Broadley Speaking | Secret to a powerful telemarketing campaign is by saying less

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How can saying nothing be more powerful than saying everything when using telemarketing?

June 2nd, 2015 by

SloganBroadley Speaking has gained recognition worldwide for helping companies to achieve their new business development goals for nearly 20 years.  This experience has shown the secret to conducting a successful telemarketing campaign is by saying nothing.

This might sound crazy, but what do we really mean?

Of course we are not suggesting that you call your prospects one by one and say nothing.  That would be mad and would not be successful!

What we mean is that it is easy to fall into the habit of selling by speaking, but this method will not change minds, if anything it makes people more inflexible in their decision.  We understand that it takes time to get hold of decision makers within companies, days, maybe weeks or months.  When you do finally get through, it is easy to fall into the trap of telling them all about your great product.

Why wouldn’t you, it’s the reason for your call right?

Wrong. The real reason for your call is to understand your prospects needs and problems.  Then to solve those with your solutions.

Silence is a greatly underestimated source of power within telemarketing.  In silence, we can hear not only what our prospects are saying but also what they are not saying.  Remember there is almost always more substance below the surface of what your prospects say than there is in their words.  They all have business critical issues they are not willing to reveal, agendas they won’t share or opinions too unacceptable to make public.

We can hear all those things and more, but only when we keep quiet.

So how do we do this?

Open Questions! – Who, What, When, Where, Which and How?

Asking open questions will allow you to time to really listen to your prospect, to understand their needs and tailor your solution to their needs.  It’s counterintuitive though and will take practice, but listening is far more persuasive than speaking.  The solution is to be interested not interesting!

Asking the right questions will allow you to gather valuable information from your prospects, which will allow you to tailor your solution to their real needs.  This linking of prospect needs and your solution will generate a greater success rate than telling the prospect which solution they should have.

Words do so often get in the way, silence can help you make connections.  Try asking your prospect an open question and just listen to what they have to say.  It softens you both, and makes you more willing not only to keep listening, but to incorporate each other’s perspectives.

You have to use silence with respect.

There are so many good reasons to be silent that it’s a wonder we don’t do it more often.  The reason we don’t is because it’s uncomfortable.  It requires that we listen to prospect’s perspectives with which we may disagree, but this doesn’t make them wrong, just different.  There’s something else we offer, as persuasive sellers, when we are silent: space for our prospects to step into.

So, how do we do it, in practice?  We all know how to be silent.  The question is: can we withstand the pressure to speak…

If you want to fully understand how Broadley Speaking can help you  be more powerful telemarketing campaign by saying less, call Hilary directly on 0800 988 7253


Intelligent Sales

“Our white board culture. When we refurbished the office a number of years ago someone came up with the neat idea that instead of using regular wallpaper we should cover the walls with write on / wipe off material, so effectively all available wall space has been turned over to one great big white board. The space is used for writing up team plans, monitoring performance, and listing achievements on a  team by team basis.”

Intelligent Sales

“Collaborative working – no sales person is an island, or they shouldn’t be! The calls have to go out and the spade work has to be done but when you’re working through the implementation of complex sales campaigns sometimes putting your heads together and combining intellectual property gathered on a call by call basis can bring great results. The Broadley Speaking teams get time to think and problem solve. Breaking new contracts, often measured in seven figures, is not easy work.”

Intelligent Sales

“Seamless connections with clients – We work with businesses, of all sizes, right across the UK, in  Europe and in North America. We work with them in our office and theirs and use our state of the art video conferencing facilities to keep in touch. This combined with our bespoke built campaign management software provides complete transparency across any campaign or programme of work.”

Intelligent Sales

“David and Hilary have worked together for the best part of 30 years. Between them they have sold and sales managed across 4 continents and across most business to business sectors. Hilary takes a hands on approach with all campaigns. She is a consummate sales director and has been nominated as a national ambassador for the Investors in People standard.”

behind the scenes at a high grade telemarketing company

“Holistic approach to sales – often we work with clients to help them reposition their sales propositions. Acting as ‘critical friend’ we’ll work right back to their core value proposition in order to refocus and provide new impetus to their sales campaign. Similarly we work with clients sales teams and management to provide individually crafted sales coaching and training programmes.”


“Our environment –  we have created a light, modern, ergonomically designed work area to allow for maximum efficiency, comfort and pleasure – yes pleasure! We all spend a good deal of time at work , and do difficult and challenging work on behalf of our clients ; but it should be fun. We are fortunate that we have been able to create this in an historically significant building in the middle of World Heritage site.”