| As the marketing world changes and new tools such | | | | results. No one wants a call where someone is reading |
| as social media websites like Twitter, Facebook and | | | | to them. The skills of the person making the calls are |
| others emerge one has to wonder whether the | | | | critical. In many instances this is the first time a |
| marketing and lead generation tools of the past are still | | | | prospect is interacting with your firm. It is imperative the |
| relevant in the new electronic age. Recently, I was | | | | impression left be a good one. Remember the adage; |
| asked whether the "old standby", telemarketing was | | | | you never get a second chance to make a first |
| still considered to be an effective lead generation tool | | | | impression? Well it applies here. Ensure you have a |
| for professional service firms (law firms, accounting | | | | qualified professional making the calls not only from a |
| firms, etc). I thought it would be interesting to analyze | | | | technical standpoint but also from a sales standpoint. |
| the telemarketing process to determine if it still can be | | | | - Improper Follow Up. Following up is the trickiest part |
| effective for professional service firms, and if so, how | | | | of executive telemarketing. How many times should I |
| specifically the process should be structured. | | | | call? Should I leave a voicemail? How many voicemails |
| First let's define what telemarketing in this context | | | | should I leave? These are questions that must be |
| means. When we speak of executive telemarketing | | | | addressed prior to the start of the calling effort. Define |
| we are not talking about professional business to | | | | the process exactly so the professional making the |
| consumer telemarketing. We are speaking of | | | | calls knows how to handle each situation. In our |
| something very different. This type of telemarketing | | | | experience we generally call once every 7-10 days |
| has a bad reputation and for good reason. It is | | | | and no more than three times per month. This includes |
| characterized by someone from an organization calling | | | | leaving voicemails, leaving messages with secretaries, |
| to solicit money or subscriptions from you right in the | | | | etc. Doing more than this may convey the image you |
| middle of dinner or the middle of weekend when the | | | | are desperate for work or don't respect their time. |
| last thing you want to discuss it making a donation. | | | | Business Development/Partner - The role of these |
| Executive telemarketing is vastly different from the | | | | professionals is generally to follow up with the |
| description above. It refers to the process of a | | | | prospect based on the information provided from the |
| company calling a C level prospect in another | | | | executive telemarketing professionals. Their job can |
| company to educate them on service offerings, | | | | vary from discussing technical issues, scheduling |
| discuss their situation and offer to be of assistance in | | | | appointments, or simply engaging the prospect in a |
| the future. A key difference is that the calls are being | | | | conversation about their situation to further qualify the |
| made to businesses and are done so by educated | | | | opportunity. It is important to note once the lead has |
| professionals familiar with the industry, service and are | | | | been handed off the telemarketing team generally |
| able to professionally represent their organization. | | | | does not become involved in the process again. The |
| Executive Telemarketing In the Marketing Mix | | | | function of this group is to take the lead from the |
| The executive telemarketing process is as effective a | | | | opening stages and nurture it to a close. This requires |
| lead generation tool as any other components of the | | | | a skilled sales professional that understand the sales |
| marketing mix. In fact, I would argue it is more effective | | | | process and has experience in the area. Although this |
| than many traditional lead generation tools because it | | | | sounds quite straightforward there are a few broad |
| provide the opportunity to directly interact with the | | | | areas where trouble can arise. These include: |
| prospect. No other lead generation tool I can think of | | | | - Technical Professional Selling. If your firm passes |
| including email marketing, direct mail marketing, social | | | | leads to the professional who is technically savvy on |
| media marketing or pay per click advertising provide | | | | the services being sold, but has weak sales skills there |
| the opportunity to engage the prospect in a | | | | may be a problem. Often times the most technical |
| conversation about the issues and challenges they are | | | | person is not the best sales person. (Note this is not |
| facing. The tools mentioned previously provide a flow | | | | always the case but it is a general rule). Despite their |
| of information that pushes out, delivering a message to | | | | best intentions and vast knowledge in the area they |
| the prospect but does not provide a forum for | | | | are unable to make a connection or get to the point |
| interactive communication. Now these methods may | | | | where the firm is invited to submit a proposal. Why? |
| eventually lead to a phone call especially if the | | | | The answer is simply that sales and technical |
| prospect has an immediate need, but the initial flow of | | | | accounting, auditing and consulting require different skills |
| information is still one sided. The interaction component | | | | sets. If the person following up on the leads does not |
| is critical and sets executive telemarketing apart from | | | | have the correct skills it will reduce the chance of |
| any other tool to generate leads. | | | | success. |
| Right Process - Right Results | | | | - Consistency. The same as listed above can be said |
| Despite the fact executive telemarketing allows for | | | | here. Define how often the sales professional should |
| interaction it cannot be a successful tool if the process | | | | follow up with the prospect. I have personally been |
| guiding the effort is flawed or ineffective. Below I have | | | | involved in situation where it took five phone calls |
| detailed out the main roles executive telemarketing and | | | | before I got the "interested" prospect on the phone. It |
| the sales people should play in the process. All too | | | | was not that they were not interested but they were |
| often the process breaks down and becomes | | | | busy with quarterlies, year end, etc. Remember |
| ineffective when expectations are not set or the | | | | consistent and professional follow up t every stage of |
| wrong professionals are brought into the process. | | | | the sales cycle indicates your interest in their business, |
| Telemarketing - The role of the executive | | | | but respect for their time. |
| telemarketing professional is to identify qualified | | | | The information provided above is only a brief outline |
| prospects from a prospect list. Essentially they open | | | | of an effective telemarketing process and the pitfalls |
| the opportunity by asking pointed questions to uncover | | | | which can hamper success. The key thing to |
| issues, problems, challenges or opportunities. The goal | | | | remember is that the program is only as good as the |
| is to document as much information as possible so | | | | structure and professionals implementing it. Unlike many |
| when the conversation ends they can share the | | | | other lead generation tools executive telemarketing is |
| details with others in the firm. Although this sounds | | | | highly fluid and requires the appropriate set of skills |
| quite straightforward there are a number of areas | | | | across the process. |
| where issues arise which ultimately reduces the | | | | Looking at executive telemarketing in terms of the |
| effectiveness of the process. These include: | | | | larger marketing picture I don't believe a firm should |
| - Improperly Vetted List. Having a well researched list is | | | | solely rely on it as a means of generating leads. It |
| important to the process. It is quite embarrassing and | | | | needs to be part of a larger plan that incorporates |
| destroys credibility when you call into a company and | | | | both push and pull methods. Some prospects will |
| don't have a name or don't have the right name for | | | | respond better to executive telemarketing than direct |
| the prospect you want to speak with. Often times | | | | mail marketing. Others will not respond to the |
| what happens is the gatekeepers identify the call as a | | | | executive telemarketing but may come to you through |
| "cold call" and put it into a general voicemail box or | | | | your social media outlets because they prefer to |
| offer to take a message. When this happens the call is | | | | communicate using the Internet rather the phone. |
| lost because it is impossible to know if the message | | | | Appealing to the prospect through as many mediums |
| you are communicating will get through. So it pays to | | | | as possible makes the most sense for any company |
| research a list and even have the company website | | | | seeking to generate leads. |
| and regulatory filings available (when applicable). | | | | So Is It Still Effective? |
| - Skill of the Professional Calling. The person making | | | | Executive telemarketing is still an effective lead |
| the call is as important to the process as the sales | | | | generation tool. Remember the name of the game is |
| person or partner that delivers the proposal. If you | | | | balance. Use all the tools at your disposal to find the |
| have someone who is not comfortable on the phone, | | | | most effective one for you. Once you have identified it |
| who sounds monotone or appears to be reading from | | | | continue using that method until the results tell you |
| a script you will no doubt experience less than optimal | | | | otherwise. |