I’ve been rushed off my feet for the last 6 months. I’ve been helping existing and new customers with my telemarketing skills. I’ve hardly slept this week, but my hard work has given me a small window to write this blog. If youre interested to know who is winning new business via telemarketing, then read on
As I predicted in previous blogs, the market for telemarketing suppliers has increased dramatically over the last few years. With thousands of people losing their jobs and business becoming harder to win, many would-be telemarketers and telemarketing agencies have sprung up. Yet over time, discerning Managing Directors are learning the difference between the amateur telemarketing people and the professionals.
The glory days of the boom times have gone – any sensible MD must now choose how to spend his business development budget very wisely. Gone are the times when one could chuck £10k at a call centre to keep a sales team busy. Many MDs are now seeing little Return on Investment from scattergun telemarketing. Quality is becoming far more important than quantity. Soaring fuel prices demand less sales meetings. Sales meetings with real value are the order of the day but one cannot expect a low-level telemarketing person to achieve high quality. So what is the answer
The best telemarketing to win new business in 2011 is undoubtedly about focus and relationship building. Im not talking about telemarketing to sell stationery, Im talking about selling a complex offering to a discerning buyer. Stationery sales are purely commoditized so its all about selling in bulk at the lowest price. Complex sales such as selling consultancy services is all about added value. So one must be very highly tuned-in to what people want to buy.
In 2008, so-called forward-thinking marketing gurus (who had become besotted with technology) were predicting the end of the cold-call. Such gurus were full of themselves predicting that email marketing would replace telemarketing. In short, they were right for a very brief period of time, but they completely misunderstood the long-term trends. As Sir Isaac Newton pointed out, for every action there is an equal and opposite reaction. The leap to jumping on the email marketing band wagon was so quick – that it imploded. IT Directors countered the barrage of emails by installing anti-spam systems which are now built-in to readily available software.
These so-called gurus are now at it again. Theyre peddling the dream that the telemarketing cold-call is dead and that social media marketing is now king. Funnily enough, Alexander Graham Bell invented the telephone over a century ago yet more people win new business today by telephone than they have ever done in times past. When one reaches a certain age, one can see that email marketing and social media marketing are simply tools and not the panacea for marketing success. The real key to success is to use all of these tools in the right way.
Lead Generation is a very much misunderstood art and science. Im beginning to notice that in terms of methodology, many Managing Directors are beginning to understand the lead generation process. Smart MDs are setting out to define their offering carefully. Then they are working carefully to understand their target markets. Yet when all is said and done, most MDs are still struggling to find anyone who can fulfil the telemarketing process in the right way.
We can all watch the Science of Sports on a good Discovery Channel documentary. Yet how is it that one man can play football but never score a goal and another man can become a world champion? There is a science to selling, yet at the end of the day, real results boil down to the art of delivery. Think about delivering any message and you will begin to understand what I mean. The recent award-wining movie The Kings Speech is a classic example. The poor chap knows that he needs to convey a message, but to deliver that speech correctly is far from easy. Think of me as the little man who trains the king to succeed. Yet in my case, I deliver the speech for you.
The problem faced by most telemarketing people is not so much in understanding the process the problem is in understanding the person. Time and time again, Ive been asked to take over where low-level telemarketing people have failed. Yes, getting the process right is important but one can make all the right moves, yet fail miserably when the message is delivered. Im not going to reveal all my secrets here in a blog but understanding how to attune oneself with a potential buyer can be learned and it is the final key to providing the best telemarketing and it will win new business for you.
As a smart Managing Director, you probably know a fair bit about the Lead Generation process when it comes to using telemarketing to win new business. If you now need the delivery then I can help you personally, or I can train your people to succeed. My methods go beyond anything you may have read in a book. I am not a professor of marketing. My knowledge and experience was won at the coal-face generating lead after lead and making sale after sale after sale. You may call me on 0203 790 9307 or email me – firstname.lastname@example.org