Six Ways to Conduct Successful Telemarketing in a Do-Not-Call World
Going further, a company can use segmentation, modeling and individualization to differentiate subgroups among those most likely to buy, as well as to craft offers and scripts that are of particular interest to each group. When I did this with a campaign for the AMA’s American Medical Directory, varying the script based on the market segment, we produced sales far in excess of client projections.
The way to fail at overcoming consumer resistance is to take the shotgun approach: Spray great numbers of calls in all directions because someone on some list will buy. Your company will get a few sales this way, but at a cost. The shotgun approach drives up the cost-per-sale, reducing profits; it also reinforces and hardens consumer resistance to all calls.
Of course, there is one technique your enterprise can employ to outright avoid consumer resistance in a DNC world. Circumvent cold calling! Use direct mail, e-mail, advertising or the Web to get consumers to call you or to request a contact via a Web response form. Compare the cost-per-call, particularly the cost-per-sale or cost-per-$1,000 sold. A softer sell to an inbound call (or requested outbound call) may generate a greater return for some businesses than pure outbound calling.
Who You May Call Affects How You Call
Who companies are allowed to call affects how they should call, specifically their offers, scripts and sales goals. This is not a compliance review (for that, consult your attorney, compliance officer and/or consultant), but an outline of who you may call to help structure how you call them. The general categories of phone numbers that companies may call are:
• Customers who transacted business with your corporation during the 18-month period prior to the call (even if they are on the DNC registry).
• Recent prospects who inquired of or applied to your corporation within the 90-day period prior to the call (even if they are on the DNC registry).