Discovery call telemarketing process

lead generation development
George Clay

Finding new customers  begins with finding the right prospects.

A method I favor is a discovery call telemarketing process.

But how to do it. Where to begin?

  • Start with introductory cold calls that qualify each prospect to determine if your business is a good fit for what they need. Make your introduction specific and brief…twenty seconds or less.

  • Keep your call relaxed, almost informal tone. A discovery call script you write yourself and are comfortable using will help you accomplish this by giving you confidence and the ability to control each call.

  • A discovery call telemarketing process  is about information gathering. That means finding out if the person you are calling is a qualified sales prospect. Your lead generation sales script guides you into asking specific questions that properly qualify —or disqualify— each prospect.

  • Picture a crowded room. Your goal: find the folks interested in your offer. How to do it? Ask for a show of hands. There, that’s the goal of your cold call — (1) finding the right prospects;   (2) separating them from the crowd; then (3) qualifying their interest level.

  • It’s here the weak prospects are weeded out…and the better qualified prospects  are engaged for careful and methodical follow-up calls.

  • Lead Generation Development requires educating  your prospects — over time — on on why they are better off buying from you rather than from your competitors.

  • Use contact management programs.   Generating qualified B2B sales leads from contact lists scattered about on scraps of paper or on business cards is fine. But enter these prospect names into your contact management program for effective sales prospecting follow-up.

  • Be patient.  You’ll get more appointments if you build your prospect list with routine follow-up calls.

  • Discovery call telemarketing is a form of direct marketing.  And building a highly targeted database is the key to any successful direct marketing campaign.

  • Therefore, view each call as a means for fine tuning your customer development database. It’s a work in progress that never ends!

Also, for further study:

  • Harvard Business Review On Cold Call Sales Prospecting
  • 7 New Rules for Prospecting In The Age of The Customer





  • Not glamorous but still very effective direct marketing tool. Use your phone to market your business, build your prospect list & make more sales by reaching buyers in ways that are practical & easy to test. Old school? You bet. But it still works.

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