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Denise Clancey

Guide to Establishing an Effective Telesales Training Program

Techniques for a successful telesales training outcome

By Denise Clancey, President, Teledirect Partners

Effective training is a key component to successfully selling via telephone.  The telephone sales representative has to combine telephone techniques, rapport skills, and sales skills in order to be successful selling to prospects and servicing customers.  

There are many companies and consultants who specialize in sales training, not all have expertise in telesales training.  Be sure to select a provider who combines sales training expertise with a proven telesales training program and a successful track record training telesales representatives.

Action Steps
The best contacts and resources to help you get it done


Look for the right training match for your business

Before engaging a trainer, be sure the training company’s customers match your company. Has the trainer trained companies that (1) target the same markets and industries? (2) sell to the same sized customers? (3) target the same decision makers?
I recommend: Search the internet for 'telesales training' and 'telemarketing training' to create your list of prospects.  Or you can search the members database of the American Teleservices Association.

Make it repeatable

The best telesales training programs are those that offer training in modules, allowing you to deliver the training and then follow up with training in key focus areas. Be sure to select a program that is easy to deliver frequently, either by engaging an outside trainer or by purchasing access to modules that you can use as needed.
I recommend: Phone Pro offers expert inhouse training and 'Train the Trainer'.  Business by Phone offers custom training, public seminars, and training cds & books.

Prepare in advance to reinforce the skills and techniques

Before the training starts, commit to reinforcing the telesales skills and techniques. Review this requirement with the trainer you select and establish a reinforcement and retraining plan before the training starts. The best way to do this is to establish a consistent schedule and make it fun.
I recommend: I recommend The Big Book of Sales Games by Peggy Carlaw and Vasudha K. Deming.

Tips & Tactics
Helpful advice for making the most of this Guide

  • Engage your managers and supervisors. A management team that actively participates in the training is one that is better able to reinforce the techniques.
  • Consider investing in ‘Train the Trainer’. Often this investment allows you to save money over the long run.
  • Set aside time each month to reinforce one skill. If your team is new, you may want to schedule one skill per week.
  • Engage your best telesales reps in the training. Provide an opportunity at staff meetings for your star performers to share their best tips and techniques.

The official source of Establishing an Effective Telesales Training Program is
the Telemarketing Consultants page at Business.com

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Recommended Solution Providers

Business By Phone: Telephone Sales and Service Techniques and Training
Be sure to check out the TelE-Sales Hot Tips of the Week.

The Phone Pro: Interactive Telesales Training with some fun added in for good measure
Fun and interactive Telesales Training offerings. For a little phone humor, check out 'Phone Phunnies' (www.phonephunnies.com).

Best Sites to Learn More

Call Center Magazine
It lists itself as the magazine for 'technologies, services, and strategies for contact centers'.

American Teleservices Association: Professional organization dedicated to the Teleservices channel
A resource for the latest on the issues, tools, and providers.

ICMI: International Customer Management Institute
Resources and information for Call Center professionals

Best Blogs and Forums

B2B Lead Generation Blog
Not just limited to Lead Generation, provides insights and tips and techniques.

Brian Tracy: Strategies and techniques for sales success
Need some motivation for you and your telesales team? I recommend Brian Tracy’s blog.

Call Center Magazine's blog
Comments and observations about the business of doing business by phone.



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