Conducting an effective marketing call, whether it’s with a lead or a customer can be challenging.
You want to make sure that you say the right things, ask the right questions, and build or nurture a strong working relationship.
Before you even pick up the phone, it’s important to remember that this marketing call isn’t a monologue.
You’re not reading from a script.
You’re not rattling off random statistics and jargon.
What you will be doing is facilitating a dialogue and encouraging a conversation where both parties are able to freely ask questions and voice their opinions.
And, just like with anything in life, practice makes perfect and when it comes to refining your approach to making a productive marketing call, you’ll want to keep these tips in mind.
6 Tips for Making a Successful Marketing Call
Dialogue & Listening
As was mentioned before, a marketing call shouldn’t follow a predetermined script. Sure, you’ll want to have some talking points in front of you but, the success of your call lies in your ability to listen to and create a dialogue with a prospect or customer. Your verbal behavior should be positive and engaging.
Qualifying & Probing Questions
In order to learn how to best help the prospect or customer, marketers must ask probing questions. When in doubt, ask another question relevant to the prospect or customer. Your goal is to uncover both fact and emotional-based needs of the person you’re talking to.
Overcoming Stalls & Objections
Throughout a marketing call, prospects will offer stalls and objections. Sometimes this is a result of a reluctance to tell you “No,” while in other instances you have not provided enough information for them to make a clear decision. Asking questions and listening enables you to know what you can do to help the prospect.
Tip: Overcome the stall or objection by pointing out the positive attributes your company offers to eliminate the “pain point” of the prospect.
Responding to Acceptance
When a customer appears to accept what you’re discussing, the marketer needs to propose action and close business. Far too often, a sale is left on the table due to inaction by the marketer during the critical buying moments.
Making the Ask
Current and prospective customers can not buy unless an “ask” is made. Once the prospect has moved through the above stages of the call, it’s time to make the ask. Marketers can and should be creative when doing this.
Upselling Existing Customers
Existing customers have already been sold on your company. As a result, increasing their level of business or services is much easier than starting “cold” with a new prospect. Marketers need to continually work to upsell existing customers and then make the ask.
Every marketing call is different, however, if you deploy these six tips during every conversation, you’ll start to notice a positive shift in your approach and ultimately your outcomes.
If you want to learn more about how to make the most of your next marketing call, contact us today.