Which is Best: High Pressure or No Pressure Selling?

Are high pressure selling techniques contributing to a high telemarketing representative turnover in your organization or business?

In my 21 years of  marketing & sales experience, I have worked for some organizations that trained their telemarketing representatives to pressure prospects into buying their service or product.  I remember one organization that taught their telemarketing representatives to make 80 to 100+ dials per day and encouraged them to work during lunch!

Companies that utilize B2B telemarketing programs that require 80 to 100 dials per day are usually programs that cause a significant amount of telemarketing employee turnover.  Because of the high rate of turnover, these organizations have to continue to advertise on Monster and the other job boards for new telemarketing representatives.  I call this Employee Attrition Marketing.  Companies that utilize employee attrition marketing are not concerned with reducing their employee training costs by creating realistic B2B telemarketing programs that will increase the tenure of their telemarketing employees.  They are only concerned with consistent call volume even if they have to hire new “bodies” to be on the phone every month.

The best telemarketing technique to use should be based on no pressure techniques.  Ari Galper correctly teaches that B2B telemarketing should be based on trust.  If you do not gain the  trust of your prospect, then your entire sales process is doomed to fail.


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