If you’re trying to use telemarketing for your lead generation campaign, you’ll immediately find yourself beset with discouragement, complaints, and even threats. Then again, who can blame such opposition? Nobody likes to pick up a ringing telephone only to hear a total stranger on the other end, trying to make a fast buck out of them.
However, please note that for the more experienced and veteran telemarketers, such a method is hardly the whole package of what they do. In fact, this particular method even has its own name to distinguish it from the rest of the telemarketing process: cold calling.
The ‘cold’ part is in reference to the receiver not expecting the call. In other words, it’s the element of randomness that has sparked all the hatred towards telemarketing in the first place.
It is for this reason that lead generation companies who use telemarketing are always doing what they can to minimize this tactic. You can also consider this as their form of first advice to young companies who are just about to take their first shot at telemarketing themselves. Such companies would do well to gravely heed this counsel. It’s a bit of an unavoidable reality that those starting out will have no choice but call unsuspecting people. How it’s unavoidable will be explained later.
Now as stated before, the random aspect of it is what sparks the ire of telemarketing opponents. Therefore, they explore the factors which help minimize this randomness mainly: information, script, and timing.
Information is the critical first step in knowing who to call and how to answer any negative or even just suspicious responses. Veteran telemarketing firms always boast a large database that they constantly update. This just not only ensures the ease of follow-up calls and freshness of qualified leads. It also helps them determine the most likely businesses to target for their client. In addition to that, information covers more than just knowledge of who to call. It also includes the knowledge they have in a particular industry (both in terms of who they’re representing and who they’re trying to sell to). This would explain why telemarketing is mostly used in getting B2B leads as business executives are stricter yet also more open to do big business than average consumers (provided that the telemarketer is aware of certain sales problems the executive’s company needs help with). Another thing to keep in mind is the industry expertise can help you determine the right firm if you ever decide to outsource to more experienced telemarketers.
Script hardly refers to the set of words rehearsed and mindlessly memorized by telephone salespeople. In fact, that is actually discouraged, heavily even, by those who have long been in the business. A good script is something that is less to be memorized and more to be internalized. It comprises of the right questions to ask and the right answers to give so that the receiver won’t be surprised too long. A good sign of an effective script is that it makes a client aware that the call was drawn by observed problems from their side. Again, the information from before plays a key role.
Lastly, knowing when to call a prospect helps put both the script and the information to good use. It would be an insult to the development of both if your telemarketer doesn’t use them to determine the right time to call.
Those are the main factors which help professionals diminish the hated randomness of their calls should they ever find themselves in need of starting a lead list. If you don’t feel confident that your own in-house team has their resources, perhaps it’s best to outsource to them and see for yourself how these factors are put to the best use.