Telemarketing and Teleprospecting Should be Components of a Coordinated Direct Marketing Campaign

This is the second of several posts to this blog which are intended to provide more substance to a description of IMB Enterprises, Inc. as a unique resource, capable of delivering a combination of marketing expertise (effectively a suite of tools) that can be used to craft a highly successful set of coordinated direct marketing campaigns for appropriate businesses. In this post we will present our view on why it makes sense for these campaigns to include a telemarketing and/or a teleprospecting component.

We think it makes sense to follow up marketing communications efforts with telemarketing and/or teleprospecting activity. In order for this type of activity to be effective, the marketing communications piece must provide recipients with some advance notice that telephone activity will follow. Further, the activity itself, must be undertaken while the marketing communications effort is fresh in the minds of recipients, usually no later than 3 days from verified receipt of communications.

It is very important that the personnel charged with placing calls to campaign recipients refrain from using the opportunity of the telephone call for any other purpose than to gather information. The actual specific information which ought to be gathered by these calls, in our experience, varies from client to client; therefore, we cannot be more specific than to simply refer to it as “information”. With a highly specific objective that is heavily weighted towards gathering information, rather than presenting information, we make much more use of personnel for these calls who exhibit high quality listening skills for this endeavor than might be expected. Further, it is essential that these calls be placed in an absolutely courteous manner. We instruct our representatives to always request a moment from contacted individuals. Of course, where a moment is not presently available, then an appointment needs to be made to speak at another, more convenient time.

Of course, with broad guidelines like the ones we have just provided, it makes sense to equip telemarketers with call scripts. We do not advocate requiring that telemarketers strictly follow scripts; rather, we look to work with personnel capable of adhering to the boundaries of courtesy delineated by the script, yet within their own creative presentation. Successful representatives generally exhibit an ability to ingratiate themselves with call contacts. This ability is important as, in our experience, comfortable contacts generally share more information.

We do make a heavy use of recording telephone calls. In our experience, recordings of telephone calls provide management with the information required to gauge the progress of coordinated direct marketing campaigns. It is our policy, particularly throughout the early stages of working with a new client, to share all recordings with our clients to ensure that calls are handled in an acceptable manner.

In the next post to this blog we will take a look at teleprospecting as a separate type of telephone activity with prospects.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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