Good (not cheap) Telemarketing
Reps should not be given what Kislik refers to as, "pat, formulaic language like, 'Wouldn't you be interested if I could show you how you can save money on your whatchamacallit?'"
Call guides work better than such stilted scripting, but they take more time to develop, teach and learn, notes Kislik.
At odds with the need for improved call quality is call quantity. "No matter what, you want to have volume in an outbound telemarketing operation," says Sanscrainte. "But you have to balance consideration for call quality."
He continues, "Especially with the prospect of a rapidly reducing number of prospects out there, trying to raise the quality of your calls becomes more important than ever."
Strategically, the quality of calls will improve if the focus is on conversion rather than production. Look at sales instead of calls per hour.
Translation: If you're making fewer calls, you should have more time to make them as effective (and polite!) as they can be.
With less pressure on production, call center managers would feel they could spend more time on recruitment, selection, training and supervision.
Alicia Orr Suman is executive editor of Target Marketing. Reach her at firstname.lastname@example.org.