subject: Lead Generation through Direct Response Marketing [print this page] Direct response marketing uses the mass media to disseminate information about products/services. Advertisements in radio and TV can be placed under this form of marketing. Direct response system can pay off rich lead generation dividends. The reach of TV and radio are more than the internet, because in the former, the message comes to you. In the later, you go to the message. Sales lead generation through this method sees an avalanche of calls at the inbound call center desk. The real challenge for the call center lies in tapping into these calls and processing them toward successful sales. This calls for intricate planning on the part of the BPO unit. Let's tune into the factors that make things tough in this process.
First, the volume of calls in response to the ad is high. The call center may not have the sufficient manpower or the technology to make sense of all these calls. Lead generation can happen only if these calls are received and processed. Such a high volume invariably leaves ground for missed calls. The inbound call center team cannot help but leave out on certain calls. This is waste in terms of sales lead generation. Callers who do not get through to your number often feel negatively about your company. So, make sure you have the right mix of manpower and technology to match up to the call volume.
Second, the missed calls need to be tapped as well. The outbound call center division has to be vigilant enough to call up all those numbers that are on the missed calls list. These are customers who have shown an interest but couldn't get through to your inbound call center team for some reason. Following up on these calls strengthen the lead generation process. These leads are generally assured and pay back the effort the call center makes on calling them up. However, the BPO service unit has to be careful about not allowing the lead to cool off. If there is considerably delay in making the call, the consumer will curb his/her instinct to purchase.
Third, hiring the right number of manpower is needed. An excess of call center agents will hang heavy on the lead generation budget. At the same time, a less-than-sufficient number of inbound call center agents would mean failure to make the most of the direct response marketing expenditures. Buying time on TV and radio is not cheap and companies will expect similar benefits in the sales lead generation. If an inadequate number of BPO agents act as the weakest link, the blame cannot be avoided by the call center services. It makes more sense to study the data and chalk out a plan accordingly. Hire according to the requirement. If you feel that you cannot handle the high call volume without something spilling over, advise the client to use a website as well. The website would divert a lot of the traffic away from the phone lines. There will be less pressure on the answering service team.
