There is a serious push lately for telemarketing and real time statistical analysis of virtual calling centers. In many cases, campaigns being launched are wildly successful. Companies are generating unique traffic to their websites, getting more people in the doors of their store, and selling more products directly from calling people. The other side of this equation is the staggering amount of failures that result from companies using old techniques or just the wrong methods entirely for their marketing campaigns. So what works and what doesn’t?
Prepare for the future
While it would stand to reason that most of the current methods of telemarketing are effective, it is the execution and the delivery of these methods that tends to throw people off from success. For example, one of the biggest pushes right now in terms of cutting costs and trying to generate profit is by going through a completely or nearly completely automated calling service. Statistically speaking, more people are likely to hang up on a computer generated voice or a recording than they are to hang up on an actual person on the other end of the phone. Another issue comes with outsourcing to foreign countries. People won't like it when they clearly hear someone is from India for example
This isn’t without its incurred costs, however. There is no denying that automated systems only typically require a handful of people to operate and modify them. In addition, there is a low cost (compared to the hourly rate of hired call center employees) for the software and service in general. Complete automation takes the humanity out of the business though, and it will almost certainly lead to hang ups and a do not call register.
More issues with Telemarketing
Another way to keep your company from the dreaded failing side of the aforementioned equation is to take a literal hand in the script that the human telemarketers in call centers are reading from. You need to do your best to think of a natural sounding piece that offers a bit of actual conversation into the business you intend to get to. There is a saying that suggests that ‘people buy from people they know’ or sometimes shortened to ‘people buy from people’. With this in mind, if the call center folks are just forcing your agenda right off of a “Hello”, then you are losing credibility with potential and current customers.
While autodialers are a great resource to have when you are starting marketing campaigns, you need to be mindful of the contact information you have in your database. Taking time to review statistics, bad numbers, hang ups and the like can aid you in figuring out what works and what does not. There are plenty of companies that are seemingly ignoring the telemarketing do not call list, but that typically only applies to companies and services that are cold calling. The register becomes a bit of a grey area if people have requested more information or agreed to take calls or communications about upcoming promotions.
Telemarketing fraud also sits high on the reasons campaigns fail. This isn’t always as nefarious as it sounds. Fraud can be something as simple as a telemarketer at a call center pretending to be someone that they aren’t to be more relatable to a person they are calling. For example, calling union members for union specific promotions or services and pretending to belong to a building trade union. While it might generate a few sales for those that don’t wish to investigate further, someone finding out about the ruse could really put out a lot of bad press about the company and any future communications you attempt.
These are a few of the big mistakes that people will make when it comes to telemarketing methods. While there are many others, these are usually the culprits when it comes to failing at a campaign. Get involved with your campaigns at even their lowest level to see how your company is being represented, who is responding well to certain scripts, and learn where you can tweak things to generate an even bigger margin of sale.