The New Age of Telemarketing, Part 2
The New Age of Telemarketing, Part 2
The New Age of Telemarketing, Part 2
In our last article, we discussed the effects that technology has had upon traditional forms of marketing, arriving at the conclusion that for new and smaller business to grow and survive, they need to look into exploring all possible options with regards to advertisement. The advent of new methods of communication has increased the overall volume of noise being transmitted to your potential audience. Therefore, customers will reflexively filter out nearly everything that is not relevant to their interests in some form or fashion. Even assuming your potential client is already prospected and engaged, the majority of the time, your sales person only has a small amount of time in order to make his pitch.
For now, let's leave out the second step of how your sales team should be approaching their client, as this is a highly subjective field. While there are tried-and-true techniques of questioning and closing, that is beyond the scope of today's article. You need to have a solid foundation with which to build upon; if your sales force cannot even get their foot in the door, how are they supposed to find the way into the heart of the building? We are going to start with the basics instead and discuss the benefits that targeted data and live transfers can offer your business.
First off, what is targeted data?
As previously mentioned, in the early days of telemarketing, sales people would simply open a phone book and go straight down the page, making endless calls in hopes that someone would be interested. The common line of reasoning was that, according to the law of averages, eventually there would be enough volume to get the ball rolling. After that point, a business would be able to sustain themselves through repeat business, referrals, and other methods with considerably higher conversion rates.
But this is where many sales managers find themselves at what appears to be an insurmountable wall: the point between having to expend substantial effort in order to generate sales, and where your business becomes autonomous. A lot of businesses never reach the second stage, instead finding themselves caught in the first. For these businesses, growth is not an option so much as "the light at the end of the tunnel", a prospect usually so far off on the horizon that it was essentially unreachable.
To ensure to continued prosperity of these businesses, there must be a core change in approaching their marketing and advertising strategies. Without evolution, there is only stagnation, and a stagnant business is one that will not survive.
Targeted data changes the fundamental way you generate leads. There are many companies out there today who offer information on leads that have already been prospected in a variety of ways: television, toll-free numbers, online forms, e-mail, and many more. These are clients who have already indicated interest in your product and are willing to find out more. The jump in conversion rate with targeted data is staggering, easily going from below 5% to double digits.
Even if a client is not interested in your product at the specific time when your sales person makes contact, that does not necessarily mean the end of the sale cycle. By utilizing targeted data, your agent can work off of warm leads that transition into a personal, open-ended relationship with potential to close in the future. Not every client is ready to close on first contact; in fact, many customers wait until the third transaction before making a decision. Having workable leads who are on a first-name and friendly basis with your team is essential to ensuring that you can close these "maybe later" customers.
Of course, some managers may argue that these clients are not worth pursuing; after all, if they wanted to chase prospects, they would be better served by going down the phone book page and relying upon volume. This is where they are mistaken. By building rapport between the customer and the sales person, you are faciliating a stronger relationship with your customer base, which positively affects your business by ensuring you have a good name. You also improve morale by leveraging a non-hostile work environment, which in turn makes managing your sales team an easier task.
Targeted data is the optimal way to go for businesses who have gotten a running start and are ready to begin expanding. In further articles, we are going to go over some sample scenarios and the art of the live transfer. In the meantime, please visit our site at www.500marketing.com for more articles and ideas on how to grow your business with us.
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