While many people believe the effectiveness of teleprospecting is beginning to dwindle the reality is the process is evolving. Companies are realizing that cold calling is not the way to go. It takes careful planning and collaboration between sales and marketing in order to create a successful strategy. Here we’ve outlined some of the key aspects and details to check off your list when developing your campaign.
Data and Research
Quality purchased lists or contacts derived from inbound marketing efforts help create the foundation of your plan. Superior data makes every stage of the process more efficient. Avoiding email bounces, disconnected phone numbers and incorrect job titles is key to your success so investmenting in a reputable and proven data source is well worth the cost.
Even the best contact lists have their flaws and the more you know about the individuals and companies you are contacting the better chance your message will resonate with them. This should include researching all aspects of their company website and social channels. In depth online research allows you to better identify proper targets and their areas of need. Knowing who to contact and how their company can directly benefit from your services will provide you the information needed to tailor your sales pitch specifically for them. Develop a checklist of key indicators that determine where your company stands to help them. Capture data including company size, team members and contact information. Proper research will make your presentation more concise and organized.
Scripting and Content
You will want to create scripting that comes across as natural while still communicating and gathering the information necessary to drive the conversation towards the next phase of a sales decision. You’ll want to have an overall strategy that allows you to seamlessly transition through each stage. This will include initial touches, follow up, discovery and goal setting calls.
Content should be developed to complement each stage and tailored to individual contacts. You’ll need content that introduces your company, educate your prospects and guide them towards making a buying decision. Always encourage communication, you never want to send from a no replies email address and every email should be personalized. Be sure to send materials that will be helpful to the prospect and showcases exactly how your company can benefit them.
Nurturing and Analytics
Not everyone you reach out to is going to be ready to buy. You will want to have a nurturing plan in place that keeps your company in front of your prospects. This can be comprised of email workflows, follow up calls and even social media connections. Determine their preferred method of communication and focus your efforts there. Keep track of each touch so prospects don’t become overwhelmed or annoyed by your communications.
Analytics are needed in order to measure effectiveness of your campaign. You should clearly develop lead scoring criteria that shows qualifiers and where contacts are in the buying process. This will help you better segment your lists and target them with relevant information. Meticulous analytics will make what is working more apparent and increase the overall success of your campaign.
Talent and Outsourcing
Contrary to popular belief not everyone can pick up the phone and make a sale or set an appointment. Your callers should be well educated on the product or services they are offering and have a strong knowledge base of your company’s solutions. Taking the time on the front end of a campaign to get everyone on the same page will ensure a more uniform and organized message.
Many companies lack the man power to carry out a strong teleprospecting campaign. Finding a quality outsource partner can be difficult and taking the time to fully research your options can make or break your operation. Utilize a partner with experience and expertise in your specific field. Winn Technology Group specializes in helping technology companies achieve brand exposure and superior marketing results.
