One silver lining that you can see amidst the failure of a recent telemarketing campaign is the opportunity to improve when the next project arrives. There’s no point in maintaining a team if past mistakes will not be taken into account, let alone embarking a new challenge without making sure all the lessons are learned.
There are a lot of unhealthy standard procedures in the business of B2B lead generation and appointment setting that need to be minimized if not eradicated completely. Most of these bad habits are rooted from carelessness, and some are just things that for years have been taken for granted:
- Setting unrealistic goals. If your team thinks right off the bat that the numbers required of them are a bit of a long shot, then their motivation becomes slightly off-track. Everyone on the team must see themselves basking in their triumph to at least push them to work harder.
- Over- dependence on scripts. If prospect clients don’t seem to respond well to you telemarketers, perhaps one of the things you could do is to cut back on “recommended spiels”. Gone are the days when people are easily swayed by “radio ad” scripts – they are now more magnetized towards personalized, human-sounding conversations.
- Misreading the target market. Although this may sometimes result out of an honest mistake, it’s still a mistake. You don’t want to end up calling one of your competitors, or a company that’s not in any way a qualified target. Not really knowing who you’re talking to can create permanent cracks on the foundations of relationships with clients. Not to mention it’s a waste of time and energy.
- Poor training. There are those who were born telemarketers, but some telemarketers can also be made. A considerable investment in quality training can bear significant benefits for the entire operation. It’s more than just teaching phone etiquette and effective rebuttals – it’s also about instilling perseverance, work ethics, and a thirst for excellence.
- Lack of team-coordination. A lot has been said about teamwork but never enough to emphasize how grave its role on success is. Internal marketing teams should exhibit oneness and cooperation, not only in triumph but also (and especially) in failure. This also applies when such operations are outsourced; there must be adequate communication between the employing-company and the outsourced firm to make sure they’re riding the same boat.
- Ambiguous system of qualifying leads. How do you define a quality lead? If the team itself is unclear about the criteria to evaluate leads, then the manner in which they are generated will also be unclear. Provide your telemarketers with a definite target to aim for, and give your clients clean evidence that what you’re generating for them is of precise quality.
- Ambiguous system of evaluating back-end results. Now that you’ve created a clear system of how to achieve your goals, make sure you also create a system of assessing in the end whether or not your team has succeeded, not just in numbers, but in the core values and other intangible aspects of the entire campaign. Go back to the goals you have set and check how your team fared.