Telemarketing is a tried-and-true approach in promoting all sorts of businesses’ products and services, but with its long history comes plenty of big mistakes committed that have cost companies productivity and profits. Here are ten of the most widespread errors that every business nowadays should avoid so as not to jeopardize their operations.
1. No Goals Set
Telemarketing has already been proven to effectively bridge the gap between companies and consumers. However, that doesn’t mean simply employing a telemarketing campaign with just the general idea of “boosting sales/lead generation/etc.” will automatically result in success.
Businesses looking to use telemarketing in their marketing strategy need to consider their baseline numbers first, and come up with an analysis that distinguishes specific areas for improvement. There must be specific attainable targets and clearly defined timelines.
2. Inadequate Resources
In line with the previous item, starting what a business hopes to be a successful telemarketing campaign requires providing the telemarketing service provider all the necessary resources to accomplish the set goals.
They need to be given the important data to reach the goals you’ve established, and they also have to be briefed with the proper data processing methods.
3. Failing to Analyze the Data
To be clear, the word “data” here refers to the information received from the telemarketing campaign itself, not the baseline data that the campaign is built on. Frontline agents make and/or receive hundreds of calls, and that amounts to plenty of data.
Whether it’s the number of sales closed, leads generated or even the number of rejections, it’s absolutely critical that each piece of data is collected and then further analyzed to draw educated conclusions. Ignoring the many different reasons why certain prospects decline offers lead to wasted opportunities at coming up with better pitches.
4. Settling Solely for Cheap Service
Knowing how to budget marketing campaigns is vital to any business, but pursuing telemarketing with the narrow mindset of keeping costs as low as possible does not allow much room for considerable returns. A telemarketing service that goes for extremely low prices might be lacking in training and resources, which will most likely be followed up with substandard results.
5. Mediocre Quality Assurance
A byproduct of choosing a cheap telemarketing service is having to make do with mediocre QA. Each call’s chance of successfully nabbing a sale or generating a lead relies on coming up with a good sales pitch communicated clearly. Foregoing “quality” QA means weakening the filter that’s necessary in creating that good sales pitch and improving any flaws frontline agents might have in speaking with prospects.
6. Inconsistent Message
One big problem that can come up in outsourcing a telemarketing campaign is when the business fails to communicate to the service the importance of echoing its brand message.
If a company is promoting itself as having great customer service with employees that truly care, the telemarketing campaign should also reflect this through how the service’s agents handle calls. If they aren’t in any way helpful, the company stands to lose much of its credibility.
7. Pitching On the First Call
Some companies have the misconception that starting up a new telemarketing campaign means getting straight to business with prospects.
By pushing the sales pitch right away on the first calls to customers, chances are there will be plenty of rejections. This is specially the case for products that usually deal in sales cycles running for long periods of time.
The first batch of calls to prospects should be nurturing a relationship, patiently engaging with them before ultimately leading them to buy a product or avail of a service.
8. Forgetting to Follow Up
In conjunction with the previous mistake, building a rapport with prospects without actually persuading them with a follow-up call to see if they’re ready to buy is a waste.
This also applies to situations where prospects politely decline but express even the faintest of interest. Businesses need to ingrain into their telemarketing strategy the need to make follow-up calls to get the most out of every call made.
9. Rigid Adherence to the Script
Scripting is important to telemarketing, as it gives the agents an organized way of dealing with customers. However, relying solely on a script also has its disadvantages.
Agents might be faced with a situation they don’t have an immediate answer for, and they can be rendered useless in such circumstances. It might also give customers the impression that they aren’t speaking to humans who are really listening to their problems or offering them something of real value.
10. Product Ignorance
What could be more embarrassing for a business than having telemarketing agents try to sell their products or handle customer complaints while knowing very little about the actual product?
Sales pitches won’t be as confident and problems won’t be solved, making customers feel like their time is being wasted. Business must then provide a complete rundown of details regarding their products to the telemarketing service so that they can do their job well.
The ultimate goal of telemarketing is to directly communicate with the target audience. Executing this effectively means understanding where a business stands, relaying that information to a proven telemarketing service, and having the agents build a real connection with the customers.
Having covered these common mistakes that could end up making entire telemarketing campaigns a disaster, there is simply no excuse for businesses to commit these fatal blunders.
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