Category: Lead Generation

The dream call = You get through first time, speak to the decision maker, they need what you provide, you meet with them, they become a client.

It can happen. But as all sales and marketing innovators know, it’s not always that straightforward!

Typically, you need to nurture the contact through a combination of email activity and calling, before you get the chance to pitch.

The world of marketing and sales never stands still and there have been several trends that have emerged in recent time. Increasingly we’ve found that the most effective approach to phone-based lead generation is to take a two-pronged approach.

Step 1 – The fact find.

Call to profile your target market (read more here). Find out key decision maker information, the best time to call, their direct dial, and the status of their buying cycle – are they currently reviewing their suppliers?

In addition, use these calls to get an idea of their current suppliers, whether they’re happy with them and when would be a good time to resume the conversation so you can tell them more.

Usually at this stage the contact will ask for more information about you and your product. It’s key to have relevant collateral you can send, ideally a case study for a company in their industry or from a business that’s well respected.

As much as it is tempting to not consider these contacts as leads, surprisingly, you’d be amazed at how many of them convert to a deal. Moving away from a sales call and simply trying to prequalify in this way, changes the tone of the conversation. It becomes more exploratory and feels not too dissimilar to a survey, without the pressure on the contact to commit.

Nevertheless, do make sure you’re ready to pitch, just in case the time is right!

Step 2 – The pitch.

This is where you yield the fruits of your labour. It’s unlikely that all the records you called initially will be due a call back at the same time, so make sure you factor in time each month to allow for this activity.

The purpose of these calls is to build on the intelligence you have gathered, and to use it to shape your pitch. Remember to make it bespoke and concise, with a clear focus. For example, if you’re pitching for a meeting, keep that your thread.

This stage in itself might require several calls if the decision maker is unexpectedly unavailable, but the conversation should have a different tone and take on a new focus. It stands to reason that because you have more familiarity with the decision maker, it should again feel more like a conversation rather than a pitch, even though that’s what’s actually happening on the call.

 Summary

We’ve found that using the “deadly duo” helps move the telemarketing aspect of a marketing campaign away from the connotations of “stack ‘em high” and a “battery farm”. It takes it more to a place of a considered, measured, intelligent approach and one that’s much more accessible.

Ultimately, a conversation can uncover a treasure trove of valuable information and opportunity, and having a smart, pinpoint approach to your calling should be integral to your strategy.

1) Saving

Do you want to know the true cost of an employee? Take their basic salary and multiply it by 1.85. This covers all the expenses you’re likely to have to pay including a telephone, desk, computer, software licenses, right through to biscuits and toilet paper. Furthermore, it’s important to consider redundancy, pension, and the cost of time spent managing and training your in-house telemarketer.

2) Time

So many of our clients come to us and say that they would prefer their Sales team to be pitching in front of qualified leads, as opposed to spending the time generating the opportunities. Our telemarketers will qualify the lead in line with the client’s criteria and set up the meeting, phone call, or secure the delegate to attend their event, allowing them to go in for the close.

3) Resource 

Outsourcing telemarketing allows you to seamlessly shift focus and resource to other aspects of your business. It saves you the time and expense of recruiting a new head, whilst managing to maintain your lead generation and nurturing process.

4) Accountability                                                                                                               

As a client, you have the right to control who is making calls for your business and to dictate how your brand is being represented on the phone. With outsourcing you have the ability to test and measure your telemarketing campaign, from the type of voice you use, right through to the time of day you call. Remember, you are the client so you have right to have things just the way you want them!

5) Flexibility

The ability to scale up or down your telemarketing activity can greatly increase the efficiency of your campaign. Using an outsourced telemarketing service provides the option to increase the amount of callers you have on the campaign, without having to recruit more telemarketers internally.

Interested in outsourcing your telemarketing to us? Enquire now!

1. Build a rapport. Connections are based on mutual trust. No-one will want to speak to you if you are rude. Respect your contact’s time constraints and be polite!

2. Verbal contracts. If your contact cannot talk, find out when the best time is to call back. Where possible, get them to commit to a time, as well as a date. This way they will be more likely to answer, as they’ll be expecting your call.

3. Take notes, and ensure that you listen more than you talk. Now is your chance to gather information; budget review dates, who the decision makers are; all these things will help you build the profile of your lead. Furthermore, soft facts such as your contact’s favourite football team or their latest holiday destination, are all useful things to remember.

4. Don’t harass. We find that it takes 3-4 calls from first speaking to a contact to receiving a definite answer. Agree a time frame with your contact for when you’ll call, and keep to it!

5. Obtain direct dials and personal email addresses. All of these details will help cut down the time it takes to contact your target. It will also enhance your data for future campaigns.

6. Know what you’re going to say. Keep it concise and relevant to your contact. If done correctly, the conversation will flow naturally.

Remember: Gatekeepers are your friend! They will decide if you speak to your contact so get them on your side as early as possible! Be courteous, remember their name and most importantly, keep your fingers crossed!

1) BUDGET: Do you have the budget to buy my product?
There’s no point developing a lead who doesn’t have budget. Remember that your time costs money and so you want to maximise ROI. If they can’t afford it now, when do they decide their budget? This will be integral in building your pipeline.

2) AUTHORITY: Are you the decision-maker with the authority to buy?
Ask your contact their job title and responsibilities. Discussing their pain points can also help assess their status. Ultimately, an answer to this question can set you on the path to lead generation.

3) NEED: Do you require what I am offering?
As a decision maker they should know if they need your services. Listen and be patient, but at some point be sure to ask this question.

4) TIMELINE: When are you likely to buy?
Understanding buying patterns is essential to effective, time-efficient telemarketing. Instead of calling back at the wrong time, ask when it’s best to progress the conversation. If they aren’t interested now, when might they be?

Remember: Whether you’re using telemarketing for appointment setting, content syndication or data cleansing, these questions are essential to generating quality leads. You can word them how you like, just make sure you ask them! Good luck!

Fancy some telemarketing training? We can help. Find out more!

Stage 1: Email your data
The most efficient approach is to send an email to the direct email address of the decision maker regarding your services. If you do not have this, it’s worth spending time using telemarketing to research.

Stage 2: Prioritise
Start with those who have clicked on links within the email or have opened it. Alternatively, prioritise based on sectors you have the most experience in, or where you know there is a need for your offering.

Stage 3: Start a conversation
On the call, mention that they might have received an email from you– although you already know that they have. Avoid telling them that you know they have opened it or clicked on a link as this can make them feel uneasy.

Stage 4: Marketing Collateral
Usually on a first call, the contact will ask for more information. Have something to hand, it could either be an edited version of the email you sent through, a case study, or a brief introduction. Remember to set a verbal contract for when you’ll have a follow up call with them.

Stage 5: Plan your next steps
Update all your contact information and prepare the data for the next email campaign. Be sure to note down anything that indicates the buyer’s preference for content, as the more relevant you can make your marketing to them, the better.

REMEMBER: Permission 
You have a responsibility to ensure that you have permission to market to the contact. Purchasing lists from a bona fide data provider such as Corpdata – can be one way to ensure you have this covered. With GDPR now in place, you need to ensure you have this covered.

Do you have an email campaign that needs following up? Get in touch!