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February 05, 2013

How to Ensure Your Telemarketing Software Doesn't Turn You into a Stalker

By Susan J. Campbell, TMCnet Contributing Editor


How many is too many when it comes to a telemarketing call? While there are certainly more than a few consumers who would consider just one call too many, the reality is that we as consumers interact with companies and sometimes need a return call. We expect prompt follow-up, but what if the calls don’t stop?


This question as explored in a recent VanillaSoft blog post. The premise here is whether or not the follow-up calls should continue at specific intervals if the contact isn’t reached on the first attempt. Let’s look at the sample scenario a little deeper. 

In the VanillaSoft example, the calls were connected to Web-based lead forms. Leads on the forms needed to be a calling priority, so the sales manager enabled a feature in the telemarketing software to place them at the top of the calling queue. This ensured the leads could be called within minutes of their arrival.

The instant response on Web leads is critical as studies have shown that the value of that lead diminishes quickly with each passing minute. Leads are often expensive to capture and therefore, the sales manager wanted them worked hard. As a result, the leads were called every two hours if they weren’t reached on first attempt. 

While the telemarketing software was programmed with the goal of maximizing the leads for the best outcome, the sales manager wasn’t considering the perception of the consumer. There’s a big difference between a prompt response and stalker-like calling. The former demonstrates attention to the needs of the consumer while the latter is putting the needs of the company at the forefront. 

If the calls are placed because of a purchased list and not the completion of a form by the consumer, the consumer’s perception of the brand is likely to turn negative much more quickly. When the telemarketing efforts shift from proactive to damaging, the value of the lead is completely spent, with nothing positive to show for it. 

The key to the successful use of the telemarketing software is to strike a healthy balance between quick follow-up, constant follow-up and the ability to monitor the two. This often requires the application of more complex rules to the call routing to ensure leads are not called too often to be effective, but often enough to be perceived as quality service. 

To that end, VanillaSoft works directly with customers to design their telemarketing campaigns from the ground up in order to achieve the best outcomes. In working with the company’s telemarketing software, customers enjoy the benefits of appointment-setting, intelligent call routing, access to a real-time management dashboard, automatic real-time lead distribution, team-based selling, auto dialing, on-board messaging and more. 

The value expected in any telemarketing campaign is based heavily on the strategy and technology involved. Direct calling is still a powerful tool – but only when used effectively.


Edited by Jamie Epstein


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