subject: Nurturing for Lead Generation [print this page] Nurturing for Lead Generation Nurturing for Lead Generation
Leads are the building blocks of any telemarketing project. Without leads, the project has no direction, no revenue and no impact of the sales graph. Clients take on telemarketing services because they want more customers in their kitty. Nothing less than qualified leads work for them. Call centers have to conduct lead generation procedures to keep the customer database growing. The influx of new customers would create the sense of dynamism that clients would like to have on their business. Leads are powerful enough to take the clients ahead of their competition. No one likes to remain stagnant in the rut. Building up leads liberates a business from the strangles of stasis and takes it forward. But sales lead generation is not an easy process, more so in the present times. Units have to be careful about the work that they are doing.
Lead generation becomes an easier process if the call center agents are careful about nurturing the expected leads. Prospective customers don't often sign on the deal immediately. They may find it more convenient to discuss things with their family, especially if the telemarketing services happen to be about finances or big sums of money. The outbound call center agents have to provide them with the desired amount of time to think things over. But the BPO unit cannot leave them to ruminate on their own terms! Prospective customers are busy professionals. They have a hundred different things on their plate. They may forget the offer that you made. While you keep thinking that they will call back, they are totally oblivious that you are waiting. That's when your sales lead generation guys have to follow up. It can be done through phone calls or emails.
The process of lead nurturing is different for B2B and B2C business networks. In case of a B2C network, the outbound call center agents can send reminder emails after a period of 3 to 8 days, depending on the seriousness of the offer made. If you are doing a telemarketing project on debt consolidation or recovery, allow them more time to ponder over things. If it's about luxury services, move in quickly. People tend to get over their temptation for luxury if you are not prompt enough. For B2B leads, BPO units need to allow a couple of weeks. You cannot expect business executives to reply to you immediately. Similarly, B2B projects concern a lot of money. Your contact may need the permission of the board of directors.
The trick to successful lead nurturing is that BPO units must get progressive with the reminder emails. You cannot send the same email repeatedly, expecting customers to be bulldozed into signing up. It's more likely that the customer will hit the delete or worse report spam against your call center email! That would mean that all your effort goes down the drain. That is why the telemarketing agents have to use better drafts that keep the interest in the deal alive. The curiosity is often the main element in lead generation.
