Comprehensive planning is a prerequisite when it comes to crafting any sales initiative, with B2C telemarketing being no exception. The success of any campaign depends on the study and analysis of various factors, ranging from understanding the nature and sellability of the product to an in-depth analysis of consumer behavior. Planning a telemarketing campaign includes a number of vital elements, such as staff training, lead management protocols, procuring accurate cold calling lists
for your call center agents, and more. Therefore, to help you navigate your way through the maze, here’s a fine print of the route you need to take.
What is B2C Telemarketing?
Business to consumer, also called B2C telemarketing, involves calling consumers to sell products and services, to gain information, or to provide customer service via telephone.
Set Clear Objectives
Focus on both long and short-term business goals and be clear with your approach, when setting the objectives of your campaign. Your plan should be based on whether your final aim is product sales, database upgradation, lead nurturing, customer relationship building or strengthening relationship with existing clients. When you are clear about your exact business needs, the path to achieve them also becomes clear. Here’s a draft of the objectives of a B2C telemarketing campaign:
- Number of prospects met
- Number of leads generated
- Number of calls placed
- Market intelligence success ratio
Know Your Resources and Budget
Even the most brilliant plans on paper may fall apart if you don’t have the resources to implement them in real world. It is, therefore, necessary to identify your resources and analyze your budget before you move ahead with your plan. A thorough analysis of your budget and resources helps you to decide whether to execute your campaign internally or opt for outsourcing. In most cases, in house execution is more expensive due to accompanying invariable costs such as staff salaries and cost of software and cold calling lists.
Target Your List Right
The optimal way to target your list the right way is to procure the right target list. Of course, you need to focus on strategies that you have in place for better customer engagement and align them with your business objectives. Targeting the wrong customers, however, using the right strategies negates your efforts. Not only do you need to have accurate data for your callers, but it must also match the objectives of your campaign. If you are only looking for high-quality leads, then keep only warm prospects or ‘low hanging fruits’ in your list.
Weave Appropriate Communication Channels
A robust communication channel is the lifeline of your entire b2b telemarketing campaign. The reason, you need to communicate information to the various parties running and managing your b2b campaign while ensuring its integrity. This includes the method you use to report leads, without the daily and weekly reporting, to keep your campaign on track and ensure that the process requirements are fulfilled on time.
Lastly, Hire The Right Ones!
Just as accurate data is a prerequisite for a successful campaign, the presence of right people make all the difference to any campaign and are often the reason behind its success or failure. That said, hire experienced professionals with the required skill sets and the zeal to meet your predefined business objectives. After all, cold calling is not as easy as it sounds, and you need agents who are energetic, and enthusiastic and above all, talented.