The internet, YouTube especially has thousands of jokes on telemarketers. It is not a very happy observation to see that something you do to earn your bread, butter, and probably jam is a butt of jokes for so many. You spend so many sleepless nights and restless days to come up with a product/service for the sake of humanity. You make a viable business out of it. Then you launch into educating the masses about this brilliant product/service. After all, how else will they know about it?
So how best to get people to know about our product/service? You think telemarketing is the best way as it offers such direct and one to one connection. You employ people, set up a call center to educate all those masses. Your call center employees make calls to a phone list under careful monitoring. In spite of all this preparation, each of your telemarketers hears so many no’s in a day. He/she can practically write a book on dealing with rejection!
After all this hard work, first, your efforts are a butt of a joke. Second, the telemarketing lists being called are not converting. Third, you are incurring expense on maintaining a call center with no great conversions. This is not what you set out to achieve!
So, what could possibly be going wrong? Well, there could be many things not in your favor. But, let’s just see what can be changed for better results.
Your telemarketing script can be changed. Your telemarketers can be retrained. But the most important thing – the telemarketing list or the telemarketing leads, can they be made better? Yes. That is the very purpose of this post.
How to choose a telemarketing list for your next telesales campaign?
The answer of this million dollar question lies in curating a telemarketing list that is just the right list for the ensuing efforts.
Telemarketing lists are made on the basis of geography, age, gender, estimated income, and other such factors.
There are professional companies out there selling all kinds of telemarketing lists for a B2B or a B2C environment. Most of the lists come with tall promises of their authenticity. Well, they are trying to make a living too!
Should you go by such and such a company to find your ideal telemarketing list? Not necessarily, unless of course, you are sure that’s what you want.
The best way to choose your ideal telemarketing list is always to get a fresh one for each of the requirements you have. Here are 5 steps to make this process easier for you.
1. Craft a Lead Profile
Even before you set out to search for your marketing leads, it is important to understand the kind of customer profiles who will be interested in your product/service. Based on the outcome of this exercise, craft a lead profile. Your lead profile should describe the ideal prospect in as much detail as possible. The more the details in the profile, the better refined the telemarketing list. Mind you, it is important to include what you do not want too, in your lead profile. Including elements you want and strictly saying no to elements, you do not want to make the list highly refined.
For instance, your lead profile is a US-based small-sized software firm offering java solutions, with employees not exceeding 1000 and an annual turnover of not less than $ 1 million. The firm should be operating from California. It should not be purchasing any middleware from X Y or Z company.
Identify the Lead Generators
There are so many companies out there advertising good quality telemarketing lists. It is important to wade through all the advertisements and find a list that is just for your lead profile.
Identify companies that have a proven track record of providing accurate and high-quality telemarketing lists. Check if they have the expertise to customize the list. There is no point paying for a list that is a work for all. Be doubly sure the list is DNC scrubbed.
At this juncture, you can also decide to create a list by yourself; which is ok too! You can create a list by going through previous lists internally created or supplied by a strategic partner. You can even go by information provided in the public domain like government websites. Needless to say, consider the lead profile while putting together a list.
Customize and Curate a Unique List
From a volume of leads, you get to curate a unique list that is relevant to the lead profile you crafted at the beginning of this exercise.
Your lead profile wants contacts from companies that a particular size and location. Customize your list further to identify contacts within such companies that can take decisions. Get more details about these decision makers.
Cut Down on Irrelevant Segments
Study the data to identify segments that are not directly feeding into leads for your prospective customer hunt. This will help in clearing out contacts that are not helpful. This way you do not pay for information that is not useful. It will also go a long way in cutting down calling costs.
If you prune the list enough, you can get a specific list of only a handful of companies. This might be a far more beneficial list as it offers more possibilities of conversion.
Educate your Telemarketers
Educate your telemarketers about the why’s and how’s of your list selection. It is important for them to understand the underlying logic. You may have a good telemarketing script. However, the underlying logic helps the telemarketer be your voice when dealing with your customer.
Choosing a list is as easy or as difficult based on the clarity of lead profile you have in your mind. It all starts from there.