There is not much that is more frustrating than receiving telemarketing calls for products or services that a consumer has absolutely no interest in.
In November, I needed to make a decision regarding health insurance coverage beginning January 1, 2018, just like many other people did. It is now close to the end of February and I am still receiving telephone calls inquiring about my “recent” request for health insurance information. Just today I received two calls from different health insurance companies.
The online research and subsequent decision and purchase of health insurance were completed at the end of November with the first payment for coverage made in December. As a marketing professional, I am mystified by the number of telephone calls I am still receiving – at least one call per day with a telemarketer launching into a tirade of useless insurance information, leading me to produce the quick marketing tips below:
- List purchase: If your company purchases a list of telephone contact information, be certain that the list is good – that it has been vetted, that it is not old information, etc. There are many fly-by-night list houses that sell these consumer lists and there are also many sold by quality, reputable list houses as well. Choose wisely.
- Phone Call Script Opening: The first statement/question to be made by the telemarketer in the scenario cited above after a quick greeting should be “May I ask whether you are still searching for health insurance coverage?” The answer to that one question from the receiver of the call will determine whether the call will be continued or ended.
- Responsive, Polite Communication: Simple, to the point, two-way communication should be the objective for the caller. Consultative selling – determining the consumer’s needs and then providing the necessary information to fill those needs – should be the direction that the call takes. Then no one’s time is wasted, and the consumer receiving the call is less irritated.
- Get In; Get Out: Provide information and a call to action that the consumer can relate to and then close the call. It’s efficient and results in a positive outcome for the consumer and for the telemarketer.
- Last thought: And above all, please remember that if a consumer gets angry, it may be because they are on a do not call list. Your list house may not scrub the list sufficiently to pull those numbers out. Apologize and then end the call.