This is probably a guide that most telemarketers wish they were given before they began their job. The truth is, telemarketing is hard work. People don't like being called in the middle of dinner only to be asked what brand of toothbrush they prefer or if they would be interested in a free trial subscription to Redbook. Potential customers can get very nasty. Some will simply hang up, but what happens when you get one who actually wants to talk to you? These tips on handling those who do and those who don't will help a lot.

Telemarketers are given a script. They are told under no uncertain terms to follow the script. But the truth is, these scripts can get annoying and make you sound like a robot. So if you find an opportunity to get away from the script, even a little bit, do it. Don't let your supervisor bully you. If he should catch you and asks you why you deviated from the script, tell him that you felt it was necessary to do so. If you ended up making a sale, show him your sheet. That should shut him up.

Part of the script is of course inserting your name. This is something you'll only learn from experience but if you are of an ethnic background, such as Jewish or Spanish, you need to have an understanding of the area you're calling. For example, if your name is Sam Goldberg and you're calling an area that you know to be predominantly Jewish, then by all means keep your real name, but if you're calling an area that you know to be predominately Christian then you might want to think of changing your name to a more Christian sounding or even neutral sounding name for these areas. Perhaps Stan Green will do fine. Believe it or not, it makes a difference to how people will relate to you.

When talking to people on the phone who are generally interested in what you have to offer, if they ask you a tough question, one that you know the answer to will not make them happy, don't lie. It will only come back to haunt you and the company in the form of a returned item or worse. Tell them the truth, but always stress the benefits over that one negative. Try to make the customer see that it would be in their best interests to at least give your product a try. Tell them that it comes with a money back guarantee so they can always return it if they're not satisfied.

If you're a telemarketer doing a demographic survey where you have to ask the person a lot of questions about themselves and their buying habits, try to mix in some casual discussion with the questions. For example, say you are asking them what their favorite soap is and they say a brand that you never heard of. Tell them you never heard of it. Ask them what they think of it. Ask them if it's any good. If they say it's great tell them that you may try it sometime. Be personable with these people. It will make the conversation go a lot quicker.

More important that anything else, be yourself. Try to enjoy what you're doing. If you let your personality shine through in the calls then people will enjoy talking to you and your job will be a lot easier. For those who are nasty with you and hang up on you, don't take it personally. Shrug it off and move on to the next call.

Michael Russell
Your Independent guide to Telemarketing