good enough to sell on it's own merit. Therefore those of us that would have the temerity to "ask for the order" are labeled as pushy and "old school" but I would say that we would be better labeled as "bank depositors" instead.

      Everything needs to be sold. The greatest discoveries and inventions had to be sold.

      Do you think the public was anxious to get on the first airplanes? I'll wager that fire scared the sh*t of more than a few folks. People thought the automobile, the radio, and television were passing fads until someone decided a little bit of "old school" sales might be in order.

      "Old school" should mean nothing more that leading the prospect to making a buying decision if the conditions are right to do so.
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      • Profile picture of the author John Durham
        I think people tend to think of it as just hardballing, bullying, not taking no for an answer...

        Personally as I matured, and began to recognize the difference between a "prospect" and a "suspect"... I quit doing that and started identifying more prospects, and saving my sales energy for them, which in turn leads to an easier style, because with a true "prospect" you only have to make mild "suggestions" to move the conversation around and control it, as you already have their interest and they "want" to be sold.

        Now we arent talking about "laydowns", but truly the more you do it the better you are able to recognize true prospects, and you identify more of them than the average person and you pitch easier.

        Nobody ever sees me coming on the phone. I am so easy going that I can have my head down and you might barely hear me talking for 3 hours and I will pop up and have the top score....

        of course sometimes you get burnt out and tired and want to show out and act stupid... messing with people on the phone and ribbing your buddies...but on an average day, if Im real focused, you may not even know Im in the room.

        I may be way down into my head phones trying to get that "Barry white" tone in my mic...lol...Never works but the tone I get "trying" is pretty cool.

        I kind of like to mess with the laws and see if I can go for days sometimes not even rebutting at all...and still beating my quota... or just a quick turn of a soft rebuttal here and there.

        They teach hard balling rebuttals... because its a duplicable system for those on their way to becoming Jedi's.

        Havent read Ken and David's answers, and they are probably different because you are not asking how to not rebutt you are asking what hard balling is... but Im sure it doesnt get any finer than their advice, this may or may not be a different perspective3 , but they are all just different operating systems.
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        • Profile picture of the author I_AM
          Thanks guys


          Originally Posted by John Durham View Post


          Nobody ever sees me coming on the phone. I am so easy going that I can have my head down and you might barely hear me talking for 3 hours and I will pop up and have the top score....
          Listening to your audio series made me feel bad because there's noway I'll ever be as smooth as you.
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          • Profile picture of the author John Durham
            Originally Posted by I_AM View Post

            Thanks guys




            Listening to your audio series made me feel bad because there's noway I'll ever be as smooth as you.
            Yeah you could. I got that way from listening to my own voice in headphones on thousands and thousands of calls... trust me, you can train yourself just takes alot of practice thats all.
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      • Profile picture of the author KingOfContentMarketing
        Originally Posted by David Miller View Post


        Everything needs to be sold. The greatest discoveries and inventions had to be sold.

        Do you think the public was anxious to get on the first airplanes? I'll wager that fire scared the sh*t of more than a few folks.
        True. Even after the Wright Brothers reported the first successful flight, the worldwide response was "meh."

        "The Wrights sent a telegram about the flights to their father, requesting that he "inform press." However, the Dayton Journal refused to publish the story, saying the flights were too short to be important. Meanwhile, against the brothers' wishes, a telegraph operator leaked their message to a Virginia newspaper, which concocted a highly inaccurate news article that was reprinted the next day in several newspapers elsewhere, including Dayton.The Wrights issued their own factual statement to the press in January. Nevertheless, the flights did not create public excitement--if people even knew about them--and the news soon faded."

        Even when they returned to Dayton and had even more success it was played down.

        "In years to come Dayton newspapers would proudly celebrate the hometown Wright brothers as national heroes, but the local reporters somehow missed one of the most important stories in history as it was happening a few miles from their doorstep. James M. Cox, publisher at that time of the Dayton Daily News (later governor of Ohio and Democratic presidential nominee in 1920), expressed the attitude of newspapermen--and the public--in those days when he admitted years later, "Frankly, none of us believed it."

        A few newspapers published articles about the long flights, but no reporters or photographers had been there. The lack of splashy eyewitness press coverage was a major reason for disbelief in Washington, D.C. and Europe and in journals like Scientific American, whose editors doubted the "alleged experiments" and asked how U.S. newspapers, "alert as they are, allowed these sensational performances to escape their notice.""


        Source:
        Wright brothers - Wikipedia, the free encyclopedia
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  • Profile picture of the author Blase
    Old school is asking leading questions.
    It's maniplitive.
    An example would be...

    So Mr. Prospect which color would be better for you
    red or or blue?

    How did you want to pay for that credit card or check?
    This is asked before the prospect said he wants to buy.

    On the phone it's...
    So would Tue. morning be better for you or Thursday afternoon?
    Before they agreed to a meeting.

    It's asking leading questions that traps a prospect.
    Most people see it coming.

    That's why having a prospect contact you is so much better
    than you contacting them.

    I got in on a course about 5 years ago from a guy who's name I have forgotten.
    Now keep in mind I have been in sales for 40 years.
    I trained 100's of people.

    This guys course was the best sales training I have ever been through.
    It was based on the prospect coming to you and as you went through a call
    the prospect sold himself.

    I am not at my home were my marketing library is so I can't tell
    you the name of the guy or the course, sorry.

    I know his first name was Ed, his last name started with and F.
    Maybe somebody here remembers.
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    • Profile picture of the author David Miller
      Could you please explain how a course that teaches "how to have the prospect come to you" is a sales training course. If anything, it's a marketing course and if it's repeatable and reliable, it's something worth knowing about.

      However, asking questions is not by necessity manipulative. There are a great number of people in this forum who believe that the simple act of calling a prospect to qualify them is manipulative. When I see posts such as yours it saddens me because it leads people to believe that the easy "let them come to me" approach is the best way to build a business.

      In some cases that may be true, but taking action and making business happen is generally more cost effective and allows you to be in charge of your own business. Any system, regardless of how effective it may or may not be, that is predicated on other people coming to you, leaves the destiny of your income in someone else's hands.
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      The big lesson in life, baby, is never be scared of anyone or anything.
      -- FRANK SINATRA, quoted in The Way You Wear Your Hat
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      • Profile picture of the author Blase
        Originally Posted by David Miller View Post

        Could you please explain how a course that teaches "how to have the prospect come to you" is a sales training course.
        I don't think I said it teaches you how to get people
        to come to you. I think I said...
        " It was based on the prospect coming to you "

        However, asking questions is not by necessity manipulative.
        I agree.


        There are a great number of people in this forum who believe that the simple act of calling a prospect to qualify them is manipulative.
        I don't think calling someone is manipulative at all.
        However I do think that them calling you first or responding
        to your offer to call them is much better.

        When I see posts such as yours it saddens me because it leads people to believe that the easy "let them come to me" approach is the best way to build a business.
        For most people it is.
        Statics show most people not only hate sales people they could never
        sell anything to any one.

        I've run sales teams and this is how it breaks down even with
        sales people.

        10% are independent.
        10% need a kick in the pants now and then.
        80% need a mother.

        So how well do you think most of the people on this forum
        are going to do trying to be a sales person and make cold
        contacts?

        BTW, I believe the best way to build a business is to first
        buy one that already exists or by referrals.

        In some cases that may be true, but taking action and making business happen is generally more cost effective and allows you to be in charge of your own business.
        What kind of action do you recommend?
        How do you make business happen?

        Any system, regardless of how effective it may or may not be, that is predicated on other people coming to you, leaves the destiny of your income in someone else's hands.
        Then can you please explain to me how the biggest most successful
        direct marketing companies manage to do it by letting the prospect
        make the first contact?

        Or why we use email optins to get prospects to come to us?
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        • Profile picture of the author David Miller
          I have no desire to reply in any fashion to anyone that would say with auhthority:

          Statics show most people not only hate sales people they could never
          sell anything to any one.

          Clearly the most ridiculous statement I've seen to date on a forum where the purpose is to assist people trying to build their business.

          What you're proposing is for people to sit back and wait for business to come to them, that's the bottom line of your system.

          In the words of JD.....I'm out!
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          The big lesson in life, baby, is never be scared of anyone or anything.
          -- FRANK SINATRA, quoted in The Way You Wear Your Hat
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          • Profile picture of the author Blase
            Originally Posted by David Miller View Post

            I have no desire to reply in any fashion to anyone that would say with auhthority:

            Statics show most people not only hate sales people they could never sell anything to any one.
            I actually thought that people in sales knew this, if it was so easy
            I wouldn't have made all the money that I did during my career.
            There also wouldn't be so many WSO's on how to get clients.

            And that's why a huge number of wannabe "offline marketers" are not seeing results.
            They think they can do it all, sales is a skill, just like any other skill.
            Just because you start an SEO business helping offline clients does not mean
            you can sell or that you can sell your services.

            Clearly the most ridiculous statement I've seen to date on a forum where the purpose is to assist people trying to build their business.
            I am more than happy to help and encourage people, but I am not going
            to lie to them. Do what you are good at and hire the rest. I actually
            have people emailing me all of time asking me questions that prove to be very helpful to there business.
            I answer all of those emails when I can at no charge.

            What you're proposing is for people to sit back and wait for business to come to them, that's the bottom line of your system.

            In the words of JD.....I'm out!
            I am not proposing that at all.

            First off you started this conversation, my first post just answered
            I_AM's question, and I believe my explanation of what "old school" is
            was accurate.

            If I had to I would still...
            Knock on doors.
            Make cold calls.
            Speak at events.
            Have free seminars.
            Do mailings.
            Send emails.

            But there is a difference I know what I am doing. I can
            get business doing that, most people can't.

            I have built and sold three business's and I worked my @$$ of to do it.
            No one that succeeded has ever sat and waited for business to come to them, me included.
            I just don't see in my comments where you got that idea.

            I am not angry or trying to be argumentative, I am just sharing what
            I have learned from 40 years of selling.
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          • Profile picture of the author eguinan
            Originally Posted by David Miller View Post

            I have no desire to reply in any fashion to anyone that would say with auhthority:

            Statics show most people not only hate sales people they could never
            sell anything to any one.

            Clearly the most ridiculous statement I've seen to date on a forum where the purpose is to assist people trying to build their business.

            What you're proposing is for people to sit back and wait for business to come to them, that's the bottom line of your system.

            In the words of JD.....I'm out!

            I agree with David Miller. I'm done with this thread. It's sad when someone wants to argue for the sake of arguing with no real substance or positive message. I'm out too!
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            • Profile picture of the author Blase
              Originally Posted by eguinan View Post

              It's sad when someone wants to argue for the sake of arguing with no real substance or positive message. I'm out too!
              eguinan,

              I am begging you to show me where I am arguing.

              Plese show me because that is not my intent at all. :confused:
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        • Profile picture of the author eguinan
          Originally Posted by Blase View Post


          For most people it is.
          Statics show most people not only hate sales people they could never
          sell anything to any one.
          With all due respect, I would like to see those statistics. How can you explain the apple store being so full on any given day? There are ways many ways to buy things without contact with a sales person, yet people continue to visit stores and call sales teams for more info.

          To say that direct marketing is good and telemarketing is bad seems a bit unfair. They both have their pros and cons. Direct Marketing can reach more faster, but it is a passive form of sales. After writing the copy, you are entirely relying on that consumer to contact you before they forget.

          According to the DMA a successful Direct Mail campaign brings 2% response. That is response. They still need to be sold.

          I have sold everything from equipment packages to online marketing packages and can count on 10% sales using a dialer and tested scripts.

          I have managed and hired phones sales people. I agree that many what a "mommy", those are the ones I get rid of fast. I would say that any Warrior with an entrepreneurial spirit can be a great sales person. It just takes drive and independence.
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          • Profile picture of the author Blase
            Originally Posted by eguinan View Post

            With all due respect, I would like to see those statistics. How can you explain the apple store being so full on any given day? There are ways many ways to buy things without contact with a sales person, yet people continue to visit stores and call sales teams for more info.
            eguinan,

            I am not sure I follow the Apple store example.

            This is a perfect example of a prospect coming to you.
            They make the best products in their niche, which attracts prospects.
            They are uber cool to own, which attracts prospects.

            Their sales people are not there to sell a prospect, they are there
            to answer questions, give demos, and help you make the right decision.
            I have never been sold in an Apple store.

            To say that direct marketing is good and telemarketing is bad seems a bit unfair. They both have their pros and cons. Direct Marketing can reach more faster, but it is a passive form of sales. After writing the copy, you are entirely relying on that consumer to contact you before they forget.
            I don't think I said that telemarketing is bad. As a matter of fact
            I employed telemarketers for 4 years.

            According to the DMA a successful Direct Mail campaign brings 2% response. That is response. They still need to be sold.
            WOW, the typical response rate used to be 1% and yes they still
            need to be sold. But now the prospect has raised his hand he has given you
            permission to help him with his decision.

            Do you see the difference?
            Cold calling is an intrusion.
            Calling someone that has requested it is an invitation.

            I have sold everything from equipment packages to online marketing packages and can count on 10% sales using a dialer and tested scripts.
            That's great, and who ever tested and gave you the scripts knew
            what they were doing and you have some skill. Do you think most people
            that want to do offline marketing know how to do that?

            I have managed and hired phones sales people. I agree that many what a "mommy", those are the ones I get rid of fast. I would say that any Warrior with an entrepreneurial spirit can be a great sales person. It just takes drive and independence.
            Hire slow fire fast!

            I do believe that anyone can be trained to sell.
            I don't believe everyone can be great.

            However, what I can't figure out is why if that's true why
            there are so many people failing and so many WSO selling the magic
            button to getting clients.
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  • Profile picture of the author eguinan
    Originally Posted by I_AM View Post

    What exactly is old school telemarketing? I hear people use this as a pejorative. Please give some examples of what is consider old school tactics.

    Is it ever okay to be aggressive when telemarketing? I got tired of prospects lying to me so I got pretty aggressive with the facts and their failures. Some got angry, but one lady gave me a sale.

    Is being direct and not afraid of being labeled a salesperson old school?

    Thanks
    To me old school telemarketing is much of what happens before you pick up the phone.

    Old school is a blanket approach to just call everyone. New methods make your job easier by using a targeted list, either using demographics or a list of people who have actually expressed an interest in that information.

    Old school dials one number at a time. New smarter methods use a dialer to eliminate disconnected numbers, busy signals and even answering machines if desired.

    Old school just wings it with the script. New methods use the dialer and dispositions to test script responses and repeat what works until your script is a well oiled machine. New methods also use the statistics available with a dialer to pinpoint the best day and time for the campaign to save staffing dollars and frustration.

    I think the angry aggressive sales person that some have referred to is just caused my the frustration of having no tested plan. I have had great success in telemarketing by present myself as a friend and expert. I don't need to apply pressure, but at the same time I keep going until they say no 3 times. I have been shocked with how bluntly I can put things and save the sale when I am coming as a friend and advisor.
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