Overcoming Call Reluctance, Part One

By Kathy Sisk

Whether you are a trainer, manager, owner, or a telemarketer, call reluctance—the struggle to make phone calls—has been an issue we all have dealt with. Call reluctance is more prevalent with newly recruited telemarketers and companies who are servicing multiple projects, such as third-party service agencies (call centers). With today’s progressive telemarketing environment and the increased career opportunities this industry has to offer, it is extremely crucial to understand what call reluctance is, why it happens, and how to provide practical solutions to overcome it.

Call reluctance is a concern for many call centers, and yet the solution is simple. To overcome call reluctance, you first need to identify the source of where it is coming from. Each year I visit various companies and conduct call center assessments. Most of my assessments have been able to identify two primary weaknesses that need greater attention.

The Agent’s Perspective

First, there is not enough focus on the three primary fears newly hired telemarketers have when they are prospecting for the first time on any given account.

These three fears are:

  1. How do I approach the prospect?
  2. What do I say during my presentation?
  3. When the prospect objects or resists me, how do I remain in control?

If not properly trained, the agent’s productivity will continue to be affected by these fears, the call center will experience high turnover, and the company’s bottom line will spiral down. However, agents can gain greater control of this problem by first identifying the sources of call reluctance, and then developing proven techniques to overcome it.

The Prospect’s Perspective

The second weakness parallels the agent’s three fears, but this time it focuses on the prospect. The key to prospecting is the relationship we develop with our prospects. Part of this relationship is understanding that prospects also have three primary fears they must identify and overcome. The prospect’s three fears also exist in the face-to-face selling arena, but the field salesperson has greater control as opposed to the agent who is prospecting over the telephone.

Next time I will share the three primary fears your prospects have when making outbound calls.

Kathy Sisk Enterprises Inc. has forty years of experience providing call center setup, reengineering, assessments, training, script development, and project management services to centers globally.

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