You’re no doubt familiar with the phrase “It’s a marathon, not a sprint” and, in my opinion, this is especially true with any telemarketing activity that you carry out.
When you make contact with a company for the first time, it is unlikely that they are going to be in the market for your product or service at the exact moment you call. That’s not to say that you won’t strike it lucky from time to time but, if we are being honest, these type of calls are simply a case of ‘being in the right place at the right time’
For telemarketing to be truly effective, you need to take a long term view.
Over the years, I’ve called dozens of companies who, when I’ve contacted them for the first time, whilst interested in the product or service I was promoting, weren’t in a position to review for a number of weeks, months or even years. However, by establishing that at that stage, meant that I was able add them into the sales pipeline and, by diligently following them up at a date when agreed, I was able to convert them from leads to appointments.
Too often, I’ve heard from companies that have done an initial burst of telemarketing activity and not got any appointments or sales from it and, have viewed it as a failure. More worryingly, when pressed, some of those companies admitted –albeit sheepishly – that they weren’t sure if anyone was actually following up the leads they did get.
In my opinion, the best way to carry out telemarketing is as follows:
1) An initial burst of activity of at least 10 days activity to build a sales pipeline.
2) Ongoing activity of a day a week to maintain and continue building that sales pipeline.
It doesn’t matter whether you use me to do this, a member of your own team or even yourself – as long as someone is picking up the phone, then you WILL start to see results.
Remember, good telemarketing activity is a marathon and not a sprint.