Telemarketing is one of the most effective approaches to develop new business leads. According to a recent insidesales.com study, telemarketing is underutilized for both lead generation and brand awareness, so before you run to the phone and start dialing there are a few things to consider.
The Target Lists
A successfully designed campaign will quickly become derailed by a poorly chosen list. To zero in on who you will target, think about your best customers. What do they have in common? What industries are they in, how many employees do they have, where are they located? Once you have a picture of who you will target, consider the list source. You may have access to lists through a membership in an organization or from a tradeshow. You might purchase a list from a list broker or call the old fashion way using a phone directory.
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The Script
In a clear, concise way, draft a written script introducing your company and explaining what problem you can solve. Incorporate a few questions to help qualify the prospect as your target market and to gauge the level of interest and need.
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The Executer
Whether you choose to make the calls yourself or delegate this to someone on your sales team, whoever executes your telemarketing campaign should be persistent, have a positive attitude and the ability to hear the word ‘yes’ in disguise. The right marketer will engage the prospect and use the script as a tool to formulate a conversation.
While this may seem straightforward, a weakness in any one of these components can result in a failed campaign. Taking the time to properly plan and prepare your program will pay off in the end.
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