Telemarketing is often an ideal way of identifying and profiling possible sales prospects. Using the telephone you can readily identify prospects with a possible need for your company’s service.
The problem is that not many will be ready to consider a switch immediately. This leaves you with a marketing challenge – “How to remain on their radar screen until they are ready to buy”. This is where email marketing comes in.
Useful Tips:
Always ask for an email address during the phone call to send future information updates (This constitutes full opt-in permission).
Use phonetic spellchecking to ensure email address accuracy.
Consider producing a monthly email newsletter. This takes time and discipline but will be well worth the effort.
Use a web based email marketing software application to manage your subscriber list and to track click thru’s to your website.
Where is The Telephone Best used?
- To make initial contact by cold calling
- To do the initial qualification
- To keep in touch and build a qualification profile
- To schedule sales force appointments
- To register for events
- To follow-up responses to your email campaigns
Where is Email Best used?
- Information packs (Only where requested)
- Event invitations
- Newsletters
- Download offers
Useful Tips:
- Include a website link in all emails
- Be sure to add value in all communication
- If sending reminders, use sparingly, they should relate to a specific conversation
- Always use an unsubscribe option to avoid irritation
- Never use brochure speak its not relevant
Follow-up Calling Considerations:
- Use these to build your qualification information
- Do not call too frequently
- Always get agreement form your prospect to make a follow-up call (Usually to ask if the project or need has been fully defined)
- Always obtain agreement on the next contact date
Useful Tip:
Suggest a date say two months out if you think the next contact should be in 1 month. If the prospect suggests you call sooner, this represents a good buying signal.
Case Study:
The following is an example of a successful project we have recently completed:
Sales Lead Generation
Client: Data Security Service Provider
The project involved profiling companies to determine if they have a need for a security software solution.
Each positive result was classified into the following categories:
Consultant meeting request
Consultant phone call request
Information request
Requests for a meeting or phone call from a consultant was 38%. Opt-in email permission was obtained for 67% of qualified decision makers contacted. These will receive periodic information in the form of e-newsletters and new product information.
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