Tips, tricks and myths

We believe that over 70% of the success of a telemarketing campaign is down to the accuracy of the data

It may be common sense to most marketers, but you’ll hear this said time and time again. The success of any telemarketing initiative is often dependent on the quality and relevance of the database being used.

It’s all well and good having great products, and a great message but if the target audience has no responsibility or involvement in the product or service being promoted then expect responses to be minimal.

Opportunities uncovered from telemarketing campaigns often fall into a number of categories – Need Now, Short Term need, Medium Term need and Long Term need

Just because someone doesn’t want something immediately, doesn’t mean they don’t ever want it! Identifying a prospect’s ‘buying window’ is a fundamental objective of all lead generation telemarketing campaigns.

Make the most from every call. By pigeon holing prospects into categories of buying timescale you can create a pipeline of prospects for the next 3, 6, 9 or more months.

Telemarketing is the only other form of two-way vocal communications apart from face to face – so get up close and personal

The power of the phone as a marketing tool is second to none. It is the only other form of two-way vocal communication there is, apart from face-to-face communication.

Vocal communication enables a message to be positioned in a ‘tailor-made’ manner, with criteria such as the prospect’s understanding, interest level and overall requirements enabling a call-flow that encourages the right response.

The benefit of having a two-way conversation is that prospects are immediately identified and at the same time qualified. Even when a prospect is not interested there is still an opportunity to gather information as to when and if there is a future buying window for them.

Telemarketing is a totally measurable form of marketing

Often marketing initiatives are implemented one after another without assessing the success of each campaign. In reality this is often the case, because the series of campaigns are put down to marketing expressions such as ‘building the brand’ or ‘providing air cover’ all of which are important, but none accurately measurable.

With telemarketing the results are totally measurable – we know how many people have been spoken to and know how many people provide an opportunity. 

Be realistic, focused and logical

Telemarketing, like most other forms of marketing works best as part of a marketing mix. The chances of one telemarketing campaign lasting for a few days satisfying a company’s long term objectives is very low. Implementing just a few days’ telemarketing will result in a fraction of a prospect market place being spoken to, thereby leaving a vast amount of companies potentially offering an opportunity un-contacted. It’s important to remember that telemarketing works on the basic principles of logic – the more people you speak to about a product or service within a target market, the more chances you have of uncovering people that have a need, either now or in the future.

It is important that a telemarketing campaign remains focused throughout its duration. This allows communication with the target audience to be consistent and results in a repeatable call flow and a set of responses that can easily be analysed during and after the campaign.

 

 

Every conversation needs structure; scripts don’t work – we use call flows

At solologic we don’t use rigid scripts but use a call flow to get the most out of each call. The call flow will consist of a qualifier, followed by a positioning statement, followed by the purpose of the call and carefully constructed open and closed questions designed to uncover any opportunities.

We CANNOT guarantee results but pride ourselves on our activity levels, trading history and client base – we wouldn't have achieved these without delivering

solologic has been working within the technology sector since 1998. We pride ourselves on our ability to talk with a degree of reality, coupled with experience and the ability to deliver. As a result of this approach our business has grown year on year as an effective telemarketing implementer, working with small businesses through to large corporate organisations.

We are NOT a call centre – we are a specialist telemarketing agency

solologic is more than just a call centre. Our telemarketing capacity is 30 seats and wherever possible we employ our own telemarketers. Our recruitment processes are stringent and designed to ensure that our telemarketers are people that actually like and want to make phone calls. We work as a team and all our telemarketers have excellent telephone techniques and conversational skills.

The importance of collating and understanding results

You may have an extremely successful campaign, but if you can’t establish and analyse the results, you’re no wiser than before you started. Project administration plays a valuable part in all our telemarketing projects. All our telemarketers work from computerised systems, using data capture techniques throughout the duration of a call. This provides us with the ability to provide a comprehensive breakdown of the number of calls made, number of people spoken to, comments, and any immediate or future buying requirements.

This information is collated in a manner that is understandable to our clients and easy to interpret. For many of our sales and appointment setting projects, positive call outcomes are emailed within 24 hours for follow-up by the client.

Telemarketing is not necessarily going to ‘save your business’ but if deployed correctly it can be very effective

It’s important to remember when putting a telemarketing campaign in place that nothing is guaranteed. As we’ve mentioned previously in our ‘Telemarketing Tips’ there are many factors that affect results – data quality, receptiveness of audience to your proposition, timing and finally budget. Telemarketing is undoubtedly one of the most cost-effective ways of generating positive interest in a business, but it is only one discipline of the marketing mix that can be used to achieve overall marketing objectives.