subject: Lead Generation Done, Whats Next? [print this page] Are you finding your buck stopping with lead generation? Then this can be the article you are looking for! We know that the outbound call center team gathers lead through telemarketing means. They call up potential customers from a database and pitch their sales. When their calls are not rudely cut off, they are able to make their voice heard. The conversion to sales is impressive enough to keep the BPO managers happy. The fact that call center units are actively doing it to get leads proves that they are doing well in this. But what happens after you generate leads? You would be surprised at the percentage of leads that go cold or are just not followed up.
There are various reasons why lead generation campaigns dont provide enthusiastic returns on investment. The first one will definitely be the lack of data. Databases are pooled by various means. The most popular one used these days by call center firms is through online forms. The potential customers are directed to a landing page with a form that they can fill up. The form deceived the BPO more often than not. The questions are not specific to the need. There are too many questions and the potential customer feels irritated keying in so much information. The call center managers have to streamline this form. Ask pointed, close-ended questions. Your analysts will study this data. Better ask them for their opinion.
Reason number 2 is the disconnect between the lead generation team and the marketing team. Call center agents generally hand over the list of qualified lead to the marketing team. The marketing team conducts telemarketing to seal those deals. The outbound call center team generally has no additional information that can help them clinch the deal. They are in the dark and therefore, their efforts are not precise. Sometimes, they dont realize the importance of a particular lead! They fail to perform according to the expectations of the sales team. This sets in deep-seated frustration among the BPO agents who assimilated the list of leads. The call center services managers have to look into this carefully. Make each lead count.
Reason number 3 draws from number 2. Prioritizing your lead generation efforts is important. Go for those leads which are tentative. If the outbound call center team delays, the leads can go cold. Potential consumers can change their mind at any time. They may be attracted to the products/services for your market competitors as well! The BPO teams that follow-up should be prompt. Reason number 4 would be technological barriers. The online form has to match your automated sales programs. If there is a mismatch here, the potential consumers will be confused. More than the damaging effects there, your data will look like a labyrinth of useful garbage. Sifting through data is time-consuming and resource-gobbling. You have to make sure that your call center services are optimized with the right mix of technology and manpower. Leads are the building blocks to success in business. Make sure yours are strong and tenacious!
