7 Keys to Telemarketing Outsourcing

Telemarketing outsourcing can be tricky.  You want to get the results and you also want to be sure that the outsourced telemarketing firm represents your company in a way that is consistent with your brand.

Here are the 7 keys to successful telemarketing outsourcing:

  1. Begin with the end in mind.  What outcome do you expect from the telemarketing outsourcing team?  If you get the correct contact information, is that a success?  Did they set an appointment?  Do you want them to close the sale?  Be realistic in your expectations and be clear at the same time.  Share the goals of the calling effort and establish metrics before the first call.  They can only hit the target if they know what they are aiming for.
  2. Telemarketing should be part of a campaign.  In order for the calling effort to be successful, it should be part of a well thought out marketing campaign.  There should be an effort to reach out to the prospects before the calling is initiated.  This enables the telemarketer to refer to material the prospect should have received before the call and allows for continuity. Whether it’s an email offer, a dynamically printed post card, or a brochure, it will improve the success rate if there has been a prior contact to warm up the prospect.
  3. Clear reason for the call. As part of the marketing effort, there should be a clear call to action that is expressed to the contact.  The call should begin with a logical intro that immediately addresses the purpose of the contact and speak to the propect’s industry and a common pain.  A well constructed script will facilitate the telemarketing outsourcing effort and ensure progress through each customer dialogue.
  4. Position the call as assistance.  People like to buy but they do not like to be sold.  It’s important to position the call as a helpful service.  It is essential the caller is well versed and can articulate how your firm can help the prospect.  The reception to someone who is clear about how they can help is much better than to someone who is just trying to move a product or service.
  5. Provide background information.  As part of the preparation process and set up phase, you should share background and research information that enhances the caller’s ability to understand your firm and how you help your customers.  Don’t overload the telemarketing firm with everything you have. Be targeted in what you provide so that the callers get up to speed quickly and don’t get bogged down trying to determine what information is most important.
  6. Screen for personality.  Because you are entrusting your prospect list to the outsourced telemarketing firm, you need to ensure that their staff is articulate and able to think on their feet.  The best calls are seamless representations of your brand.  You will want to screen the person(s) who will actually be doing the calling on your behalf.  If you are not comfortable, request a new team member to make the calls or move on to another firm.
  7. Share your CRM system.  Leverage information gathered by the outsourced telemarketing team by giving them access to your customer relationship management (CRM) system. Not only can they get more background on a prospect before making the call, they can update the records with each contact point and develop a clearer prospect history. If you do not have a CRM system, let the telemarketing services firm set one up for you. Then, at the end of the project, you can use that system as a starting point building your own.

Telemarketing outsourcing can be a great addition to your lead generation and sales program.  By following these 7 strategies you will start your marketing campaign on the right foot and can expect to see tangible results.

If your firm is looking for higher sales and needs help with appointment setting, simply request a telemarketing opportunity review.