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©