Some people are gifted with communication skills, not only in terms of being able to engage people in a smooth conversation, but also in terms of being able to articulate words and phrases that every unique person will most likely understand.

However, skills can be taught, too.

Even professional B2B telemarketers would benefit from constant training, especially in the midst of today’s evolving business landscape. It pays to know how effective your current conversational techniques are, which ones are not working, and what you can do about them, before your entire lead generation campaign topples down.

Remember, it’s not just about what you say; it’s also about how you say it.

They don’t need to know everything

Educating prospects is a good thing, but pieces of information that aren’t necessarily relevant can only do more harm than good. If it’s not going to help you bring the prospect to a decision, don’t bother saying it.

Break your entire presentation into small pieces and choose only what’s pertinent. Overdosing your prospect with so much information can only cause them to get confused and reluctant to commit.

Impart knowledge, not statistics

Numbers and figures may sound very impressive over the phone, but business people are looking for insight and knowledge. They want to learn more about their problem and how they can solve it.

So instead of saying “Our success rate has increased from 70% in 2012, 85% in 2013 to 90% in 2014”, you can say something like “The number of satisfied customers we’ve served has been significantly growing in the last 3 years”.

Talk like their welfare is your bottom line

Sales pitches can often sound too pushy that prospects can’t help but think that you’re only saying things to convince them to buy. Telemarketers should position themselves as people who are trying to offer help, despite the true nature of business.

Talk about their situation. Talk about how things can get better. After a solution has been established, that’s the time you can put on your sales hat.

Put things in perspective

Just because you think your product is effective doesn’t mean they should also think so. Just because everyone else is buying it doesn’t mean they should. What may be a perfect product or service in your eyes may not even be worth considering for them. Why should you accept this reality? Because each business has unique pain points.

That’s why it’s important for a telemarketer to know more about a business before making any offers. The more you know about their situation, the more you can customize your pitch to fit their needs.