For this reason I'm chronicling a journey that a client of mine is taking on us working together to make the telemarketing actually get the results he's looking for. This one of a few results we are working on together as the premise for the 1-on1 coaching program they enrolled in with me.
In the last post (Part 1), I talked about his set up, which had all of the needed components in it (list, script, training, purpose of call, call to action), but wasn't doing so hot for him. Just enough for him to keep trying.
I left you with knowing that I was going to dive into their first element and make some changes. That would be the list he was using.
The list that was being given to the telemarketing company had a local element to it, covered many industries of various sizes that might have been interested in the products and services and targeted a few business titles within those companies. Not too bad of a start but this is like using buckshot and hoping to hit the right people instead of using more of a sniper rifle.
This is what we did... we used the arsenal of information we already had by breaking down the company's current and past customer list into as many demographics as possible. This resulted in a target base with a set of criteria we knew from experience would be interested at some level or another.
We used this to get a new list that had a much better shot at a response. In the process, this lowered the cost of the list as well as the cost of the telemarketing service.
Now the test was to take this list and apply it to what was already being done with the current script, purpose of the calls and the call to action within the call. At a minimum, we had already upped the ROI by lowering the cost but also expect better results.
More on that next time.
To Your Business Success-
George Sierchio
The Consultant's Coach
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