Telephone Marketing
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Ring Ring Ring What’s a Business to do? Tools, Tips, and Options for Successful Telephone Sales & Service May 13, 2014 Joanne Wills – CallingWorks Denise Clancey – Teledirect Partners
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Telephone sales has been around a long time - but telemarketing is a great sales/service tool for current customers, past customers, as well as prospects. Learn how and why other companies are successfully using this 'business' channel, and give yourself the chance to develop your own company's unique telephone outreach campaign. You will walk away with telemarketing tips/tricks and other options to use your phone successfully.
Transcript of Telephone Marketing
Ring Ring RingWhat’s a Business to do?
Tools, Tips, and Options for Successful Telephone Sales & Service
May 13, 2014Joanne Wills – CallingWorks
Denise Clancey – Teledirect Partners
Today’s Program
• Intro: Joanne and Denise• Why are we here?• Program
Poll
• A little about you – 3 sentences> Name> Business> Why are you here?
• Telemarketing Uglies - What have you heard?
Why do companies use Telemarketing?
Drive Sales & Marketing• Lead follow-up • Appointment setting• Market Research• Prospect/Customer feedback• Close Sales• Cross selling & upselling• Account management
How do Companies Use Telemarketing?
Startup/New CompanyIndustry description
Target marketCompetitive analysis
Regulatory restrictions
Growing CompanyNew customers
Account managementUpsell/Cross Sell
Customer feedbackWin-loss analysis
Established CompanyNew customers
Account managementCustomer feedbackMarketing events
TestimonialsCase Studies
Win-loss analysis
Aligning Telephone ResourcesCo
st o
f Pro
duct
or S
ervi
ce
Complexity of the SaleLow High
Low
Hig
h
Quad 2
Quad 3
Quad 2
Quad 1
Quad 1
Cold callingLead qualificationConfirm appointmentsList managementOption: OutsourcePay: Hourly (+ incentives)
Cost
of P
rodu
ct o
r Ser
vice
Complexity of the SaleLow High
Low
Hig
h
#1 Low Complexity - Low Cost Example
• Type of Company: Waste Management• Sales Challenges:– Leads-Leads-Leads!
• Telemarketing Solutions:– Purchase lists– Outsource part time lead qualification – Cold calling: find decision maker, identify current
service, provide initial information
Quad 2
Lead generationCold callingAccount ManagementPay: Hourly + incentivesOption: Outsource
Cost
of P
rodu
ct o
r Ser
vice
Complexity of the SaleLow High
Low
Hig
h
Low Complexity, High Cost of ProductExample
• Type of Company: Software company• Sales Challenges:
– Educate/Sell prospects on software (4 different products & pricing structures)
– Renew annual contracts for existing customers– Account management for existing customers
• Telemarketing Solutions:– Outsource: Hired Gun(s)
• Qualify interested prospects• Product demonstration(s)• Upsell, cross-sell• Renew annual contract
Quad 3
Telesales or Inside SalesSalesLead GenerationOption: Outsource (Expert)Pay: Base + Bonus $$
Cost
of P
rodu
ct o
r Ser
vice
Complexity of the SaleLow High
Low
Hig
h
#3 High Complexity - Low Cost Example
• Type of Company: Online & Print Media Company• Sales Challenges:
– Continually find new customers to sell ads– Stay in touch with current & past customers to maintain
relationship, renew, up-sell and cross-sell– Stay up to date on current & future offers
• Telemarketing Solutions:– Outsource: Hired Gun(s)• Research prospects & set appointments to sell relevant ads• Account management – maintain relationship & sell current
offerings• Consistently build pipeline & close sales
Quad 4
Inside Sales or Field SalesClosing large dealsAccount ManagementOption: InsourcePay: Base + Bonus $$$$
Cost
of P
rodu
ct o
r Ser
vice
Complexity of the SaleLow High
Low
Hig
h
#4 High Complexity - High Cost Example
• Type of Company: Enterprise Software sales• Sales Challenges:
– Open new customers ‘down market’– Sell products and services– Average sale: $$$$$– Stay in touch with current & past customers to maintain relationship & sell
all services– Stay up to date on technology
• Telemarketing Solutions:– In-House or Outsource
• Research prospects• Establish relationships• Close deals/book business• Account management – upsell & cross sell
Tips & Facts
Cold Calling
• The best time to cold call is 4:00-5:00PM.• The second best time is 8:00-10:00AM.• The worst times are 11:00AM-2:00PM.
Source: Kellogg School of Business
Call Attempts & Reaching Prospects
• 2007: 3.68 calls to reach prospect• 2013: 12 attempts to reach prospect
TodayThe average salesperson makes only 2 attempts
to reach a prospect.Sources: Sirius Decisions & Teledirect Partners
Follow-up Calls
• 80 % of sales requires 5 follow-up calls after the first phone contact.
• 44% of salespeople give up after 1 follow-up call.
Source: The Marketing Donut
Leads
• Nurtured leads make 47% larger purchases than non-nurtured leads.
Source: The Annuitax Group
Human Interaction
Almost 70% of B2B purchases have some form of Human Interaction (HI)
– either a telephone conversation or a visit from a sales executive.
Source: Sci Sales Group 2011
Dialing for Dollars
• The average salesperson makes 8 dials per hour and prospects for 6.25 hours to set 1 appointment.
• 2% of cold calls result in an appointment.
Sources: Ovations Sales Group
Leap Job
Your Business
• Getting it right• Getting organized• Getting going
Role Play
Q&A
Thank you
Joanne WillsCalling Workswww.callingworks.com781.444.3377
Intelligent B2B Telemarketing
Denise ClanceyTeledirect Partnerswww.teledirectpartners.com617.973.6667
Tele Strategies that Get Results©
