| Telemarketers: You can't live with them, and | | | | are then harvested for more experienced |
| you can't kill them!Seriously, starting and | | | | people to re-contact.A smart call, typically, |
| running an effective telemarketing unit is | | | | is business-to-business, that would sell |
| costly, more time and effort consuming than | | | | consulting services via appointment. So, the |
| you ever imagined, and a grind, even when | | | | phone rep has to (1) Get through screening or |
| you're getting positive results.And when | | | | voice mail; (2) Determine and arouse needs in |
| you're failing, and it feels you're pouring | | | | the decision maker; and (3) Get that person |
| resources down a widening sinkhole, it is | | | | to agree to a meeting at a definite time; one |
| like a near-death experience, each and every | | | | that will not cancel.Smart calls take |
| shift.To put a stop to the madness, | | | | linguistic, thinking, and persuasive |
| management often thinks outsourcing is the | | | | capabilities, and most people who work for |
| answer, and on paper, it looks pretty good. | | | | these outsource firms just don't have these |
| First, these workers are never on your books, | | | | things going for them.One of my former |
| so you don't run afoul of a lot of labor laws | | | | trainees at Xerox, who has developed |
| if they're hired and fired in record time, | | | | outsource tele-units in the United States, |
| which happens frequently in this field.You | | | | India, and elsewhere, agrees with me. |
| don't have to put up with the cultural clash | | | | "They're fine for some basic calls, but they |
| that tele-people bring to an otherwise staid | | | | just can't do others," he says.So, take a |
| and starched environment. (See my article: | | | | hard look at what you need, and be realistic. |
| "Having Telemarketers Aboard Will Create | | | | Who do you really need to have working for |
| CULTURE SHOCK!")And usually, you're quoted an | | | | you, to get the job done, and done right?Dr. |
| all-in-one fee for their services, ranging | | | | Gary S. Goodman, President of |
| from about $25 per hour, and up, providing | | | | Customersatisfaction.com, is a popular |
| you sign a minimal pilot program contract. | | | | keynote speaker, management consultant, and |
| Compared to your own costs of hiring, | | | | seminar leader and the best-selling author of |
| training, supervising, compensating, and | | | | 12 books, including Reach Out & Sell |
| housing these folks, the dollars seem to | | | | Someone(R), You Can Sell Anything By |
| match up very well.So, what's the | | | | Telephone! and Monitoring, Measuring & |
| downside?That's easy: In my experience, most | | | | Managing Customer Service, and the audio |
| telemarketing outsource companies are barely | | | | program, "The Law of Large Numbers: How To |
| capable of making "dumb calls." And they're | | | | Make Success Inevitable," published by |
| almost all incompetent to make smart ones.A | | | | Nightingale-Conant. He is a frequent guest on |
| dumb call is one aimed at preliminary lead | | | | radio and television, worldwide. A Ph.D. from |
| development, in which the caller asks for | | | | USC's Annenberg School, a Loyola lawyer, and |
| some basic intelligence, such as "Who is the | | | | an MBA from the Peter F. Drucker School at |
| person who buys your office supplies?" or | | | | Claremont Graduate University, Gary offers |
| "What kind of sales software are you | | | | programs through UCLA Extension and numerous |
| currently using?"It could also be a call to | | | | universities, trade associations, and other |
| residences that asks: "Are you thinking of | | | | organizations in the United States and |
| selling your home, refinancing, or buying a | | | | abroad. He holds the rank of Shodan, 1st |
| new home in the next 6 months?"These calls | | | | Degree Black Belt in Kenpo Karate. |