11.07 – Telemarketing: To Call or Not To Call
Telemarketing was once a highly effective direct-response channel, with live calls often leading to positive responses. However, regulations, privacy concerns, and Do Not Call lists have made this channel more challenging. Additionally, the rise of online chat over customer service calls has further diminished its appeal.
Tips for Effective Telemarketing
Call Only Existing Contacts
Focus on consumers with whom you already have a relationship. Cold calls often result in low engagement and can irritate recipients who feel their privacy is being invaded. It’s more effective to call those who have interacted with your brand, such as through social media or by downloading content like white papers or guides. When making these calls, explain the reason for your call and prioritise addressing their questions before moving on to your next steps, like offering a product demo or free consultation.
Train Your Call Centre Staff
Ensure your call centre is staffed with well-trained, competent salespeople who can represent your company professionally. Equip them with a response script to handle common issues, comments, and complaints consistently and effectively.
Prepare and Adapt Call Scripts
Develop comprehensive call scripts for different scenarios—whether you’re making the call or receiving it. Tailor your messaging to address your customers’ concerns and your desired outcomes. If you have defined your Emotional Selling Proposition (ESP), ensure it is reflected in your call scripts.
Follow-Up Calls
Assign team members to follow up with customers after a service visit or product purchase. This personal touch can build rapport and loyalty.
Include Survey Questions
Consider ending each call with a brief survey question to gather valuable feedback. You can ask if customers also patronise competitors, their satisfaction rating on a scale of 1 to 5, and if they plan to purchase from you again. Rotating the survey question periodically can help you gather diverse insights to refine your ESP and messaging.
Evaluating Telemarketing Effectiveness
While telemarketing’s effectiveness has declined due to factors like robocalls, it might still work for your business. Track the sales and revenue generated from telemarketing efforts and compare the costs to other marketing methods. Calculate your cost per lead (CPL) to determine if telemarketing should remain part of your strategy.
Keep Your Direct Marketing Fresh
One major mistake in direct marketing is becoming complacent with high-performing campaigns. Regularly update and refresh your email and direct mail messaging, content, and offers. Keeping your communications engaging ensures recipients continue to look forward to your messages rather than ignoring them.
By carefully integrating telemarketing with a strategic approach and regular updates to your marketing materials, you can maintain an effective and engaging direct marketing strategy.
