Develop a plan for generating and handling business leads
By Tavlos Stevenson
Once you've decided to use telemarketing as a business-to-business prospecting tool, the next logical step would seem to be writing a script and beginning your calling efforts, right?
Maybe not. That might limit your campaign's results right from the onset. Most people think a teleprospecting campaign is comprised of a good script, trained callers and aggressive calling.
But keep in mind the goal of any business-development campaign: profit. Profit comes from sales, sales come from clients, and clients come from prospects.
The following prospect-to-profit guidelines enable users to develop a comprehensive teleprospecting campaign by working through the program using key phases or components.
The development phase should begin with a transfer of knowledge. Write an outline of all the things you'd like to see happen within your program. Include the focus of the call, messages you want conveyed, target market, titles and functionality, and most importantly, the information to be captured.
This will help you effectively communicate with your project manager, outsource vendor and others involved in making the campaign a success. This keeps your training and script development in tune with the overall intent of the campaign and also provides a clear picture of the type of database you'll need for the calls.
The development phase also is the best time to define your lead criteria. Once this is done, assign measurable goals to the number and type of leads expected (e.g., 35 warm leads, 20 hot leads, five "A" leads). Next, examine your lead distribution methods to be sure they fit your sales-channel needs, as well as the priority of the leads being funneled.
If your company has only one product or solution category, or if you need to generate business for a niche service line that's targeted toward a specific or unique type of decision-maker, then a tactical, focused calling method is appropriate. In this method the telemarketing representative leads into each call discussing and focusing on one topic.