We hear a lot of people say, “Oh I’ve tried telesales, I’ve tried telemarketing, it doesn’t work” and when you dig deeper, sometimes you can see why. Making a few calls for a day to “trial” it as a method, well, it’s never going to set the world on fire. Who walked into a room at a networking event and signed a client up there and then? It takes time to get results. In addition, in today’s digital age, the world is a lot smaller and research suggests that buyers are actively engaged way before any cold caller can get to them. Quite simply, if you want something, there’s a keyboard at your fingertips to help you find it. What we need in today’s world is an attraction strategy, or good brand awareness, put another way. We need good, organic SEO (Search Engine Optimization to the uninitiated) so that our websites can be found when that buyer is looking. But we still need calls; ultimately, we need a plan that includes between 5 and 10 different ways of generating leads, all working nicely together.
- Referral strategy – employees or client
- SEO (blogs, newsletters, e-shots, links to and from other sites)
Now the secret (which isn’t really a great surprise)…..you need some activity in all of these areas, happening week in and week out. Focus on the activity and not the results. Let the activity carry on and keep testing and measuring of course, but give it time to grow and produce. And make sure that all the activities are working nicely together – If you go networking, connect with people on LinkedIn afterwards, write blogs on LinkedIn to show your connections you know what you’re talking about, make sure that you put your contact’s details into your CRM and that they get your monthly newsletter, then after a while follow up with a telephone call to see if you can help them. All of the activity is helping the other activity, adding muscle to it, if you like; leveraging it as far as you can makes the most of each area and helps the plant to grow.
Telesales and telemarketing work best when done in partnership with all your other marketing. People do buy from people, so with all the digital activity happening, you need to follow up with a call, but you need the digital to back it up, to show the world where you are. Or you can find and talk with people, then use the digital to back that up until the time is right for the buyer.
So, to summarise –
- Have a plan
- Have 5-10 routes to market
- Get them working together
Carry on, keep going, don’t stop.