Telemarketing – A skilled profession, or a low level activity that anyone can do?
“We tried telemarketing but it didn’t work.”
Bearing in mind that despite advances in technology, picking up the phone and having direct contact with prospects is still one of the most effective methods of generating leads, opportunities and sales, such a wide statement deserves closer scrutiny, to establish exactly why “telemarketing didn’t work”.
What level of preparation went into the campaign before the calls were made?
How was the target market identified?
Where was the marketing data sourced from to ensure that they were speaking with up to date accurate contacts in the right job functions at companies that met the campaigns ideal prospect profile?
What thought went into what was going to be said on the telephone?
How were follow up requests to be dealt with?
What were the objectives of the campaign-appointments-leads-both?
Perhaps most importantly, who was actually making the calls and what was their level of experience?
There are usually a number of holes in the prep phase but also and interestingly, when it comes down to it the person who’s actually been tasked with making the calls, unfairly to them, they are inexperienced and poorly prepared for the task.
For some reason telemarketing is often seen as a low skilled task that needs to be done and so an attitude of getting someone junior in a Company to get on the phone and “make some calls” prevails.
Results not surprisingly are often disappointing and so therefore “telemarketing doesn’t work for us”
Some people with basic knowledge can do an oil change on their car, and can also change spark plugs, fit an air filter, and know a bit about basic fault finding but you wouldn’t want them putting your new gearbox in.
They wouldn’t know where to start and there’s a good chance that if they did have a go, your car wouldn’t be able to go backwards when they’d finished.
Telemarketing is a tough job, a professional and skilled job. When carried out in the right way it can be a great addition to your overall lead generation strategy.
Don’t ask anyone to do it however or you’ll end up with your gearbox all over the floor!
Make sure that the data you are using for your campaign is absolutely spot on in terms of accuracy, and meets all latest marketing legislation.
Then make sure that whoever is making the calls has the ability and experience to engage your prospects in a meaningful two way conversation to uncover genuine leads, opportunities and sales.
With high quality marketing data, being used by a professional telemarketer, you’re well placed to reap the rewards from your next campaign.