Telemarketing Software Featured Article

Telemarketing Software Bridges the Divide Between Individuality and Automation

September 24, 2012
By Susan J. Campbell - Telemarketing Software Contributing Editor

The individuals on a sales team were probably chosen based on certain personality characteristics that make them good at what they do. Traits such as assertiveness, independent thinking, autonomy, and drive are common among those most important in the sales space. But those same traits can also make it difficult when trying to introduce telemarketing software that increases process automation.

According to this VanillaSoft blog post, sales people and management may be on different pages when it comes to how the sales department should operate. Those doing the selling may feel that it is their hard work and way with customers that drives sales success. While management acknowledges that this is true, they also understand the importance of having a good foundation in place in the way of proven processes that can be implemented by any member of the sales team. 

That foundation is one important value of telemarketing software; it helps deliver a level of consistency to the process that can be replicated across the board. Yet, implementing such telemarketing software, whether it’s for prospecting, managing leads or improving the telesales process requires a little finesse. 

As with any change, adoption is more likely to occur if management makes an effort to explain the purpose and benefits of such a transition, gaining buy-in from the users. Informing the sales team of the objective of the software and how it will make their jobs easier is a key element to successful implementation

The sales team may think telemarketing software that aims to increase automation threatens to take away their autonomy, or minimizes the value of what they bring to the job. They are likely to buck the system and without their buy-in, the full benefit of the software will not be achieved. This is where the importance of clear communication comes in. 

Sales people need to hear from management that the goal of automated telemarketing software is not to put them in a box but rather provide them with the tools they need to ensure their continued success. For example, while the automated software may create a master contact list, sales people could still create personalized routing queues from within the database, allowing them control over how to manage their day.

Automation of processes such as lead routing and dialing for appointments will remove unproductive, time-wasting tasks such as repetitive dialing, connecting with voicemails, and reaching wrong numbers, freeing the salesperson to focus their strengths on what they do best – conversing with actual prospects and closing deals.

Rolling out new telemarketing software is not about destroying independent thinking and freedoms as there should be a balance between automated tasks and individual contributions. Getting the right mix entails first educating the sales team that the software is there to help them. Only then can individuality and automation exist together in harmony, driving the desired results for the organization.

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Edited by Jamie Epstein