Fifth in a series of articles, well discuss various issues and practices associated with modern ways of selling over the phone.

***************************************************************** The New Telemarketing is a set of selling practices designed to accomplish several things:

(1) To sell more goods and services than its predecessor, the traditional style;

(2) To be less offensive than its predecessor to buyers;

(3) To be consistent with a customer service style of communicating;

(4) To help in recruiting and retaining qualified phone representatives and managers; and

(5) To repair and reform the image of telemarketers in business and consumer communities. *****************************************************************

Traditional telemarketing is a one-size fits all method. It presumes that everyone has the same needs, and a solution, pre-selected by the seller, will be appropriate in every conversation.

The New Telemarketing operates from the premise that calls need to be custom-manufactured. This means certain elements need to appear in all calls, but there are some unique aspects that need to be customized to the tastes and interests of each listener.

Moreover, even if listeners were, in fact, the same, and had identical needs, they want to be treated as individuals, and the ritual of eliciting their individual needs constitutes a significant buying satisfaction, in itself.

Specifically, a New Telemarketing call will get the prospect to say these three things:

(1) I have a need.

(2) My need is important, and worth addressing, now.

(3) I want your help in addressing it.

When a customer utters these things, she is qualified and motivated, and she realizes it from monitoring her own admissions along these lines.

From this moment of acknowledgement, the buyer pushes for completion of the sale, and the seller doesnt have to push, at all.

This is a defining moment in a New Telemarketing call.

It feels as if the customer is freely choosing to buy, instead of forcibly being sold.

And the conversation feels like a customer service encounter and not a contentious selling situation.

In future articles well discuss the mechanics involved in getting customers to agreeably disclose they have a need, it is important, and they want our help.