Denise Effenberg, Managing Director of Teleleads, provides some key pointers as to how to build success in telemarketing.
Companies that have a policy of finding business by outbound activities regularly perform better than companies that rely on customers finding them. How can businesses formulate a successful telemarketing campaign that generates business and adds value.
If only our customers could find us easily. Even with the most compelling solution and a great web site, it is naïve to believe that, apart from in the most unusual circumstances, a product or service will take off without a proactive marketing campaign.
Telemarketing can be an incredibly effective method of generating new business opportunities for companies, yet many businesses are unsure how to get the best results. What can a company do to make sure that its investment in telemarketing is effective?
1. Many companies begin with the intention of developing a telemarketing campaign in house. Consider carefully whether this is the right approach for you.
Do you have the time to call people back at exactly the time you promised to? Will you be in the office enough to give this the attention it needs? What training and skills will you need to make a success of the job? Is it the most effective use of your time.
2. Companies often rely on the field sales team to generate leads, but the skills required are very different: good telemarketing delivers business leads for the field sales team to convert.
3. If you expect a colleague to conduct a telemarketing campaign for you consider similar issues. Also consider whether the person has the skills required to represent your company and the tenacity to successfully make your outbound telemarketing work.
4. It is worth considering specialist companies. But check how they measure results and what is included in fees. Does the company work on commission only? If so they may be so keen to make appointments for you that they may pressure potential customers into meetings.
5. Take the time to select the right partner for your business. The best companies will invest the time to fully understand your business before they pick up the telephone. They will want to ask lots of questions that they may be asked by your potential customers. The more they understand about your business, the more likely they will be to succeed.
6. The results of telemarketing will only be as good as the data which has been collected. Whilst it is relatively easy to buy lists of companies, it is worth taking the time to qualify this kind of data, making sure that it is relevant. Every call that is made to someone who does not need your product or service is a waste of time and money.
7. Working completely from a script is an easy way for telemarketing to fail. Ensure you know what you want to say but also make sure you engage the person on the phone in a conversation to understand more about their requirements. A careful balance is needed between talking and listening.
8. Ensure you have the sales force available to attend the meetings being generated by telemarketing. Brief the sales team on the campaign you are planning and what their role in the process is.
Most importantly, remember that the person who is making calls for your company is representing you to the outside world. You need to ensure that they are able to represent your brand in a way in which you are completely comfortable with.
This is something that we take incredibly seriously and I would strongly recommend that this be one of the most critical considerations when developing a telemarketing campaign.
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