subject: Lead Generation Methods That Work [print this page] Innovation is a key ingredient for any call center process. For lead generation, too, going off the track often brings in handsome returns. Apart from the simple process of telemarketing agents calling up possible consumers and generating leads, there are two other ways of sales lead generation. They are cross selling and up selling. These methods are normal derivations from the mainstream process that every call center does. The methods are examples of using common marketing procedures to drive results in the BPO processes. Such adoption and adaptation of hardcore marketing tenets is good news for the telemarketing services as a whole. Let's find out what cross selling and up selling is.
Cross selling is the method of offering complementary products/services from the same brand. Lead generation agents call the customers who are already using a product from the client's stable. The telemarketing agents try to convince the consumers to buy a related item which adds value to their previous purchase. The consumer may be interested in making such a purchase for various reasons. It could be that he/she was particularly satisfied with the item they bought as well as the answering service that provides after-sale back-up. It could also be that he/she was wondering if a product exists that compliments their buy. It could also be that the demand for the new offer was dormant but the consumer didn't realize it. The call center agent brings it out and makes the sale. Cross selling works very well in sales lead generation for the retail sector. For example, a TV manufacturer that sells Dish TV connections can use cross selling without breaking into a sweat.
Up selling, on the other hand, is slightly different from cross selling. Here, the lead generation agents call existing consumers to get them to upgrade their products/services. For example, if a customer is using a particular plan on their mobile phone, the improved and upgraded plan may help them save money and also get a value-add. The telemarketing agent explains the consumer why they need this new plan and how things can be better for them. The call center tries to up sell when the new launches of the client are not finding a toe-hold in the market. They want to market the product to the consumers who have used previous products and are more tolerant towards the company and the brand.
The only hitch in this smooth process of lead generation is that consumers may not like the new product/service. That would mean they will lose faith in the brand. That would lead to a negative effect for the telemarketing unit. Moreover, the new dissatisfaction may result in their terminating ties with the brand and also stop using the product/service they had in the first place. It's important that the call center agents take care of this aspect and make the clients aware that such a scenario could arise. It's best to make back-up plans before trying to go for cross selling and up selling.
