Telemarketing Software Featured Article

How Customer 'Types' Can Improve Telemarketing Performance

December 30, 2013
By Steve Anderson - Contributing Telemarketing Software Writer

Telemarketing is much like any other kind of marketing out there, in that, to get the most out of it, it has to be carefully targeted. Targeting may actually be more important for telemarketing than any other kind, given the number of laws that apply to using telemarketing. But Max Stinson at Business2Community took a closer look at the idea of using customer types when it comes to telemarketing and found that there were some significant possibilities in terms of improving telemarketing performance by including customer type in the consideration of who to call.

Stinson compared the use of customer types to Santa Claus and his classic list of children, making the jolly elf better able to respond to conditions by having one class of customer—so to speak—that has one response, and another class of customer that has several potential responses based on need. With only one type to work with, Santa still manages to get more done than without that type, but Stinson goes on to recommend that several types be used in order to better address customer needs in the field.

Telemarketers, basically, can only go as far with customer typing as a contact list allows said telemarketers to go. If the telemarketers don't have the necessary information to perform customer typing, then the advantages of customer typing are lost. For instance, customer lists should include additional information like the kind of customer dealt with—is it a business or an individual? If it is a business, how large is that business? What field are those businesses in? Where are those businesses located?--in order to provide the best possible chance for the telemarketer to succeed.

Selling depends on information. The key point of any sales operation—and in this telemarketing is no different—is to make sales, and in so doing, provide information to the customer that allows the customer to conclude that the value of the product or service being offered is greater than the amount of cash currently being held by the person who'd be making the purchase. There's a value in hanging on to cash—it has future utility, investment potential, and so on—but the sales person must convince the potential buyer that the value of that cash is less than the value of having this thing, where here, “this thing” is “whatever thing is being sold.” The more information that the telemarketer has about the target in mind, the better a chance the telemarketer has to present information that better proves the value proposition.

Thus, separating out telemarketing contacts not by name and address but by business size, business location, business purpose and the like makes the telemarketer better able to succeed. It's not a guarantee, of course—this is no silver-bullet solution—but it does improve the likelihood, and accordingly, should increase at least somewhat the amount of successful sales as former fence-sitters tip over into the purchasing camp.

Providing telemarketers with more information can be a huge help, and that help can start by just sorting customers into certain types. This improves the chances that telemarketers will prove successful by individually tailoring pitches and responding to objections, and that's the kind of thing that can make for a very happy new year in sales.

Edited by Rory J. Thompson