Monday, October 8, 2012

Telemarketing Tips – Breaking The Costs To Your Prospect

In marketing, it is popularly perceived that a high cost is a turn-off while a low cost is meant to attract. When it comes to telemarketing though, you will need to learn how to break both types of costs to a prospect because they will eventually demand to know.

How Can Telemarketers Break It To Them?

No matter how high or how low you perceive a price to be, your prospect can always have a different opinion. The context formed by reasons and situations also play a significant role. What is the cost about? Is it the cost of implementation? Are you talking delivery costs? Is this a cost that comes from consultation or repair? In short, being honest with the costs is not exclusive to just lead generation. Both current customers and prospects have their own respective reasons as to why they wish to know how much money they are going to pay.

You might not need to get your accountant or financial adviser on the line but your agents would do well to emulate them when it comes to simply pointing where their money goes. It also should call them to be aware of the average budget among companies in your target market.

The following list outlines a few situations where you must cite the costs right away and avoid suspicion:
  • During qualification – A prospect that has shown interest in a product does not always mean they have the money for it. This is why it is important, again, to be aware of what budget sizes to target. Still, not all prospects will immediately tell you. That is why targeting can help rule out a significant number of businesses too big or too small. You will at least have fewer candidates to disqualify. 
Related Content: How to Get Better Accuracy and Results in B2B Telemarketing
  • When prospects desire additional products/services – If you are offering something in packages, perhaps it would be better to suggest them instead of leaving it up to a prospect to make choices one by one. Just be careful when it comes to how much you know about them. Can your marketers honestly tell them and yourself that they will maximize every component of this package? 
  • When customers come in with a new problem – Seeing as even outsourced telemarketing service can double as customer support, they should be ready to cite costs if additional support comes with a few fees. And while you can justify these fees, you need to avoid sounding like you are profiteering from a defect. 
Related Content: Is Your Telemarketing Broken On Purpose?
  • During promo periods – There is also the occasional promo period when you slash prices in the hopes of attracting more leads as well generate more loyalty from current customers. However, both these customers and your prospects might include people who wish to know more about why you are cutting prices. As always, telemarketers should be prepared. 
With the global economy on a volatile roller-coaster ride, it is not surprising that many people tend to be price-sensitive. In a way, your marketers should be too by being sensitive about how your costs and fees will be perceived. Always make sure your B2B telemarketers know when and how to break the price-tag to your prospects.

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