When you uncover an important need, problem or interest of the prospect's, jot it down. Writing it down assures that you will remember the point, work it into your presentation and leaves your mind clear to listen for more vital information. To establish trust and likability the telemarketer must speak in a manner that makes the prospect comfortable. People like and trust those folks that are similar to themselves. By carefully monitoring your words, speech patterns and voice tones you can create an environment that quickly establishes positive rapport.
People have different definitions for the same words.
For instance, one prospect may say they want to buy a mutual fund with a great track record and the representative says they have a fund with an excellent track record. Unfortunately by the prospects definition great may be better than excellent, therefore resulting in some uneasiness. The simplest solution is to carefully listen to the words your prospect uses and adopt them into your conversation on a case by case basis. Speech patterns are equally important. The only right answer is to be in synch with your prospects.