Five Tips to Telemarketing Effectiveness
Much of the allure of telemarketing generally lies in the ability to nurture prospects. But the problem most B2B executives have with it is it involves using approaches that just secure a high number of conversions without the promise of a good increase in revenue.
Here are five major telemarketing tips for improving telemarketing effectiveness.
Getting buy-in for telemarketing: Too often telemarketing campaigns do not have to buy-in from the whole organization. This is the key reason that many companies who have tried telemarketing have failed. In order for telemarketing to be successful, you need to make sure it’s well coordinated, supported at the highest levels, and integrated with your organization’s strategic plan.
Planning is everything: This may sound like a cliché, but you need to make sure you have done some research. There is no banging out a telemarketing plan. It requires substantial preparation. So have things prepared before getting on a call. For example, you need to decide what your target sector will be. You might ask yourself also if you have more customers in one sector than other sectors. In addition, in your planning you might make use of case studies or previous experience working within a specific marketing sector.
When they buy, make sure they buy from you: A survey conducted by Darnell states that 80% of sales are generally made after the fifth call with 90% of sales representatives [before leaving their jobs – sense of this?]. So try and stay connected with your prospects through letters and phone calls. Just make sure that when you write or make a call, you deliver something with greater value so that, when they think of you, they recall something positive about you and not just a sales person who is only thinking of making sales.
Understanding the target audience: As discussed earlier, you need to find out and know what’s happening in the market place. What’s keeping your buyers up at night? What are the gaps in the services that the suppliers struggle to close? What are the hot topics and the buzz words? The better you understand your market audience, the quicker you can engage in building strong rapport and the more relevant telemarketing conversations will be, that is, you won’t sound like a cold caller.
Working on your buyer’s pains: If you’re suffering from a persistent headache, it’s obvious that you will go to a doctor. It’s the same in business. If a current supplier is doing an okay job, the desire to change may be low. By using a really good open questioning technique around the issues in the market place or knowing the differentiators in the service you are offering, you can help identify and magnify a perceived pain and encourage buyers to create an offense.
To conclude, any good business decision should be based on return on investment. This means you need to look at what it costs to generate leads, the sales generated in the short term, and in some industries the potential lifetime value of sales from new to long-time customers.