5 Key Traits to Look for in a Top Telemarketer

Modern marketers operate in a fast-moving, exciting sector driven by rapid innovation and technological change.

But the pace of evolution taking place in the industry doesn't necessarily mean that more traditional methods - such as engaging with leads and customers over the phone - are no longer relevant.

Indeed, telemarketing can play a key role in your wider strategy and help you achieve valuable goals like high-quality lead generation and stronger customer relationships.

Like any aspect of business, telemarketing can only succeed if you have the right people and skills to execute it. Here are some of the key traits that define successful telemarketers:

1. Communication

Considering the nature of the job, it goes without saying that telemarketers need to be highly effective communicators.

But it's important to remember that communicating with leads over the phone, nurturing relationships and promoting the benefits of your product or service involves more than just talking. Listening is just as crucial, if not more so.

When a sales prospect asks a difficult question or raises a concern that could prove critical to their final buying decision, the telemarketer must be able to listen and take the information onboard. If they're able to do that and offer a satisfactory, constructive solution to the objections raised, the customer will have more confidence in the company's overall ability to respect and meet their needs.

2. Product understanding

Your telemarketing team can't be expected to effectively promote your products or services and explain their benefits without a strong understanding of exactly what they are and how they work.

Leads you hope to convert into customers will inevitably have some very specific questions about the details of your offering and why they should be interested in it. Telemarketing professionals must have the in-depth product knowledge required to answer them.

If you want your people to be fully prepared for the challenges they're likely to face on marketing calls, consider running a dedicated product training program. This will ensure your team fully understands what they're promoting, why it's a good fit for the customer's needs and how it's different from your competitors’ offerings.

3. Tact

Marketers who know how to be tactful are likely to prove more effective at nurturing relationships with leads and giving customers the time and space they need to make a decision.

In many cases, marketing - especially a direct, one-to-one discipline like telemarketing - is about knowing when to back off and give someone the opportunity to think about their next move, with no pressure.

Being too aggressive and pushy at the wrong time will leave customers with a negative impression of your brand. They'll be less likely to buy from you and, in a worst-case scenario, could discourage others from using you as well.

4. Empathy

Customers want to know that you understand their needs and you'll do everything you can to help them achieve their most important goals. Your telemarketing team can give potential buyers this confidence by demonstrating empathy.

Success in this area of business often depends on marketers being able to show they've done their research on the customer and recognize their concerns and priorities. Again, listening is a crucial part of the equation.

If your telemarketers are able to put themselves in someone else's shoes and see the situation from the customer's perspective, they'll have a much better chance of getting good results for the business.

5. Resilience

Unfortunately, rejection and pushback are part of the job for telemarketers. People working in this field will spend a lot of time hearing the word 'no' and having to deal with objections and procrastination from customers.

The most successful telemarketing professionals will have a range of skills and techniques to overcome these barriers. They’ll also have the resilience to accept setbacks, learn from them and move on.

Taking valuable lessons from every call, regardless of the outcome and whether the interaction is considered a success or a failure, will ensure that telemarketers are constantly developing and improving for the benefit of the business.