So the challenge was to design a call flow—not a script—to guide reps through interactions in a way that's calculated but also organic.
"We have a pretty robust software program," explains Paul Glancy, vice president of marketing, Martin Call Center Services. Martin uses a product called EDGE 5 that allows for dynamic call flows. For example, the next question that shows up for a rep to ask a prospect is dependent on the answer to the last question, and so on.
Martin's call center receives a list from SunGard, which has been segmented based on factors such as platform, type of industry, company size and title.
Martin reps make their calls and enter responses into the computer as the calls progress; the software guides the call as questions are answered and certain criteria met.
"We've found that unscripted calls work very well when there's no call to action," explains Palermo. "We'll call in to an account and offer a white paper on a certain subject with no requirements whatsoever to get that. … We get a lot of very useful information out of that, because people will talk to you, because you haven't really asked them for a sales call. We can take that information and craft a customized message to go back and move them along the purchase continuum."
Once the call is complete, reps fill in a comments screen and give their impressions of the call beyond the answers given.
"We say that instead of reading between the lines," explains Glancy, "they have to listen between the lines to provide some value-added comments back to SunGard. And their salespeople can use these comments as part of their assessment of how well this lead might develop."
According to Maneker, after speaking with some of SunGard's account people, Martin discovered that some disregard the answers to the questions and focus solely on the comments.