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You Can’t Compare Your Telemarketing Campaign to A Big Corporate Campaign

A customer came to me the other day and was wondering why his telemarketing campaign was not generating huge sales. The script was really good, the customers targeted and the product was a decent product. But for some reason the product wasn’t selling as fast as the customer would like. This customer couldn’t understand why. When he was an executive at AT&T their campaigns always delivered large amounts of revenue up front – now that he was at his own company he didn’t understand why he could not duplicate the success he had at AT&T.

What the customer didn’t realize was that he had answered his own question by posing it. A small company can not compare their cold call efforts with those of a company like AT&T. Why? It’s like comparing apples to oranges! AT&T spends millions of dollars for name recognition efforts each year. I mean, if you think of it, how many people haven’t heard about AT&T? There probably isn’t a person on the planet that doesn’t at least know “of” AT&T. The name recognition that AT&T has starts the conversation off differently because when you’re a big company with name recognition you don’t have to stop and explain who you are – everyone already knows. A smaller company has to start their telemarketing campaign by telling everyone who they are first. What they are selling, and what that product is capable of doing for the customer. It’s a different conversation. But, that doesn’t mean you can’t measure the success of your telemarketing campaign even if you are a small company.

SO, how DO you go about measuring the success of your small business telemarketing campaign? Simple, the keys to telemarketing campaign measurement are to compare certain metrics generated from this period to your last campaign period. The metrics you’ll want to use are sales, website hits, leads generated, and eventually sales in costs per man hour. These will give you a broad measurement of how your campaign is doing.

Let’s start with sales. Most of you will say that this is easy – a telemarketer calls and rings up a sale right? That’s my measurement – not necessarily. It’s not often that a telemarketing call will result in an immediate sale. Especially in this day and age when selling has become more social. In fact according to a recent survey conducted by a respected marketing company, 80% of sales aren’t made until the fourth or fifth phone call. So, your measurement should not only count sales made during the initial call, if any, but any subsequent calls or call backs by the customer absent the telemarketer.

Website hits are easy to quantify. Did your website hits go up after you started your telemarketing campaign? If they did that could be indicative of people hearing your company name and searching it out on the web. This is a always a positive sign. A good best practice is to keep track of website hits and make sure your website is designed to funnel those hits to a contact form where customers can get more information. This can make for invaluable leads to follow up on in the future.

Leads generated can be something as simple as obtaining a name at the company you are targeting along with an email address or phone number (preferably both). By generating leads your telemarketing efforts can lead to future marketing (and sales) down the road. Remember, if you are a small company this may be the first time someone is hearing your company name. Statistics show that some customers will need to be contacted seven times by a new company before they will respond to that company’s marketing efforts – especially if that company is new. This is another great way to measure your telemarketing success and a way to feed your sales staff if you have any.

Oh finally… sales! Having made all the calls you can make and followed up on your leads and website contacts you finally made sales. It was harder then you thought right? Be sure to track how the prospect first heard of you – this will provide a final measurement of the success of your telemarketing efforts. Any eventual increase in sales should also be divided against the cost of the telemarketing campaign to get an understanding of how much the increased sales cost in terms of ROI or return on investment. This will also give you data to compare against for future efforts.

Comparing the success, or failure, of your telemarketing campaign is easy when you give yourself the tools. Setting realistic goals and expectations based on the limits of your name recognition and status in the marketplace will go along way toward helping keep your program on track. Happy selling!

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