A successful outbound telephone marketing campaign depends on three key factors: the data, the caller and the brief. Get all three of the right and your campaign will be off to a flying start.
Using databases that are old or out of date isn’t a problem. A good caller can clean a database as they go. What is important is who you decide to target.
Be clear about your target market. We’ve worked with many companies who say they want to target businesses with over twenty staff members and a turnover of a certain amount. However, this isn’t a clear target and won’t get them the results they need; it’s just too vague.
Look at the sectors that you operate in and decide exactly where to put your focus.
This isn’t a script that you read from during a call; it’s a compilation of information that the caller will need to get the communication right.
A detailed brief will help you to ask the right questions and understand the needs of the prospect. From there, you can work out whether your offering will be of use to them and make sure you share your unique selling points in a way that is effective and helpful. The brief ensures that the caller will remember any vital information that could help your prospect to make the right decision.
Without carefully chosen and trained callers, your lead generation campaign will fall flat. Your callers should have a ‘helpful’ mindset. Someone who is bright, bubbly and a pleasure to talk to will engage your prospects and generate the return you need without having to resort to pressure tactics.
The right approach ensures that your prospect is treated with respect, which builds the foundations for a healthy long term relationship. It's not just what you say it's how you say it.
For Vicki Culverhouse, the founder of Straightahead, it’s the detail we put into these three components that sets a successful campaign apart from the rest. “We use these components to allow us to serve as an extension of your sales team– it’s what’s kept our customers coming back to us time and again.”
Ready to generate more leads? The Straightahead team are here to help you get the results you need from your next campaign.