Telemarketing Targeting for the SME

Telemarketing Targeting for the SME
As an SME, how do you use telemarketing targeting to make lots more sales?  Let me explain….

There are basically two main types of people used in telemarketing targeting– what the experts call the “Storm” team or the “Conscript” team.  Think of troops who join an army – one is a volunteer and the other is a conscript.  They’re both soldiers, but one wants to be there and the other has been drafted.  The outcome of battle – in this case, your marketing campaign, will vary greatly depending on which type of people you choose.

Recently, I started helping a client who knew their industry inside out and I was very impressed with their knowledge of how quality telemarketing could help them.  They’d tried different telemarketing approaches for many years and I can say that they were the first client in many years where I could definitely say they knew what they were talking about.  Generally speaking though, such people are rare and that’s where I help.

Each part of the targeting process may seem easy on first appearance.  I still giggle when I’m told “well you make so many calls and out the other end pop sales – that’s how it works isn’t it?”  OK, so most of my clients are not that naive – but most do not truly understand the full mechanics of how to create opportunities by telephone – or rather they understand much of the theory, but perhaps do not understand how to put it in to practice.  For example, I know how to swim, but I’m really not a good swimmer and I’ll never be entering for the Olympics.

Believe it or not, most campaigns are rarely as simple as they seem on paper.  If they were, then everyone would simply figure it out, make the calls and sales would pop out the other end.   In truth, there are many hurdles along the way to working out how to create sales opportunities.  The whole methodology can be split in to a set of processes, but what differentiates the expert from the novice is in the skill of the individual who uses the processes.  Let me explain…

The first process is to find the right data, then you shortlist this using filters such as geography, size of company you want to do business with, and so on.  The difference between the professional and the novice is in what one does with the data thereafter.  The novice telemarketing person makes the calls and logs the outcome.  The professional telemarketing person works on a continuous feedback loop.  Believe it or not, it’s often more important to know why someone said “No” than why someone said “Yes”.

Sometimes, my clients ask me to work out the strategy from day1.  More often, a client has spent hours and hours trying to work it out themselves first then they ask me to fulfil their plan.  The clever clients are those that get me to work it out for them.  Going back to my poor swimming abilities, if you asked me to figure out how to help the British swimming team win the Olympics then I’m a smart guy with an Honours degree, so could I do it?  Of course we both know our team would come last as I may be clever but I just don’t know what it takes to make people swim better.  But ask me how to make people interested in a buying a product or service, then I’m your man – with a 25 year track record of success.

The objective is always clear in telemarketing – to find as many people as possible who want to meet up to discuss buying my clients products/services.  To get this right is the tricky bit.  For example, I had one client whose offering sounded too good to be true.  The problem was how to portray the offering in a way that people could understand, so that they didn’t think I was pulling their leg.  Another client had an offering in a market saturated by competitors so the hard part was to find a way to talk to prospects who would even give anyone 20 seconds of their time.

The feedback loop of market intelligence is always the key.  One has to go over and over the “filters” as to why a customer might buy.  Is it because they live in a certain locality?  Is it because they work in a certain industry?  The novice telemarketing person can burn a big hole in a marketing budget and you may be left with no opportunities, no sales and no idea why everyone kept saying “No!”  So why is it that the “Storm” person keeps winning in such situations?

Whilst the “Conscript” telemarketer is counting the hours until he can go home, the “Storm” telemarketer is constantly trying to figure out how to find the right people and why they will buy.  They look for trends in what people are saying.  They constantly adapt their pitch to suit the buyer.  They constantly adapt emails and feedback as to whether the marketing collateral is working from – is the pdf brochure right?  Is the website giving the right message?  As an SME your greatest strength is to adapt rapidly.  Working with the “Storm” telemarketer, they will find you new opportunities and new ways to make people interested in your offering.

So the next person who tries to sell you “Conscript” telemarketing – think carefully before you act.  Will a conscript be looking at his watch, or looking for a gap in the enemy lines for you to make that big breakthrough?  The Art of Storm Telemarketing is to adapt, adapt and adapt again.   It is said that  “knowledge is power” – so if you really want a powerful campaign – choose your telemarketing people correctly.  A fool can dance around in circles and bring you nothing.  A Rainmaker will bring you some wins – but a Storm-Maker could completely change the way you do business.

Call Storming Stephen Law now on 0870 042 1263 – winning doesn’t have to cost you the Earth.

Stephen Law is a Business Development expert. Over a 25 year period, Stephen worked has worked from a Foot Canvasser and Telemarketing Junior in the 1980s to an Executive Director and Company Secretary in the 1990s. Stephen's sales and marketing career spanned the IT, Communications and Technology sectors, where he was always top in his field. Stephen has also been head of Manufacturing, HR, and R&D for a number of organisations. In 2005, Stephen decided to form his own company offering Business Development via Consultative Telemarketing. Few people enjoy telemarketing as much as Stephen and fewer still understand how to communicate effectively with senior decision makers. Stephen is an Associate Partner of the No1 UK Business Development Agency and an Honorary Director at the LCDA for Business Development, where he has taught the Art of Selling at London South Bank University.

Posted in Business Development, Freelance Telemarketing, Lead Generation, Telemarketing

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