Telemarketing isn't easy; most people would agree it is one of the most thankless jobs in the sales profession.
But the fact of the matter is that you can contact a ton of people by doing it.
I have done a wide variety of sales related jobs, from selling lawn care to selling residential mortgages, one rule holds true.
If you are afraid of the phone, you will never reach your true potential.
In this article I will address some key points on how you should find prospects for your selling campaign, to how to get by the gatekeeper, and even divulge some personal opinions on how to effectively close a sale.
Know your Market A lot of people used to think that it was effective to just pick up a phonebook and start dialing, well from my experience it doesn't quite work that way.
A person looking to sell looking to sell Vision insurance doesn't solicit the blind.
You need to qualify your prospects before you contact them.
There are just certain people who will never have a need for your product from a business to business standpoint.
Here are some effective ways to collect prospects without blowing your bank account.

1. Find a website that provides you with the profiles of the companies you wish to contact.
   One of my favorites is Manta.
   com.
   This provides you with info on the management team as well as the type of business they do.
   
2. Make a list of the types of businesses that have a substantial need for your product.
   You wouldn't want to target renters if you are selling homeowner's insurance.
   
3. Target the businesses least likely to already have a product similar to yours.
   If you are selling security systems, get in touch with new business owners and pull building permits at the courthouse, more free info.
   

Call, Call, Call I have played this scenario out in my head over and over, is it more effective to go out and pound the pavement or to telemarket to get your prospects? The fact is, in one hour I can call about 20 people and on average I will talk to a decision make 25% of the time.
If you are out on the road, you are unable to so easily target specific types of business, and you waste a lot of time leaving cards that may never reach who they were intended for.
In a months time I once generated 45 SOLID APPOINTMENTS by telemarketing.
A solid appointment to me is one where I have established a need for my product and a reasonable level of interest.
The following month, I spent my time on the road, I generated a total of 23 appointments and saw a 60% decrease in overall sales the following month.
Save the time and the gas, since only about 2% of sales close on the first contact, why not make the face to face the second contact and increase your chance of making the deal on your first real visit.
Here are some tips for effectively telemarketing.

1. Never pitch the gatekeeper, their job is to deflect the sales calls.
   
2. Never offer too much info on the phone; you could talk yourself right out of ever meeting the person.
   
3. Don't give the gatekeeper a chance to identify you as a salesperson
4. Give your name before the gatekeeper asks for it, "Hi my name is Neil Kilgore, I have some questions about your website, who handles that?"
5. Always save the contact info the gatekeeper gives you (name, extension, email); if you end up leaving voicemail you can always use the information to follow up more easily down the road.
   

When you get the Decision Maker on the Phone You have made it buy the tough part, now you have to assume the appointment.
Approaching this as a cold call will lose you the meet 9 out of 10 times.
Assume the fact that if they don't have a product like yours they need it.
If they do have a product like yours then assume yours is better.
The idea is to get in front of someone, make sure you don't put the heat on too high out of the gates or you will spook the prospect.
Use words that sell like savings, safe, secure, beneficial, quality, etc.
The key in any pre-meeting call is to spark some sort of interest in your product.
Make sure you do this by asking key questions and not just regurgitating a million things about your company.
Let them show you they have a need and react to it, then assume the appointment.
Spewing out random info that may not pertain to their needs is something they hear with every cold call solicitation.
After you get in front of the person who decides your fate, it is up to you.
Remember, every CEO, VP, CFO, or any manager is thinking return on investment.
Find out how your product either keeps or puts money in their company's pocket, and you will usually win.