Telemarketing Case Study – Research or Return on Investment?


In any telemarketing campaign there is an element of ‘research’.  This is especially true when I conduct a ‘pilot’ or ‘test campaign’.  The two following case studies demonstrate different views on research and how this was used to examine the conclusions.

Client 1 – Telemarketing Research as a feedback-loop to improve performance

I was approached by a company of Online Marketing Experts.  Although a relatively new company, their background was in working for a major player in this market as employees.  As any good Managing Director would do – they telephoned all previous clients immediately – to win new accounts.  They had built a very solid reputation and rapidly won many Blue Chip contracts based on personal contacts.

After 18 months of rapid growth, the team expanded to fulfil all the new wins.  Then suddenly, the pipeline began to dry up.  With all known contacts exhausted, the company was facing a dilemma.  Rapid growth meant scaling up a large in-house team, but where could they find new business?

Email marketing to high level decision makers is becoming increasingly hard.  Likewise, the market for improving web performance is now saturated with literally thousands of so-called experts and Pay-per-click marketing can be horrendously expensive in this sector.

These chaps ARE TRULY BRILLIANT – but how can one convey this message to a potential audience that is struggling to find the true gurus amongst many a company of charlatans?

After an intense set of trials on different routes to market, the MD realised that Consultative Telemarketing was the answer to Lead Generation.  Yet after countless interviews, the MD could not find the right person in the whole of London to help him.  Agency after agency was interviewed, but again they could not find anyone of a high enough calibre to win at telemarketing.  Finally, the MD scoured the internet and read my blogs and my website.  Highly impressed by my rhetoric – he decided to make contact.

Perhaps it was the fact that most of the discussions took place out of hours or on a Sunday afternoon that swayed the MD.  Perhaps it was my thoroughness and attention to detail that won him over?  Whatever the reason, I was told that my approach to consultative telemarketing was light years ahead of every individual and company they had spoken to in the UK.

The company directors had deployed one of the best teams in the UK on sales analysis, to write a script and to target the right people; but something wasn’t working.  I’m pleased to say that the directors embraced my somewhat ‘unique’ approach immediately and we began a ‘test pilot’ telemarketing campaign.

Whilst the internal team were still struggling to gain interest, I raced ahead with making appointments of high value.  It was a pleasure helping these chaps.  Although they had grasped the theory of Telemarketing Lead Generation, their delivery was letting them down.  Whilst their junior managers struggled to comprehend my approach, the directors instructed their team to just follow my lead.

Within a couple of weeks, the appointments were streaming in as my research was fed back and taken on board rapidly.  At each turn, I warned the directors to spend less time analysing my approach and more time using my conclusions.  My lead generation advice was followed and the Directors quickly booked triple the pilot-test time, to make sure I would be around to help them with the next steps.

I’m pleased to say that this project is going from strength to strength and this is a prime example of “if you hire an expert – let them help you in the best way they see fit – and you will reap the rewards very quickly”.  A rapid feedback loop in consultative telemarketing, if understood and acted upon, is the fastest way to make a complex sales to an intelligent buyer.

Client 2 – Telemarketing Research to explore the marketing options

The two clients in this scenario are like ‘chalk-and-cheese’.  Client No.2 was running a successful company for many years.  The company had grown organically and whilst their marketing collateral was good, they weren’t really sure why they were doing so well.

The MD really wanted to bring on 2-5 big new customers for 2011.  Yet he really wasn’t sure about this and was hopping between all sorts of ideas.

Was there really more business for the MD locally?  Would his new technology make a change in buying behaviour?  There were so many questions that the MD really did not have answers to.

The upshot was a multiple-thread pilot-campaign aimed at different industries, different offerings and different geographical markets.

For a relatively small financial input the MD got what he needed.  He walked away with a number of databases, and more importantly he walked away from the telemarketing pilot with a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) that helped him to understand the market.

I’m looking forward to working with this chap again.  Armed with the knowledge of the market place, the MD is now deciding upon the best way to make money and the fastest route to market.

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