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Successful Commercial Phoning: 5 Expert Tips

  • Article written by Kevin
  • 23/03/2023
  • - 6 minutes of reading

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Telephony is one of the oldest and most effective means of communicating prospecting customers. Despite the rise of digital marketing, commercial phoning remains an essential element of any successful sales strategy in direct marketing. The personal touch of picking up the phone and talking to a potential customer can make all the difference in closing a sale. However, it is not always easy to navigate the world of commercial phoning . That’s why we’ve put together five expert tips to help you unlock the secrets of successful sales phoning to win over new customers.

Introduction to business telephony

Commercial telephony consists of prospecting new potential and existing customers by telephone. This method is commonly used in sales and marketing to promote products and services, generate new customers, and close deals. Teleprospecting is a personal way to connect with new customers and build relationships, but it requires a certain level of skill to be successful.

Understand the importance of business telephony

One of the main advantages of teleprospecting is its ability to provide a personal touch. In the digital age, customers are bombarded with impersonal advertising messages through email and social media. Telemarketing offers the opportunity to step out of the noise and connect with customers on a human level. It can also provide immediate feedback, allowing companies to adjust their business strategy in real time.

However, telemarketing can also be time-consuming and expensive. It requires a team of dedicated teleoperators, and not all customers are necessarily receptive to telephone calls. Understanding the benefits and limitations of commercial phoning is key to determining if it’s the right marketing strategy for your business.

Common mistakes in commercial telephone prospecting

One of the most common mistakes in sales phoning is not having a good marketing strategy in place. Teleoperators can place calls without understanding the customer’s needs or without having a specific objective in mind. This can lead to wasted time and missed opportunities. Another mistake is not preparing properly for a call, which can lead to blunders in conversation or the omission of important details.

Another common mistake is not handling objections properly. Customers may have valid questions or concerns that need to be answered before they agree to make a purchase. If callers don’t have the knowledge or resources to handle these objections, they risk losing the sale.

Calling for business purposes: Advantages and limitations

Commercial phoning has several benefits, including the ability to provide a personal touch, immediate feedback, and the potential for high conversion rates. However, it also has its limitations. Not all customers are receptive to telephone marketing and it can be time consuming and expensive to maintain a dedicated sales team.

It is important to assess the benefits and limitations of commercial phoning in the context of your business. Consider factors such as your target audience, the nature of your product or service, and your budget when deciding if telemarketing is the right approach for you.

Is commercial phoning still effective?

Despite the rise of digital marketing, telephone prospecting remains an effective way to connect with new customers. In fact, a study by The Rain Group found that 82% of buyers are more likely to agree to a meeting or a phone call when the approach is personalized. However, it is important to approach sales prospecting with a well-thought-out marketing strategy.

5 expert tips for successful commercial phoning

1. Prepare a sales call

Before carrying out a commercial prospection, it is important to have a clear plan. These include understanding the customer’s needs, identifying potential objections, and having a specific goal in mind. Telemarketers also need to make sure they have all the necessary information and resources, such as product information, pricing, and customer data.

2. Handle objections on a sales call

When handling objections during sales prospecting, it is important to listen to the customer’s concerns and address them in a clear and concise manner. Telemarketers should have an in-depth knowledge of their product or service and be able to give specific examples of how it has helped other customers. It is also important to have a back-up plan in case customer objections cannot be addressed immediately.

3. Succeed in your sales pitch over the phone

During a telephone prospection, it is important to be clear and concise. Telemarketers should emphasize the benefits of their product or service, rather than just listing its features. They must also be able to tailor their speech to the specific needs of the customer and give examples of how their product or service has helped other customers.

4. Build relationships with customers through a sales call

Building relationships with customers is essential in the field of telemarketing. Telemarketers must take the time to listen to the customer’s needs and offer personalized solutions. They should also follow up after the call to make sure the customer is happy and answer any other questions.

5. Measure commercial phoning success

Measuring the success of commercial phoning is key to determining its effectiveness. Metrics like conversion rates, call duration, and customer feedback can help businesses understand what’s working and what needs improvement. It is important to track these metrics over time and adjust strategies as needed.

Examples of sales pitches in the context of commercial phoning

A good prospecting sales pitch should emphasize the benefits of the product or service, rather than just listing its features. For example, telemarketers of customer relationship management (CRM) software might say:

“Our customer relationship management software can help you streamline your sales process, saving you time and increasing your productivity. With our software, you can easily track customer interactions, manage potential customers and measure your team’s performance. Our customers have seen an average increase in sales of 20% within the first six months of using our software.”


Commercial phoning remains an effective way to connect with customers and new customers in order to close sales. However, it requires a certain level of skill and preparation. By following these expert tips, companies can improve their sales prospecting strategies and build stronger relationships with their customers. Remember to prepare for sales calls, handle objections properly, tailor sales pitches to specific needs, build relationships with new customers, and measure success over time.

What is commercial phoning?

Commercial phoning is a sales technique that consists of contacting prospects or customers by telephone to present a product or service to them and encourage them to buy.

How to succeed in commercial phoning?

To make a successful commercial phoning, it is important to prepare your pitch, to know the prospect or client well, to listen and meet their needs, and to end the conversation on a positive note.

What are the rules to follow in commercial phoning?

In commercial phoning, it is important to respect the legislation on cold calling, to introduce yourself clearly from the start of the call, not to insist if the prospect or customer is not interested, and to take notes. for monitoring.

How to organize an effective commercial phoning campaign?

To organize an effective commercial phoning campaign, it is important to define your objectives, select your target, choose the most relevant times, prepare a call script, and measure the results to adjust your strategy.

What are the advantages of commercial phoning compared to other sales techniques?

Commercial phoning makes it possible to personalize the contact with the prospect or the customer, to answer their questions in real time, to create a relationship of trust, and to obtain rapid results.

How to optimize telephone prospecting in B2B?

To optimize telephone prospecting in B2B, it is important to focus on companies that are likely to be interested in the offer, to prepare an argument adapted to each company, to propose an appointment rather than to sell directly, and regularly follow up with prospects to maintain contact.


Kevin est un rédacteur spécialisé sur le thème du marketing en ligne. Il rejoint l'équipe de rédaction de SoContact en Janvier 2023 afin de simplifier l'accès à l'information sur le marketing en général.