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5. Report, Report, Report. Analyze, Analyze, Analyze. One of the great strengths of teleservices programs is the continuous flow of data and insights from phone conversations between agents, prospects and salespeople. What are the hot button issues? Which approach is working best? And of course, how many qualified leads and appointments are being generated; how many sales presentations are being made; and how many deals are being closed? This information (promptly captured, reported and discussed) is invaluable in continuously improving a B-to-B teleservices program.
6. Be a "Problem Detective." Occasionally while prospecting, a teleservices agent will interact with an existing customer who has a prior complaint with a company's product or service. Detecting, documenting and communicating it fully and promptly should be standard operating procedure within all B-to-B campaigns. Experience confirms that many concerns can be alleviated as the result of timely input from alert teleservices agents.
Mary Conway is the chief marketing officer for Mahwah, N.J.-based DialAmerica, which specializes in teleservices programs. She can be reached at (800) 913-3331 or via the company's Web site at www.dialamerica.com.
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Business-to-Business Lead Generation Strategies (2nd Edition)
Business to Business Marketing Research