Chapter 7 - How do you know that your telemarketing services are not working and you should stop?
This is not an easy question.
There is no formula or a rule of thumb to follow. When attempting to answer this complicated question, here are a few points to consider:
Chemistry with your telemarketer – no matter if your results are above or below expectation, if the chemistry fails, so will the long-term relationships. Lacking chemistry can be witnessed through breaking or uncomfortable communication or plain gut intuition. Building a relationship with your telemarketer will be paramount to the effectiveness of the campaign.
Time to stop: Immediately, 1 week, 1 day or 1 hour into the campaign.
Proven campaign or a beta – If you have a proven campaign, you know exactly what to expect from your agent. As long as your results do not represent an anomaly caused by unusual variable of the telemarketing formula, and you are confident your benchmark is real and all conditions are being replicated via identical variables of the formula. Beta campaigns are more complicated, none of your variables are established and the "tweaking" possibilities are endless. You may not be able to determine from the start whether the campaign is not working or the agent is a bad fit. Our advice: continuous and intense communication with your agent until you get into a groove – begin to see sustainable returns offering acceptable ROI (Return-On-Investment).
Time to stop: proven campaign - 1 week, beta campaign - 2 weeks or more.
Accurate assessment of success – Your working chemistry with your agent may be perfect, but how do you know if the campaign is working? How do you know you are on the right track? What is acceptable result? High velocity campaigns are much easier - you can see appointments begin to flow almost as soon as you open the “faucet”. But what about a campaign with a mission to schedule an appointment with a bank CEO or a Director of IT for a Fortune 500? It might take weeks to schedule an appointment, and such campaign will need to break down results/success into stages. How many calls made, how many info requests made? How many follow up calls scheduled?
Get involved. In our industry, we have an encountered the following reoccurring chain of events:
1. Client is not seeing results
2. Client gets upset and wants to stop
3. Client speaks to the agent to get feedback for the first time since campaign begins (sometimes weeks)
4. Client find feedback invaluable, adjusts the campaign immediately and begin to see results
Get involved! Most likely, this campaign is the life blood of your business, you can make a difference between success and failure.
***back to "The Art of Appointment Setting"
We hope you find the following articles helpful for your campaign: