In spite of the laws restricting calls by the telemarketing services, cold calling is still an accepted means of generating sales leads and making a sale. It is unreasonable to assume your office will be mobbed by buyers unless you take the initiative to sell to them. By using telemarketing calls effectively, you can attract additional customers and enhance your business.

Here are a few tips that can improve the response rates of telemarketing calls:

1. Define the goal of the telemarketing call

The goal of a telemarketer’s first call is not to sell but to just create an opportunity for a sale. The first conversation is about setting up an appointment or getting some sort of a positive response.

2. Know your target customer

In depth market research should precede a telemarketing campaign. After defining the target audience, get details of the individual or company you will be contacting. By doing your research, you can align the service or product with the prospect’s needs and increase the relevance of your call.

3. Select an opening statement for the cold call

Prepare an opening line to begin the conversation. This avoids any mistakes and gets you focused. Don’t begin with “Is this a good time?” or “How are you this morning?” These statements give call recipients the option to terminate the call. Your call should start with a greeting and address the person by name (preferably with a Ms. or Mr.). Introduce yourself by giving your name and the organization you represent.

If you do this, it would be easier to take the conversation further. Use the information you collected on their business to present your product or service as a likely solution for their business needs. Jot down the opening line for reference before making the cold call. Don’t read it from your notes. Just use it as a reference.

4. Put together a script to refer to during the phone call

A script prepares the telemarketing agent for any questions or objections that may be raised by the prospect. List out the benefits of using a product or service. Keep a “problem-resolution” card handy. For every question the prospect may ask, you’ll have a ready response. This approach also projects confidence. The prospect feels she is communicating with a knowledgeable salesperson. Again, the script is for guidance only, and not for reading verbatim.

5. Be specific in suggesting a time for a meeting

Be specific when setting up a meeting. Ask “Can I meet you at 10 am tomorrow?” If it’s inconvenient, the prospect will propose an alternative but specific time and day.

6. Be polite to the people you talk to

In telemarketing, callers often connect to secretaries of the decision makers. Treat them with respect and note down their names for future communication. Getting on their good books is critical to getting your call forwarded to the right people. Be polite in asking them for information or details of the person to contact.

7. Send promotional gift items – something small but distinctive

Sending a unique gift is an excellent way to make your business stick in a customer’s mind. When you call them the next time, they recognize you immediately by having a recollection of the gift.

8. Make telemarketing calls in the morning

Decision makers have more time and energy in the mornings. Catch them early in the day rather than when they’re snowed under meetings or other work.

9. Be consistent in following up


Studies indicate that telemarketing sees success only after the fourth or fifth follow up call. In spite of this statistic, some telemarketers throw in the towel after the second follow up. Be persistent if you want to see results.

10. It is a numbers game indeed


Chance of making a sale goes up with each call. Let us be honest. Not every call would get you a sale or an appointment for further discussion. But if you make enough calls, some percentage will bring success. It is important to continually get better so that you can sell more with lesser number of calls. This is bound to come about if you keep calling the prospects and not get demoralized by negative responses.

The art of cold calling improves with practice. Capable telemarketers have under their belt, thousands of calls and a experience of handling wide-ranging set of customer responses. Keep at it and soon you would start to see success.

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