With telemarketing, we regularly hear people say ‘tried it once and it didn’t work’. Whilst true that telemarketing done in the wrong way inevitably leads to a lack of results, done in the right way it can fuel a constant stream of leads that can help your company focus the right resources on the right task, and aid in the development of a lean mean lead conversion machine.
Not all people are cut out to be an effective telemarketer. Neither are they set up to support the ongoing lead nurturing programmes that prospects should experience whilst travelling through the buyers journey from first contact through to long lasting client relationships.
As with any marketing channel, it is about testing to find the right fit between the approach, supplier, resource and messaging. So why give up at the first hurdle, tweak it to find the correct people/company for the task at hand as you would with any other marketing channel. But what would be the benefits in using an external resource to perform this task?
1. Cost effectiveness
A straight hourly rate comparison would not equate to comparing apples with apples for a true picture of the costs around having one or multiple people internally performing the telemarketing function. Consider the costs of NI, tax, pension, sick pay, training and recruitment as well as the time and coaching it would take to get the right resource up to speed to get the optimum performance. All these items are something that you can by-pass by using an external resource set up to do the job from day one but that can also be switched on or off depending on demand, performance or changing requirements.
2. Experience where it counts
The art of the perfect cold call should not be underestimated. It is not a task for everyone regardless of their experience, knowledge and pay grade. What needs to be achieved in less than 5 seconds on a call should be compared to the time available whilst in a face to face meeting. The persistence, focus and determination is very different from relationships built in person.
3. Suitability for the task
Allocating the right resource to the right job is equally important as the skills required. Having a top level high performing sales person doing a telemarketing job would be an expensive waste of precious company budgets. By concentrating the sales person’s time on closing leads in front of customers would mean that they can see more people in less time as they would not need to beat down the door to get the meeting in the first place.
4. Ongoing nurturing
If you have not tried telemarketing in a while, you might not be aware of the telemarketing approach changing with the times. You are most likely aware of the buyer’s journey and understand that people seek different types of information or knowledge depending on where they are in their journey towards a purchase. The old way of telemarketing was to blast 10/20/30 days and then have nothing left for nurturing. Call backs, needs identified but outside of the campaign period were often left without further action. Modern telemarketing encompasses calling 2-3 days a week therefore spreading the calling days over a longer period of time helping to ensure that nurturing can take place tending to deliver an overall better campaign out-come.
5. Impact on the bottom line
In comparison, how much of the cost for an internal resource and what time period should be considered as a cost of sale for a new business win can often be a calculation too difficult to perform and therefore becomes a metric that is disregarded. At the end of the day, any telemarketing is aimed at generating more revenue for the client. ROI calculations using campaign cost vs revenue from leads generated in a telemarketing activity is a fairly simple formula to achieve, providing tracking of lead source is maintained long term.