10 "Musts" for Outbound Calls (1,103 words)
What differentiates a good outbound telemarketing call from a bad one? We've all been on the receiving end of poor quality sales calls ("On Target," TM, Jan. '98, p. 39). So how can we ensure that the telemarketing programs we put into place are well-targeted, professionally executed and, ultimately, successful?
"There are so many different ingredients or facets of a successful telemarketing program that it's tough to single out a few," asserts Wayne Harper, vice president of West Telemarketing's Dedicated Services Division in San Antonio, TX. But in his eyes, three "musts" that stand out are list, offer and call quality.
Other experts share some of these views but add their own. So here's a compilation of 10 ingredients no outbound telemarketing effort should be without.
1. A well-targeted list. Before even one call is placed, review the list on its own and against the offer. This will affect the way the call is scripted.
Renewals are the easiest to deal with from a list perspective because these people have purchased before, says Mitch Korb, vice president and divisional manager/software & video, for DialAmerica in Mahwah, NJ.
Next in terms of list difficulty, you have current customers you've identified who may have an affinity for another product you sell. "Let's say someone bought educational software for reading; now you can call with an offer of a similar product for math," Korb explains.
New business is the most challenging from a list standpoint, Korb says, noting this is due to the fact that prospects may be totally unfamiliar with your company and its products. Still, you want to select lists of people who will likely have an affinity for or a need for what you sell. For instance, Korb says a list of recent computer buyers might work if you are selling software.