Telemarketing Software Featured Article

After the Call, The Sales Process is Just Beginning

May 20, 2016
By Rory J. Thompson - Web Editor

Telemarketing is a game of numbers: the more calls you make, the more likely you are to get a ‘warm’ or ‘hot’ lead. But once you get that lead, you need to respond quickly. Every minute you waste NOT reaching out is another minute that your competitor might be doing so.

In a recent piece on Small Business Trends, Jeff Charles -- founder of Artisan Owl Media, an Austin-based content marketing agency – listed some excellent suggestions on successful calls. They’re worth revisiting for the value they offer:

Follow Up on Sales Leads Quickly: “The first important thing to note when you follow up on sales leads is that you must do so in a timely manner. While you might think that it’s no problem to get in touch within a couple of weeks, plenty of research shows that the sooner you do it, the better,” Charles says. According to the Harvard Business Review, companies that follow up within an hour of receiving an online query from a potential customer are actually almost seven times as likely to qualify that lead (have a good discussion with a key decision maker) than those who contact prospects only an hour later.”

Stay in Touch: Next, keep in mind the phrase ‘recency and frequency.’ “This basically refers to the fact that people buy when they’re ready to complete a purchase and want to satisfy a need or a want, rather than when businesses want to sell to them,” he notes. “When consumers are ready to spend money, they will typically choose the company that is on the top of their mind; this usually means the business which has been in contact with them most recently, or that one that stays in touch most frequently.”

Test and Measure: “To most effectively follow up on leads, you must keep track of a variety of information,” Charles advises. “For example, note how many leads you receive each day or week; how long it takes for someone in the company to respond to each lead initially; what percentage of leads are turned into qualified prospects; and what number of leads are actually converted into paying customers. Goals should be set for each of these areas, and then measured.”

The bottom line is, you’re only as good as your last call. Handle that one well, and the rest will take care of themselves.

Edited by Stefania Viscusi

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