Wednesday, September 19, 2012

Telemarketing Firms Still Require Some Details From You

Yes, many telemarketing firms take pride in being able to gather information with as little spoon-feeding as possible. It's why, despite their decline in consumer marketing, they're still a primary source of B2B leads for many industries.

That doesn't mean they're not without limitations. Furthermore, you shouldn't blame them when they've already hit those limits. Now as to what those telemarketing limits may be, below is just one short list:
  • Industry – Wait a minute, shouldn't experienced telemarketing services have vast amounts of industry expertise? Yes it they should but no matter how efficient they are in targeting various industries, they won't always know which ones your salespeople and your business would want specifically. It doesn't matter if you yourself cater to a wide range of industries either. There are still other factors to consider. For example, what if you've decided to refrain from marketing one particular industry but not inform your telemarketers? The result is your salespeople coming to you with complaints as well as another set of complaints from people in that industry. This doesn't even mention the possibility of counter-complaints you'll get from the company you outsourced. 
  • Bad sales processes – Obviously if your salespeople aren't doing their part, you can't expect a right to complain. Your telemarketers evaluated the interest of your prospects, generated more of it, and even set a time and date for your salespeople to meet. What more can you ask for? Sure, some larger telemarketing services will offer to do sales as well but have you specified that? Was that in the deal you both agreed upon? More importantly, do your salespeople also want to outsource their own jobs? Do they have other things they'd rather do for your business? 
  • Not doing it your way – Granted, a telemarketer should be flexible enough to change strategies and adapt new marketing tools in order to improve. However, wouldn't it be better to set down some guidelines first before filing complaints through every step of the process? If you already had a particular strategy in mind, why didn't you share it in the first place? That's the difference between adapting to change and forcing them to adapt in ways that you had the responsibility to specify before the campaign started. In the end, you may have had a good deal of success but think about the time you could've also saved had you at least collaborated more closely with your provider before beginning. 
Like anything you do in business, you should always have a plan. You need a plan when you want to attract and qualify sales leads. You still need a plan when you want to outsource that process to a provider (be it a telemarketer or even any type of B2B marketing).

On the other hand, rest assured that this always goes both ways. That's how close collaboration ideally works. From the perspective of any good telemarketer, you have a right to expect a high level of compliance. You can assert your demands to a considerable degree. Simply put, they shouldn't wince at the standards you've set up for them and their entire industry as a whole.

Just don't leave them hanging when they need only a few details before starting.

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