Viper Marketing & Communications Group

Top Tips for Telemarketing Success: Guest Blog

Author: Neil Wilkins

Neil learnt his marketing with the likes of Orange, NatWest, BP Castrol and Ordnance Survey and now helps individuals and businesses to communicate more effectively. He trains and mentors marketers on professional Chartered Institute of Marketing qualifications through to post-graduate level.

TOP TIPS FOR TELEMARKETING SUCCESS

1. The most important part of a telemarketing campaign is the quality of the data available. The most important thing is the decision maker's name. Without their name the telemarketer has to make at least two calls as opposed to one, firstly to find out who they need to speak to and secondly to speak to the decision maker themselves.

2. The success of a campaign boils down to two statistics: How many calls need to be made to speak to a decision maker? (Data quality) and how many decision makers need to be spoken to in order to get one to say yes. (USPs).

3. The type of campaign to be run is also key; a sector specific campaign will usually be more successful in terms of appointment numbers than a generic one. Campaigns that work focus on a business USP (unique selling point... the thing(s) that make them different and better than everyone else).

4. Where a campaign focuses on a specific sector, it is important to be able to evidence a high degree of expertise in that sector. This will include case studies, testimonials, membership of relevant trade associations, sector specific awards, articles written in trade magazines. Being endorsed by trade associations and being able to name several clients who are in that sector helps build confidence and interest in the decision makers' mind.

5. The telemarketer will usually ask for additional topics for discussion over and above the main thrust of the campaign because not everyone they speak to will be interested in the main reason for calling. If the telemarketer is able to provide other interesting issues that can be discussed it increases the chance of pressing the right button.

6. Prospects like to feel that they are special and that you really value the time they have set aside to see you. Once the appointment has been made, preparing detailed briefing packs on the company to be visited gives the prospect confidence that they will be valued as a client and that you really understand them as a business.

7. Mail shots can be used prior to campaigns and these are particularly useful if the main thrust of the campaign is quite complex. On a standard campaign there will only be an uplift of about 10% to 20% in results so the cost of arranging a mail shot may outweigh the benefit. The greater the value of the product or service the greater the value of the appointment.

8. The most important factor that will determine the overall success of a telemarketing campaign is getting the buy-in of those who will be making the follow-up customer visit because the success of the campaign is ultimately based on the conversion of appointments to clients. It is important that everyone conducting these visits are given the coaching and support they may need to hone their new business skills.            

But don't be greedy. Some people try to put together lists of companies that are really out of their league and virtually impossible to turn into business, even if an appointment was made.

For more details and to see some examples of real campaigns visit Integrity Business Connections.

This Guest Blog was written by Geoff Thomas, Telemarketing Expert at Integrity Business Connections.

- Posted on Monday 26 Sep 2011 at 09:13 by Neil Wilkins

Tags: telemarketing (4)