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Outbound Telemarketing Buyers' Guide
The success of a telemarketing campaign is dependent on many factors. The selling script, the time of the day when calls are generated, the personality of the telemarketers, and the list of potential prospects can all influence the outcome of a campaign. Make sure you give your campaign enough of a chance to succeed: if the results are not what you expect in the first week or so, make some changes instead of cancelling the whole campaign.
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Often, scripts that direct the telemarketers to push for a sale within the first 30 seconds of the conversation tend to result in fruitless calling. Additionally, prospect lists that are too selective or too inclusive may yield lower results than expected. Even changing the time or the day when calls are made can alter the outcome of the campaign. While a successful sales campaign may often be preceded by failures, your telemarketing firm should be flexible and receptive to any changes you suggest.
While you should develop your calling script and strategies in conjunction with the contractor, you should definitely make sure that the exact methodology is spelled out in detail. Be clear about specifics such as time of day, number of tries before leaving a message, how to follow up, and any other requirements - you may want to include them in your contract.
Training the telemarketers is another important step - it's recommended that your sales management runs or at least participates in the training at their call centre. Take the most important lessons from your own internal sales training and present them to the telemarketers who will be working on your account: the more ammunition you give them, the better they will do selling your products or services. Listening in on the first few days of calls can let you quickly address any omissions or problems.
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