Not many people can imagine a world without telephones. They have become a fundamental part of our lives. Telephone communications have advanced to a degree of sophistication few people could've ever imagined. Telemarketing, voice mail, conference calling, email and fax machines have all added to this revolution.

The telephone is a critical tool in a successful job search campaign. It's almost guaranteed that you'll talk to a potential employer on the telephone at some point in the hiring process. Shrewd job seekers use advanced telephone marketing techniques in their job search. They use the telephone to make direct employer contact and to open the doors of opportunity. The telephone is a powerful tool in presenting your qualifications to an employer. Effective telephone techniques are critical skills all job seekers need.

Good telephone communication requires skills-- skills that can be learned. Just because someone talks on the telephone a lot doesn't mean they're effective communicators. In fact, many people who use the telephone frequently have mastered some very offensive habits. It's never too early or too late to learn good telephone communications. Telephone skills are marketable job skills many employers value.

In a comprehensive job search, you will be using the telephone to conduct research, cold call employers, make networking contacts, schedule meetings and to interview. Using the telephone is an efficient and effective use of your time and resources. The telephone can get you behind closed doors, which will help you contact those hard-to-reach people.

Scripting

Preparation is critical to good telephone communication. It isn't wise to call someone and just start talking. This may work for family and friends, but it will kill a job search. Telephone communications in a job search campaign are business calls, not personal calls. Actually, they're sales calls. Some people have a hard time with the idea of telephone sales. None of us likes a pushy telemarketer. But many of the same concepts and strategies that go into telephone sales go into your job search campaign. A business or sales caller has about 20 seconds to capture the hearer's attention. Therefore, communication has to be to the point and concise. There is no time to wander. Scripting is the answer.

Scripting is simply planning what you're going to say. Most people script important conversations-- they just don't realize that's what they're doing. Have you ever made an important call and found yourself hesitating to dial the last number? Or hanging up before you're finished dialing? You were probably scripting in your mind what you were going to say. You may want to take it a step further and write down what you plan to say. That's what skilled telemarketers do-- they have a script they follow.

Basic Principles of Scripting

• Have an objective for the call. You may be seeking information, trying to schedule a meeting or presenting your qualifications to a potential employer.
• Have a secondary objective. Often you won't achieve your primary objective, but every telephone call is an opportunity to solicit information.
• Know the name of the person to whom you wish to speak. If you don't know the person's name, then obtaining it becomes your first objective.
• Outline in writing what you want to say. This is important in the early stages of cold calling or when the call is very important. Later on, you'll script most of your calls in your head. Don't read your script. Your presentation should be natural.
• The script will depend on the goal of the call and whether you know the person you're calling. A good script should include the following:
  • Introduction--Tell the person who you are.
  • Lead statement--Make a quick statement designed to get the person's attention.
  • Body--State your purpose for the call.
  • Close--Accomplish your goal, ask for information, schedule the meeting, etc.

Script for Contact Information

• Caller--Hi. This is Jerry Job. I'm trying to contact the person in charge of marketing. Who would that be?
• Receiver--That's John Smith. He is the director.
• Caller--I need to contact him about some marketing concerns. Does he have a direct number or an extension number?
• Receiver--His direct number is 555-5555. Would you like me to transfer you?

Script for Follow-up Information

• Caller--Hello. This is Jerry Job. I interviewed for the computer programmer position last week. I'm just checking to see if the hiring decision has been made.
• Receiver--Not yet. We anticipate making our final selection this Wednesday.
• Caller--I'm still very interested in the position. You're doing some very innovative multimedia work that's on the cutting edge of today's technology. Best of all, you have a bright and energetic technical staff that understands the importance of team production. I'm sure we'd work well together. Would it be okay if I called you on Wednesday? What would be the best time?

Basic Principles of Telephone Communication

Practice--Telephone skills, like all skills, have to be practiced to be mastered. Start with low-risk calls. Practice your presentation with a friend and read your script out loud.

Deal With Voice Mail--Whether you like it or not, voice mail is a part of our lives. Speaking to a machine adds a new dimension to telephone skills. When you get voice mail, listen carefully to the message so you can comply with the instructions. It's a good idea to know what you will say before you make your call. Having a script ready will enable you to leave a message that's upbeat, simple, clear and concise. Your message should be 30 seconds or less. It's amazing how an otherwise skilled telephone user comes across as monotone and unsure on a message machine. If you have an answering machine, make sure your message is polite and professional, and be sure you answer your messages.

Select a Location--Call from a quiet place where you can concentrate. Don't call from a noisy restaurant, bus station, street corner, when the kids are yelling or the dog is barking.

Organize--Have all your job search materials nearby and take notes.

Listen Carefully--Communication is what's said, how it's said and the body language that's used. It's important to listen carefully to what you're saying, how you're saying it and how you're being received. If you sense you've called at a bad time, politely ask if there's a better time. It may be useful to tape record yourself while conducting a simulated call.

Catch "Buy" Signals--A "buy" signal is evidence that you've captured the person's attention. "Buy" signals usually take the form of questions. When someone is asking questions about your qualifications, they are, for the moment, interested in you.

Handle Objections--Objections come in many forms. "We're looking for someone with more experience or education," or "Sorry, we're not hiring right now." Press on to your goal and continue to sell your qualifications. Look for ways to eliminate the objection.

Follow-up--It's the persistent 20 percent who make 80 percent of the sales! The best time to plan a follow-up is when you make the contact. While you have the contact on the telephone, agree on when you'll call back. Keep a follow-up calendar and maintain a record of your contacts. If you agree to call back, be sure to do so. If someone agrees to call you, state the best time to be reached. The last thing you want to do is sit by the telephone waiting for a call that may never come.

Additional Telephone Tips

• Wear a smile on the telephone-- they may not see it but they'll hear it.
• Dress for making telephone contacts as you would for an interview. Your professionalism and preparation will be heard (you may also be asked to come right down).
• If you can't get past a shrewd receptionist, try before 8:00 a.m., during lunch, after 5:00 p.m. or Saturday morning. If you still can't get through, solicit the receptionist's assistance.
• Look for ways to compliment the person or the employer.
• Don't apologize for making the contact. You have a product they need and a right to present yourself.
• Don't sell yourself from a position of weakness or apologize for what you don't have or haven't done. Sell yourself from a position of strength and stress those skills, attributes and accomplishments attractive to the employer.

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