In-House Telemarketing fails 90% of the time because there are 7 critical steps to running a successful outbound telemarketing program
1. Hire experienced telemarketers with a verifiable track record
Even if they sound great, hiring inexperienced telemarketers is a bad idea because telemarketing is a difficult job and very few people will stick with it. Experienced telemarketers with a strong track record are in short supply but you need to keep looking until you find them or your program will fail.
2. Create a call script:
You may think that using a script will make your telemarketers sound “canned” or “scripted” but an experienced telemarketer can deliver a script naturally and a telemarketing campaign without a script is like a ship without a rudder. You can adjust your script as you go forward but you must have a script.
3. Get a good list:
It is very difficult to get a decision maker on the phone so you want to make sure you are targeting the right decision makers at the right companies for your product or service. The best way to identify the right criteria for your list is to look carefully at the characteristics of the majority of your current clients and replicate those criteria in your calling list.
4. Track your call results and keep good notes
Your callers should be touching 15-20 records per hour of calling and every call should include a note with brief details on who they spoke with and what transpired on the call. If you don’t keep track of how many calls your telemarketers make they won’t make very many calls. And successful telemarketing is a series of calls that eventually leads to a successful outcome if you keep good records.
5. Use direct mail and/or email collateral to support your calling campaign:
85% of outbound telemarketing calls do not reach the key decision maker on the 1st call, so you need to use other means of getting your message in front of them. Your callers should always ask the receptionist or assistant for the email address of the decision maker and send a series of impactful emails to “soften up” and the prospect for the telemarketing call. A telemarketing campaign will also work much better if you precede your initial call with a direct mail piece or even 2 or 3 pieces of direct mail.
6. Supervise your callers properly:
Even experienced telemarketers need consistent supervision and support to succeed. You need to check their call stats and call notes on a daily basis and meet with them to review progress a minimum of once per week, more often in the early stages of a campaign.
7. Be persistent and capitalize on timing:
It will take multiple marketing touches to crack through to your prospects with your marketing message. Don’t give up after just one call. Keep calling, emailing or mailing your prospects on a consistent basis and you will eventually get them to pay attention to your message. Also, if you stay in front of your prospects consistently, you will be in front of them when the timing is right for them.