2009 - the year of the telemarketer

How can you communicate a personalised message to the key decision maker of your exact target segment and truly know if the marketing message got through all of the gatekeepers, was heard above the other marketing noise and had any impact whatsoever? A marketing channel that can achieve this is a dream come true for marketers - which is why I don’t understand why telemarketing is so underrated.

Too many businesses push their telemarketing departments to operate a spray and pray philosophy and in the current climate more and more organisations are putting pressure on telemarketing teams for higher call volumes and increased activity. This is a very reactive approach and, although higher call volumes often do contribute to increased leads, this will work only through luck rather than planning if not combined with profiling and an understanding of the business needs of your prospects.

A few tips to make B2B telemarketing more effective

Review your customer base
How well do you know your own strengths and weaknesses? Highlight which sectors you are well established in. Draw case studies, customer testimonials and even reference visits for prospects from these sectors. It is here you have a position of authority and can be seen as an expert in your field.

Learn the benefits
If prompted could each telemarketer list 5-10 business benefits of your products or services with current real life examples demonstrating each benefit? Many people list functionality – it can do this, we offer that etc. Those with the best response rates list benefits – its saves our customers an average of 5 hours admin time per day, we improved response rates by 30% in the first 2 months, Would you like to receive our case study on xyz (preferably in their sector – even better if it is one of their competitors) highlighting what they did to achieve this?

Share the bigger picture
No one should work in isolation to the wider business. Do your telemarketers understand their impact on the success or failure of the company business plan? They are often at the forefront of a company’s lead generation campaign and are the first and lasting impression to the marketplace of your organisation. Instilling a sense of responsibility will help the telemarketing department feel their true worth and that their contribution is being valued by the business.

Reward the right kind of success
Make sure your team is being rewarded for the right kind of success. Which leads are most likely to close, are of more value to the company and are likely to generate the most revenue? Surely the focus should be on chasing more of these and less of any other. Adjust your reward / commission structure to reflect the type or leads you wish to generate (i.e what is the company profile of your ideal prospect? Can you offer more incentives the closer the telemarketer can get to this?)


Telemarketing is an art form and should not be underrated. The skill of engaging with a business decision maker in a few brief moments or over the space of a few calls is a difficult one to develop. Value you telemarketers as they are the voice of your brand, your business and you. It is them that your potential customer base is listening to.

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Keeping your team happy and productive - for free

I recently saw a 'Happiness at Work Index' report talking about the top thing stressing us out and affecting our performance at work. The findings show that our teams are working longer, harder and are feeling the strain a lot more than in previous years.

So what can we do to make things better? Of course we would all like a big pay rise but even without the current economic climate this would be tough sell to management. Here are a few tips on how to get more while spending less...

Show you care: Sounds a little cheesy but a little appreciation goes a long way. Praise costs nothing and can go a lot further than you think. Public praise within the team can also have the effect of increasing competitiveness and therefore productivity.

Show respect: Never ask someone to do something you wouldn't be prepared to do yourself. People always work harder for a manager they respect rather than a manager they fear. Having a team where all members mutually respect one anaother makes for a much more pleasant working environment and again can help increase productivity and improve results.

Trust: As scary as it can be to let go and let your team run with a campaign, project or event without you, it lets your team feel that you trust them and rate them. No one wants to be micro managed and many people flourish when given a little trust and space to show their true worth.

Personal Development: back to the old adage - Whats in it for me? - offering something to your team for inputting more into a task or project will get greater performance out of them. Whether it is the chance to gain a new skillset, increase experience or to provide variety, most people want to be challenged, stretched and given the chance to develop their skills. Giving your team the chance to take on new responsibilities or projects could be more welcome than a straight pay rise for continuing with their current job.

Harmonious teams: Trying to ensure your team get along cannot be underrated. They spend so much time together that any conflict will reduce productivity and cause more stress. Keeping the team buoyed will impact their performance.

Keep your team in the loop: In uncertain times people want to know what is going on and if they feel they are being kept in the dark rumours and gossip will flourish. Knowing what the team and organisational goals are will help employees feel part of something bigger and they will be more likely to drive things in the right direction.

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