How NOT To Manage Your Telemarketers

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There are plenty of avoidable mistakes that business managers make when managing their telemarketing teams. The allure of gaining new clients or customers and achieving high revenues can lead business owners to disregard proper management practices that eventually add to the negative image of professional telemarketing. To get better results from this direct marketing channel, here are six suggestions on how NOT to manage your telemarketers:

  1. Hiring telemarketers en masse – hiring a large number of telemarketing people within a short period of time means you spend less time evaluating the skills of each person. This will only jeopardize your business and require you to pay people for work that they are not qualified to perform effectively.
  2. Giving them a calling list that includes…just about everyone – your telemarketers receive the full force of rejection and anger from irate sales leads everyday, strive to reach quotas and yet still manage to assume a happy disposition for every call. The least you can do to help your professional telemarketers do their job properly is to arm them with a well-targeted list to give your telemarketers a better chance of reaching their quotas and limit the number of unrelated, irate calls, effectively reducing stressors.
  3. Setting unrealistic goals – setting impossibly high quotas that your telemarketers could never reach will cause a huge blow on their morale. Eventually, they’ll just stop trying to get even one successful sales lead because they feel all efforts towards reaching your absurdly high quotas are useless . On the other hand, giving them realistic goals will encourage them to strive harder and even surpass the limits you’ve set, which means more sales leads and higher revenue for your company.
  4. Undermining a telemarketer’s free will – give your telemarketers some space to actually use their own God-given skills to solve problems. Hawking over them to monitor every little detail of their work will only increase their stress levels, which means they are not in optimal shape to qualify leads, handle technical support issues or even sell products and services.
  5. Eagerly promoting top performers to management – do you really expect your sales leads to soar by removing your best telemarketers from the production floor? Unless you are confident that your top performers have the skills to become great managers, you might want to keep them burning the phone lines a little longer.
  6. Scrimping on additional training – experience beats training, you might argue. But keeping your frontliners regularly updated with current trends in telemarketing best practices will help improve their overall work performance in the long run.

Choosing Data for IT Telemarketing Campaigns

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by: Rich Bendall

For businesses carrying out an IT telemarketing campaign a key part in its success or failure is the quality of the data being used. Despite this many companies still treat data as an afterthought rather than as a key part of their strategy.

When selecting data, businesses have the choice of either building their own list or buying existing content. Building data means carrying out your own research to create a bespoke database of contacts for your IT telemarketing campaign. If you don’t want to perform your own research then you have the option to rent the data from a third party company. Find your list and have the same company do your telemarketing for IT services as well. Both options have their own benefits and drawbacks.

When deciding whether to buy or build there are several things you should consider. In many cases the person you need to contact within an organization will depend on the campaign you are running. If you need to reach a specific person you need to be sure that any data you buy is sufficiently well targeted. Some data providers will just provide a very general contact for each organization and more tailored information may not be available. In this case you may have no other option than to build your own data.

Generally building your own bespoke IT telemarketing database will tend to be a more expensive process than simply buying from a third party. However if from this targeted data you are able to generate a higher number of sales then clearly this can be seen as the more cost effective option. As a compromise many businesses choose to combine the two options. That is they rent data which they then qualify themselves through their own research.

In summary the more niche and targeted your telemarketing for IT and Software campaign needs to be,the more value you will get from generating your own database of contacts.

Cleaning Company Telemarketing Tips

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Cleaning Company Telemarketing Tips

Most of us have tried cold calling to obtain new contract cleaning customers… and found out the hard way how unrewarding and ineffective it can be.

More often than not, the reception is somewhat unwelcoming if you call facility managers out of the blue. You’re liable to receive practically nothing BUT rejection, some of it extremely impolite too.

But does this really PROVE that telemarketing doesn’t work… or does it merely show that we’ve not had the experience and insider knowledge on WHAT to say when we reach the target person and which APPROACH to take in b2b telemarketing?

Well, to find let’s take a look at how people see telemarketing.

Cleaning services telemarketing has a bad name only because there are so many inept, unskilled and badly planned approaches in use.

The fact is that most telemarketing calls succeed only to UPSET (or bore to death) the facility manager within seconds… and once that has occurred, there’s NO WAY anything good could ever come out of that conversation.

Some telemarketing for commercial cleaning services activities are just idiotic, trying to FORCE things on the target persons. Here, we need not search farther for the cause of failure.

If telemarketing people had a little less aggression and a bit more cleverness in planning their approach, janitorial telemarketing would have a far better image than is the case currently.

But most of the better-planned telemarketing activities also manage to achieve very low results because of a more hidden cause: Unwittingly, they upset the target person by overstepping his willingness and/or ability to accept what is being said.

It’s very normal for telemarketing speeches to try to force the facility manager into accepting chosen facts. This is the “sales-oriented” cleaning services telemarketing strategy wherein one tries to SELL ideas (and, cleaning services) directly on the telephone to a stranger.

They want to FORCE the facility manager into saying that he is dissatisfied with his current cleaning service. They attempt to manipulate him into answering their questions “correctly.”

But logic doesn’t work in telemarketing for janitorial services… well, not logic forced on the target person anyhow. That’s because the success of telemarketing is solely based on the EMOTIONAL RESPONSES that the telemarketer creates in the person he is calling.

The fact of the matter is that people react to new things emotionally much more so than rationally.

That’s to say whenever something new springs upon us our initial reaction is based on EMOTION, not logic.

For some, logic takes over quite quickly. But the majority needs help in being able to start thinking rationally in a subject with which they’re NOT FAMILIAR.

And for most facility managers, the subject of evaluating and comparing contract cleaning services is factually a subject in which they’re not experts.

Therefore, LOGIC can only be used to plan an emotionally correct approach, NOT to plan a logical approach.

In other words, you cannot “talk sense” to facility managers at this stage if you want prospective clients. Instead, you must talk “emotion” so your approach meets with their approval on an emotional level.

Thus, the strategy of janitorial telemarketing must be built on…

  • how facility managers look at cleaning services, what’s their level of familiarity, awareness, and understanding on the subject of contract cleaning services…
  • how willing they are to view the quality of his current cleaning services exactly as it is and SEE if there is reason to be dissatisfied…
  • how much (and how fast) we can INTEREST him into a discussion on the subject of cleaning services (and avoid being rejected)…
  • how well your approach is built to meet his emotional response to the subject of cleaning services…
  • how well and fluently YOU can introduce new factors that help to explain the problems in a way he can ACCEPT (basically by finding causes other than HIM for the unfortunate state of things)…
  • how gradual your approach is so he can take the next step without having to face too much discomfort or responsibility (commitment)…

…and so on.

Now, it may all seem a bit confusing and theoretical, but essentially it simply means this: To be successful, your cleaning services telemarketing approach must ALIGN with how facility managers currently SEE cleaning services and how they FEEL about it and all the subjects it involves.

It must also include comfortable, interesting and small enough steps for him to take so he can “graduate” onto the next level of action following the initial prospecting call.

Now, if you attempt PLANNING that from scratch you’re up for a project lasting several years. I know for we’ve done it… and it did take years.

You need to survey the target audience several times, test various scripts, find the problems in the script AND in how the telemarketers use it (and differentiate between these so as not to change what works), adjust the speech and the way people use it… back and forth for ages because each phase needs to be done LONG ENOUGH so you can be CERTAIN of its mistakes and results… on and on.

It’s very complicated and time-consuming.

However, once there, once the work has been done, once you’ve fought through all the confusion it all becomes utterly SIMPLE.

B2B Telemarketing

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by: Mahavir

The major advantage of third party b2b telemarketing companies is their ability to use dozens of telemarketers to get your message out quickly. Unless you have a fully-staffed internal b2b telemarketing division, outside firms will make thousands of calls in a relatively short time frame compared to what you can do in-house. However, b2b telemarketing services firms tend to be expensive and lack selling skills; they are limited in engaging in dialog about technical products or services and are better suited for information gathering, appointment setting and “yes or no” types of campaigns. And unless you supply the telemarketing list, telemarketing firms have a history of using poor quality b2b telemarketing lists.

There are advantages to using an in-house person for your business-to-business telemarketing efforts. People staffed by your organization can be trained in sophisticated selling techniques, so that they will be familiar with the technical aspects of your product and can engage in more extensive dialog with potential clients and pass on telemarketing leads to your sales staff instantly. Also, when the telemarketing efforts are done internally, you control telemarketing list buys, and can be more diligent on which lists to use.

But, as we mentioned earlier, small businesses rarely have enough people on staff who can provide telemarketing services on an ongoing basis. A cost-effective alternative may be to hire college students, retirees or part-timers and train them on a specific telemarketing project. And here’s a training tip for you… if your telemarketers are going to be reading from a script, have them practice sounding like they are improvising. Knowing that the person on the other end of the phone is reading is a sure turn-off and can hurt your response rate.

In short, both internal and external b2b telemarketing services has its benefits. Regardless of which direction you decide to go in, make sure you have the right telemarketing lists. It’ll make all the difference in the world.
Next, the b2b telemarketing company quickly recruits some people to do the actual cold-calling whose qualifications include something like showing up for the interview and smiling a lot. Or they ask a temp agency nearby to send over some people who have been through a similarly rigorous screening process. Next, they dust off an ex-client’s script, change a few words, give it to the newly hired business-to-business telemarketing reps and say, “Start calling.”

Hire a top-notch B2B telemarketing company. Look for a company with a proven track record of calling into the same industries and the same titles as you will want them to be calling on your behalf. Thoroughly check references and insist that the b2b telemarketing services appointment setting company assign experienced callers to your project. Then both you and the firm must invest time and effort in creating call guidelines (rather than a verbatim script) and training callers on the unique aspects of your business and your prospects. Finally, give the callers a well-targeted list of prospects to call, and have them start dialing.

Outsourcing B2B Telemarketing Services

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By: Mark Swanson, Director of Business Development, Tele Resources, Inc.,

 

There is no better source for b2b telemarketing services than the B2B environment. According to recent statistics published by the DMA, B2B companies spend 27.9 billion in telemarketing services. In addition, the 2006 DMA Response Rate Study found that Telemarketing in the B2B environment has a response rate of 9.11 percent.

 

Business to business lead generation is more than just the process of having a room full of agents making calls. In fact many organizations have sales agents making calls during the daytime. This is commonly construed as something other than telemarketing services. However, nothing could be further from the truth. No matter what size the sales force, if they are making outbound calls to prospects then they are telemarketing. It is important to have the legal requirements for this process as well as the technology to support FCC ( NewsAlert) regulations. Most of the sales force process can be handled by telemarketing agents and the data can be better processed and follow-up calls better organized. In the face of data requirements and federal regulations, outsourcing B2B telemarketing services to help increase business to business leads has become one of the most effective telesales options.

 

One of the major advantages when outsourcing your sales force is to consider the technology involved with a telemarketing operation. Telemarketing centers have dialer systems that can allow telemarketing agents to do in a day, what an agent with a manual dialing agent would take a week to do. More and more companies have utilized B2b telemarketing services for their B2B calling because it is simply more effective and significantly more affordable.

 

In addition to direct sales, the DMA has found that 17.5 billion is spent generating business leads and there is no indication that this spending will decrease. Despite new practices in lead generation telemarketing leads still convert faster and more effectively. In addition, any respected telemarketing center houses lead recordings and has a quality assurance department verifying each lead. Telemarketing agents generating leads can often ask questions and essentially warm up a lead for sales agents and keep them nurtured throughout the sales process. Business to business lead generation provides the most highly qualified leads and ultimately the most cost effective sale available. With the majority of all ground work covered for internal sales agents, telemarketing services provide the most positive addition for the internal sales force.