Best Telemarketing – Value for Money

To gain the best telemarketing, value for money is evidently important.  I’m not discussing “cheap” telemarketing here, but I am discussing cost-effective telemarketing.  Like anything else in life, you get what you pay for – so we’re looking at “value for money” here.

I’ve written numerous blogs below, for those of you who need to know which concepts form the best type of telemarketing – that’s telemarketing for the Complex Offering to the Intelligent Buyer.  This short blog is all about being careful about what you wish for, in terms of cost-effective telemarketing.  I’m going to look at some recent prospects, who failed to establish the right framework for cost-effective telemarketing and why this occurred.

Lean Telemarketing Versus Six Sigma/Cost Cutting
If you’re not familiar with the “Lean” method of viewing business, I’ll explain it in very quick  layman’s terms – it’s about getting everyone onboard from top-to-toe of an organisation, with a philosophy about removing bottlenecks – to increase productivity and working together to be the best.  Although not a Lean Guru, I take a Lean approach to consultative telemarketing.

The concepts of Six Sigma were derived from the manufacturing industry, so I have a number of issues about people applying this concept to consultative telemarketing.  Sure – one could transpose the philosophy of sticking tops on bottles in a factory, to tele-monkeys making calls in a call-centre; but it just doesn’t wash with me, when one is trying to communicate a complex message to a senior decision-maker in a blue chip organisation.  Consultative Telemarketing requires an unscripted and fluid interaction, not a robotic script.  So Six-Sigma get’s the thumbs-down from me.

Cost cutting is another favourite approach by many, which might be viewed as a sensible approach to saving pennies – but does it really apply to consultative telemarketing?  Does bartering a telemarketing supplier down to the lowest possible price really achieve the desired results?

Best Telemarketing Value Case Studies
A recent prospect who took the Six Sigma approach to telemarketing became so wrapped up in analysing every component part of the process that he completely forgot the purpose of the campaign.  There’s an old saying that, “Too much analysis leads to paralysis” – and in my opinion, this is a potential problem with the Six Sigma and Cost Cutting approach to finding value from the best telemarketing.

I had a call from a very nice chap who literally spent hours talking to me on the telephone.  His prime philosophy was all about “Cost Cutting”.  I kept trying to steer him back to “value”, but as a Cost Cutting Expert, he was determined to whittle the price down to a level that would not incentivise anyone to undertake good works for him.  The moral of the tale here, is that it’s good to bargain with people and it’s good to try and get the best deal – but not at the expense of “failure to thrive”. 

When you’re looking for a Freelance Telemarketing Expert – it stands to reason that such a person is often fully-booked; yet the Cost Cutting mentality sees everyone out there as a commodity, to be bargained to the lowest price.  Always remember the difference between “cost” and “value” and you will gain the results you require from telemarketing.  The poor chap who kept calling and could not understand the difference between “value” and “cost”, ended up prevaricating for so long that I was fully-booked and could not help him.  This chap’s inability to understand that a service is not the same as a bar of chocolate (a commodity), led to a classic case of “paralysis through analysis”.  Cost is important, but “Return on Investment” should always take priority over “cost” – put simply, if you cannot afford the best telemarketing person, you should be looking at your business model more carefully.

Best Telemarketing Value – Conclusions
The Best Telemarketing for a complex offering to intelligent buyers, is all about choosing the right person for the job.  By all means, take a Lean approach and look at the most focused and effective campaign.  Your goal should always be clear and based upon a Return on Investment.  Always negotiate the best deal – but remember when buying-in a service that “cost” is not the same as “value”.  Of course, I’m always available to discuss the subject in more detail or help you via my consultative telemarketing on telephone number – 0870 042 1263

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.

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