The quality of telemarketing interactions has the power to make or break a customer relationship, but many enterprises are still struggling with effective lead generation and pursuance. Continue reading →

The quality of telemarketing interactions has the power to make or break a customer relationship, but many enterprises are still struggling with effective lead generation and pursuance. 

Recent research by A Courteous Communication revealed that 34 percent of consumers who hang up during a phone call never call back, which can result in $83 billion lost annually from ineffective interactions. Doris Primicerio, president of the firm, commented on the implications of these findings.

"These statistics demonstrate well why it's so important to have an effective customer retention strategy in place, but also to make a strong first impression," she stated. "There is no point attracting new prospects with a polished marketing drive, if you fall down at the first attempt at building customer rapport."

Building a telemarketing list is an important part of a business' overall marketing strategy and relies on a diligent system for identifying and evaluating phone leads.

Business 2 Community contributor Samantha Goldman explained that the list is one of the most important tools in designing outbound efforts. Lists that are too small, she explained, can impede business development, while lists that are too large can prove overwhelming to comb through. She asserted that using filters to organize lists by company, title, or date created can ensure that telemarketers do not miss any potential opportunities.

Quality over quantity
An ideal list, according to Goldman, will include enough contacts to sustain a campaign long-term, but will be easy to navigate in order to more effectively build relationships. Matt Ford, another Business 2 Community contributor, elaborated on the significance of customer knowledge in identifying telemarketing prospects. Ford explained that making cold calls to customers with no information about their previous history or familiarity with the brand reduces their receptiveness to telemarketing efforts. He advised considering the AIDA principle (Attention, Interest, Desire, Action) when devising telemarketing strategies in order to generate more leads. 

Ford explained that after drawing attention to a product or offer by making a cold call, it is imperative to generate interest from prospects by cultivating genuine, proven desire in the business' services. Engaging with prospects is the most important stage of lead nurturing because according to Ford, that process is what drives them to act. An effective call to action is essential for any telemarketing program because it ensures that telemarketing efforts yield sales and secure relationships.

By maintaining a list of quality lead contacts, telemarketers can ensure that calls are more relevant and better received.

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