Outsourced lead generation services companies are breeding grounds for a pool of professional telemarketers who specialize in engaging into several various industries and collect information for the companies they represent. Most of the time, telemarketers only know the general aspects of the business/industry they will be calling about, so they have to be well-trained in familiarizing by heart the details and particulars of the campaign.
Depending on how the designated team leader would assess the scope and complexity of the task, telemarketers may be allotted several days or weeks to prepare. Understandably, the degree of preparation among each of the telemarketers in the team would be the barometer in the success of the campaign. The last thing they would want to do is to go out there and engage in conversations wherein the words would sound ancient Greek to them.
There are basic questions that can be used as guidelines on what are essential in understanding and learning the campaign:
What?Obviously, one has to know what the campaign is all about.
- What is the company being represented? This question should not only focus on the name of the company, but also on whatever comes along with that name. Some telemarketers don’t realize how big the name of the company they represent is and therefore don’t carry with them the reputation it upholds.
- What is the product or service? The product or service is the very meat of the campaign – every conversation that will take place revolves around it in due course. Failing to learn sufficient information about it may affect the flow of the conversation and exchange of ideas, thus lowering the chances of a fruitful call.
Who? The “whos” pertain to 2 things:
- Who are the target industries? Although the list may provide the necessary details about which companies to call, one should still take time to understand the “industry” that is being targeted. For instance, the campaign may indicate that the targets are IT products and services companies, but the telemarketer may bump into a company who does exactly the same campaign as he/she is doing. It happens more frequently than people think, and that is why one should not rely on the list.
- Who are the decision-makers? One way or another, it is a must to determine who the “big guys” are. This task may be easier when calling small enterprises (where typically only the Owner or the General Manager can make decisions), but when dealing with large corporations, decision-makers could scatter all over their organizational charts and they are usually harder to reach.
How? The “hows” cover elusive aspects of the campaign:
- How do we approach the targets? This basically pertains to the plan of attack that is to be used to generate leads. The answer usually comes from either the employer-company or the Team Lead. Campaigns are done either through straightforward surveys, invitational events or online webinars. The type of approach would also include the planning for (or in other cases, the lack of) a specific recommended scripting or conversational style.
- How is the campaign’s success measured? Now this is about the output – the employer-company may demand for specific numbers, i.e., 100 leads in one month, or filling-up a 250-people capacity venue through event invitations in a span of 3 months. Other clients don’t focus on numbers but on the quality of leads submitted to them. As a telemarketer, it is important to know these details as a guide to whether a campaign is focused on quality or quantity.