Telemarketing is a direct marketing process that involves contacting customers by telephone . This sales technique helps to retain existing customers and attract new ones. However, successful telephone prospecting requires knowledge of methods that can arouse their interest and lead them to make a purchase.
In this article, we show you how to Telemarketing: succeed use the BRAVO model to make your welcome calls a success.
The challenges of telemarketing
Over the years, telemarketing has seen its activity evolve. In order to use this sales technique optimally, companies must adapt to technological and social changes.
Ensuring the quality of customer relations
In the past, call centers were only interfaces between customers and companies. Today, in addition to their primary vocation, call centers play a major role in brand image and customer loyalty .
Indeed, thanks to the accurate mobile phone number list evolution of technologies, the stakes are higher and are no longer limited to a simple exchange of information. These platforms are now at the heart of customer relations for B2B and B2C companies . Their use contributes to improving relations with consumers.
Beyond its main missions, namely the exchange of information and the improvement of customer relations, telemarketing gives companies the opportunity to know their customers better. Thus, they are able to support them and inform them before, during and after their purchase.
Adapting to the omnichannel journey
Changes in technology have impacted customer relationship management within companies. In the past, information came only from companies. They used call centers to prospect or communicate with their customers.
Now, thanks to digital technology and the proliferation of communication channels, consumers have the opportunity to give their opinions publicly. The information provided by Internet users is increasing on websites, chats, social networks or forums, and gives companies the opportunity to better understand their customers’ expectations.
Implementing an omnichannel customer experience has become essential for companies aiming to strengthen their customer relations.
Focus on the Welcome Call
Making a successful welcome call cannot be improvised! In addition to having this task carried out by experienced customer advisors, it is essential to know best practices.
What is a Welcome Call?
A welcome call is a key market trend prospects, possible directions and welcome call addressed to a prospect. It occurs after the first order or following a positive response from an email campaign. It is the first exchange between the company and the prospect . The latter feels considered, because you show him interest.
This process is suitable for the B2B sector . In the B2C sector , new customers can be welcomed with a welcome email.
How to use the BRAVO template
The BRAVO model helps to clarify the objectives of the Welcome Call. These are aimed at the customer’s emotions and the creation of emotional bonds:
- B is for (message of) Welcome .
At this stage, the company must consider which channel would be most relevant to send the message. For some companies, a phone call can be costly. Considering sending an email might be more judicious. However, the company must ask itself if the impact will be sufficient. - R for Represent
The company chooses the person who will be able to represent the company in the eyes of customers. - A for Accompany
The reflection focuses on how the company can help the customer immediately. It can help them with the use of a product or service.
- V for Validate
This is the time for the company to ensure that the data it has on the customer is accurate.
- O for Organization
The contact person in charge of the welcome call asks the customer about their preferences in terms of information and communication. For example, they can ask about their interests and the time slots and channels they prefer to use to communicate, etc.
This is when the company co-builds its relationship with its customers.
Other tips for successful Welcome Calls
The welcome call should be short. It should not exceed 10 minutes. The ideal is to ask the prospect at the beginning of the call if he is available in order to have his full attention.
Limiting the length of your welcome calls allows you to be more productive and achieve your sales objectives.
You should also focus on ar numbers prospects who resemble your ideal customer. The goal is to know if your prospect should be integrated into a purchasing process. Through your exchanges, you should seek to know if your products and/or services meet their needs.
If your prospect shows interest in your offers and is ready to sign, you can hand over to the account manager or executive.
As soon as a company comes into contact with a customer or prospect, it gives them the opportunity to improve the relationship they have with them. Eventually, they will show a desire to purchase your products or services.
