In Telemarketing, Don’t Forget the Human Touch

A call my mother-in-law recently received led her to praise — yes, you read that right, praise — a telemarketer.

A rep of the Disabled American Veterans called one evening, and started his appeal with a chuckle, asking her if she would listen to his recorded message. She immediately liked hearing a telemarketer with a human side, acknowledging that she was about to be pitched. He then thanked her for her previous support and asked for a donation. Although she’s given regularly in the past, mom-in-law apologized and said she just couldn’t this year, because of the economy.

The man said he understood, and asked if she would mind telling him why she regularly supported the DAV. Was she a veteran, or was anyone in her family? No, she said. She just saw contributing as her small way of thanking those who had served their country.

“Thank you,” said the rep after a pause. “The world would be a much better place if more people were more like you.”

My mother-in-law laughed. “And the world would be a much better place if there were more telemarketers like you.”

The takeaway? Don’t hire reps who are robots. Scripts are swell, but callers who pick up on cues from the customers/donors/prospects will do more good in the long run for your organization. Sure, my mom-in-law didn’t give this year — but you can bet the DAV will be at the top of her list next time.

Q: WHAT TYPES OF TELEMARKETING PITCHES ARE WORKING THESE DAYS IN B-TO-B ?

A: ANYTHING TO HELP PROSPECTS DEAL WITH COMPLIANCE-RELATED ISSUES, AND STAY OUT OF TROUBLE WITH THE FEDS.

WHAT THEY NEED

The most important attributes of a successful contact-center agent are:

Source: Contact Babel/American Teleservices Association US Contact Center Operational Review