People sometimes think that telemarketing is as simple as one person calling somebody else on the telephone to sell them something.

But the reason telemarketing is so successful is because it can be so flexible.  For example, look at all the ways it can be used:

1. appointment setting
2. lead generation
3. sales
4. seminar registration
5. updating information
6. surveys
7. market research
8. direct mail follow-up
9. trade show follow-up
10. fundraising
11. political announcements
12. recruiting
13. prospecting
14. up-selling or cross-selling

The research shows that people do buy over the phone, but they also respond to all the approaches listed above. 

Posted: December 13th, 2007 under Appointment Setting, Call Centers, Lead Generation.
Comments: none

Sales still come from leads, and leads come from…yes…telemarketing, as the most preferred method by businesses.

Carol Krol’s recent article in BtoB Magazine, “Copy this:  Telemarketing Big with Xerox”, summarizes the importance of telemarketing as the most versatile lead generation tool for Xerox Corporation.  It’s used for prospecting, qualifying, reconnecting, following-up, validating, building relationships, and scheduling.  Although telemarketing can’t do the whole job, its integral position in growing and maintaining businesses is evidence that it’s here to stay.  Telemarketing is now a recognized “staple” for doing business at Xerox, other businesses, and anywhere in the world. 

I wonder if Alexander Graham Bell knew what he’d started with his “little” invention, the telephone?

Posted: December 4th, 2007 under Appointment Setting, Call Centers, Lead Generation.
Comments: none

Remember the old phrase, “It’s like finding a needle in a haystack”?  Well, that’s what it can be like for a business to find new business.  So, hiring a telemarketing company to call and enlist new customers  is only the first step…  If they aren’t using appropriate calling lists, you are still left searching for that proverbial “needle.”

But, with the right list, your telemarketing project can target the exact type of customer you are looking for.  And, the right list can even put you in touch with people who have actually said they are interested in your type of product!  Qualified leads like this are usually more expensive, but you CAN eliminate the inefficiency of telemarketing to a general audience with a small percentage of true prospects.

Here are just a few of the facts that you can target with a telemarketing list when you are seeking new businesses to buy your product or service: 

1. Geography (location and address)
2. Years in business
3. New businesses
4. Credit ratings
5. Decision maker’s name and gender
6. Telephone number
7. Gross sales volume
8. Number of employees

Make sure your telemarketing company is using well focused lists.  Tell them what demographics you want to target with EVERY call.  Your rate of sales per call will increase when you accurately identify your prospect.

Posted: November 27th, 2007 under Appointment Setting, Call Centers.
Comments: none

You’ve advertised for a telemarketer and now a person has called you and is looking for a telemarketing job.  How do you know if he or she has the ”right stuff?”

Talking to the prospective telemarketer on the telephone is the best way to begin.  Do they have a good speaking voice?  Is it clear, and does the person have a fluid and smooth way of talking with you?  Are they engaging?

Surprisingly, experience may or may not be helpful.  If a person can speak well over the phone, chances are that the prospective customer will give them enough time to present their product or service.  Ask the job applicant to read something to you. Can he or she read the “script” and sound natural, making it sound like it’s in their own words?

Training is helpful to remind the telemarketer of basic points, but a good telemarketer has a natural talent in talking with people, being friendly, and then being convincing that the potential customer could solve his problem with the help of your product or service.  Look for these earmarks of a good telemarketer, and they will probably be able to master the product knowledge.

Posted: November 21st, 2007 under Appointment Setting, Call Centers.
Comments: none

Perhaps you’ve had a telemarketing program in place for quite a while now.  You know what your average results are, and you’re seeing good results.  But how do you know if your telemarketing program is producing all it should?  Could it be working even better for you?

Like all “working parts” of any machine, organizations and programs need to be tuned up from time to time too.  It’s just basic maintenance.  How can you “tune up” your telemarketing program?

If you are currently outsourcing your telemarketing project, one way to “test” it is to employ a second telemarketing company and give them a similar, but smaller project.  Let them know you want to see if they can do a better job.  Obviously, the challenge should encourage any new telemarketing company to want to compete for your business.  Make it a large enough sampling to trust the results.  Use 500 to 1000 leads on which to base your results.  If the results per 500 or 1000 leads are significantly higher (2% - 5% or more increase), you may want to enlarge your study and do a second test.  If those results continue to hold, there’s a good probability that there is room for improvement over your first company’s results. You may want to switch telemarketing companies.

Sometimes better results are achieved because the telemarketing script is better, the telemarketers are screened better and are trained to be more persuasive, and finally, some companies do a better job of re-calling your leads and getting the most out of them.  Whatever the reason, doing a “test” like the one above can help your telemarketing results stay up to the highest standards.

Posted: November 19th, 2007 under Appointment Setting, Call Centers.
Comments: none

Telemarketing is a proven way to find new clients for your business, and many factors go into making it successful.  You need a good lead list and the correct demographics to pinpoint the right prospects.  A call center where calls can be made from is important, and what’s that other thing you need?

Oh, yeah,  you need good telemarketers!  Actually, the telemarketer is the KEY to the success of the whole program.  So how do you know what makes a good telemarketer?

For starters, a good telemarketer should have:

• a good speaking voice
• a clear speaking voice
• fluid and smooth delivery of the script

But that’s only part of what a good telemarketer needs.  Also important is that the telemarketer:

• has good product knowledge
• listens to the customer needs
• is persuasive in conveying why your product is best
• enjoys helping people

Finally, a good telemarketer can handle objections and overcome them, leading the prospect back to why and how your product can benefit them.  Training is helpful to remind the telemarketer of basic points, but a good telemarketer has a natural talent in talking with people, being friendly, and then being convincing while helping a prospect solve a problem with the help of your product.  Look for these earmarks of a good telemarketer, and the sales will pour in.

Posted: November 16th, 2007 under Appointment Setting, Call Centers.
Comments: none