Six Ways to Conduct Successful Telemarketing in a Do-Not-Call World
• Non-DNC numbers. Phone numbers that are not on the DNC registry.
Companies also may call those on the DNC Registry who have given your corporation written permission to call. NOTE: Please remember that as of Jan. 1, 2005, the rules change. The minimum interval for scrubbing against the DNC registry changes from every 90 days to every 31 days.
Consider each of these three categories as three different calling campaigns. Each requires different communications and changes in the call guide/script and perhaps the offer. Each will have different sales goals, since customers usually convert at a higher rate than prospects, and prospects at a higher rate than cold calls.
For customers, craft your scripts and offers to acknowledge and reward their past patronage. For recent prospects, remind them of your relationship early in the call, so they understand your contact is not a cold call and treat it differently. If you are calling non-DNC registry numbers cold, you will need to introduce your company and product before you can introduce the offer, which might require the use of direct mail sent shortly before the call.
Six Keys to Successful Calls
Here are some keys to calling in a DNC world.
1. Have a good reason for the call, from the customer’s perspective. Many telemarketing calls begin to end within a few seconds. Why? The consumer does not perceive any value in the call due to a combination of the telemarketer’s tone (often impersonal, sometimes overly familiar) and the content of the message. In style and substance, there must be high value to the prospect for a call to continue and have a successful outcome.
2. Construct a great offer, one that appeals to the individual consumer. If your firm is offering the same mortgage package as everyone else, you will make sales of opportunity—you simply called on the day at the time that a prospect was interested and got there first. This is an expensive way to call and sell.