Of course there are still common sense uses for telemarketing, but with the onset of digital messaging, I see its use and utility becoming a little like that of the FAX machine. I still have a FAX number on my business card, but really couldn’t pinpoint the last time it was used.

So, that brings me to today’s little post. While I was at lunch with some close friends, I saw a call come in on my cell phone that I didn’t recognize. Generally, and I’m sorry to those I’ve screened, I don’t answer calls from numbers I don’t readily identify as “friendly.” That may be due to the fact that I used to be the director of a loan collection telemarketing center, or it may simply be that I live in Iowa, where every 4-years-or-so, we become the political solicitation call capital of the world. In any case, if you’ve gone my to voice-mail once and left a “friendly” message, I can guarantee you probably won’t again (unless I’m too busy for real.)

So, I finished lunch and got back to the office to check my messages and I’m assaulted with the following:

Yeah, right?

So, let me smack this poor guy around a little…

1. The company (or guy) did a Google search for “Social Media” — maybe even as specific as “Social Media Marketing, Des Moines” and found my Website. BIG DEAL
2. He’s reading from a poorly written script. YAWN
3. His pitch was vague, broad and unappealing. CLICK
4. There was no tangible call-to-action. FAIL
5. There was no research or qualification to the call. DUH And
6. HE SURE AS HELL KNEW MY NAME IS ANDREW…  (he said it 9 times in less than 90 seconds! GOOD LORD! I’m vain, but that’s uncalled for!)

So, what are my takeaways from this little solicitation? Telemarketing can work if you approach it logically.

1. Don’t be a robot.  If I were to answer, I can only assume this guy would have, without taking a breath, given me the :90 seconds you just heard without engaging me for a second. If you’re going from a script, memorize it and interject sales points and benefits as the conversation progresses. Don’t read to me!
2. Be prepared. Sure a Google search and some skimming of a company website may give you the gist of who you’re calling, but with a little deeper dive (LinkedIn, Twitter search, etc.) he could have personalized some of the pitch to make me feel more comfortable that he was stalking me.
3. Don’t bury your lead. It took well over :50 seconds (of :90 total) for the “Hook” to be presented. If you want to get someone’s attention, you don’t have time for chit-chat, especially in this day of “Immediate Gratification.” I’ve seen his business model as a start-up happen in less time than it took him to tell me about it. TIME IS OF THE ESSENCE!
4. Finally, Leave ‘Em Hangin’… Don’t reveal the hook when leaving a voice-mail… Even when I was collecting student loans, I would leave messages that would make people think they should call back. Not by being deceptive or dishonest, but by feeding enough information to them that calling for the “punch line” seems logical.

Like I said, telemarketing can work, but it has to be used the right way.

Let me know your thoughts. Would YOU have taken this call? Would you have even listened to the enitre message before hitting DELETE?

Food for thought.

Keep Cooking,
Andrew B. Clark
The Brand Chef

I was contacted by a Web programmer the other day and, while at first blush, I was very impressed with his skills and portfolio; I was instantly turned off by the fact that he constantly referred to himself in the third person and as a plural.  Statements like “We have the most economical pricing…” and “Our clients have seen exponential return…” made me feel like I was being pitched by an account rep from some global conglomerate.

As the conversation continued I asked some simple (revealing) questions. “Who does the actual programming of your sites?” and  (amazingly enough) “Where are your offices?” came back with the answers me and my basement, respectively.

Insert Scooby-Doo “WTH” sound here…

So, within the first two minutes of our conversation, this poor guy went from impressive designer/developer to liar.  If he was willing to deceive me about the size of his “company,” what else was he willing to lie about? Sure, he (eventually) told the truth about being independent and working from his basement, but the perception that really stuck with me was the disconnect from “outward” portrayal and “actual” existence.

My advice to independent contractors struggling to position yourselves in this big, bustling world:  Keep the basic rules of TRUE Branding in mind at all times.

Be Truthful
Be Relevant
Be Unique
Be Engaging

Simple!

“Truthful” is the base criteria because it’s the most important.  If you have to make up statistics or create personae to make yourself feel/seem bigger, you’ve already failed.  If you’re an independent, tell your prospects.  If you outsource work to “partners,” make it clear. 

As a contractor, I would much rather work with a single, honest, independent genius than a million sub-par liars.

Don’t try to be (or even imply) something you’re not. And if you’ve gained enough weight to be considered “plural” then you need to call Jenny Craig.

Just food for thought…

Keep Cooking!
Andrew B. Clark
The Brand Chef