19/05/2010 By Matt Lambert
It would surprise some that I (matt) am a big fan of telemarketing. Given our belief in the internet and it’s capacity for lead generation.
But way back in the day, when a previous company was selling Telephone Systems, the only way to generate a constant source of business was to carry out consistent telemarketing.
Having developed a very healthy respect for what it can do, and for the people who can do it well, we know there is a definite and still growing need for quality services. We’ve been looking around.
Why would a search company be interested?
We meet people who are in businesses that can’t use our services. If that’s the case, we tell them.
- If you have a niche, and you know where the prospects are, then someone should be picking up the phone.
- If there are lots of people looking for what you do, but you don’t know who they are (capital equipment is once every 7 years on average), then we may be able to help.
- Even so, a number of our clients benefit from follow up calls to their warm lists, generated from Search Marketing campaigns.
- We offer a ‘holistic’ marketing service. If our clients grow, so do their budgets, it’s in all our interests to do the right thing first.
A lot of us ‘ less superhuman people‘ find scheduling telemarketing regularly hard work, and if that includes the dear reader – I would give this advice:
If you don’t like doing something, it is worth paying an expert to do it for you. Otherwise it is likely to stay at the back of the queue, you will feel terrible about yourselves because you know it should be done, in an ‘important not urgent’ kind of way. But you will forget, in favour of something you enjoy more. Human nature gets to us all.
Even if, when the business is small, it is tempting to try and do everything yourself, stop, look in the mirror, and then start asking around for someone to recommend a person they know. It is a false economy, and practically you will find out the limiting factor in progressing the business is YOU. I learnt the hard way when trying to learn how to do book-keeping many years ago. Not a good idea!
Face to face with telemarketers
So trying not to make the same mistakes in other areas, I found myself in the office of a true professional this morning. It was the buzzy smiley office of Xen Consultants in Wolverton Mill, Milton Keynes, and I met with Michaela Graham, the boss.
There’s a reason for blogging about this, and it’s the time Michaela afforded to go through the telesales proposition. I’m always impressed at meeting fantastic sales people, because they achieve things seemingly effortlessly, but you shoud know it takes a massive amount of preparation and thought. I’ve always aspired to being better in face to face sales than I am – it is one of the most valuable things you can do for any company. One of…no wait, it is the most valuable thing.
We choose to generate leads, helping ‘the great’ to generate more business. It is ‘our calling’ – I’ll just wait for that joke to sink in. No Marketing, No Sales, No Business.
Back to the meeting. Michaela was kind enough to show what worked (which was impressive), and to give some crucial advice
- Never promise more than you can deliver
- Always share and be as transparent as you possibly can with clients regards results, even on a bad day (who has those?)
- Have prospective clients speak with existing clients as often as possible (That means having happy customers)
- Employ people
- Create good relationships between staff and clients by taking the time to understand each other
- Making sure it happens – that was a key message for me.
As Conversationware enters a new phase, the advice felt extremely useful.
We’re inspired by the level of Xen Consultants success and growth, the advice is backed up with some evidence (credibility is persuasive). We’ll try to go about things in the same way, and we look forward to our own first campaigns.
If you’re thinking of telemarketing – this might be useful.
Talk to Michaela and you might find out something, like how many similar businesses to yours have tried telemarketing already.