At Lingo, we are frequently asked by potential clients how many calls our telemarketers make in a day. They ask this as they genuinely believe that the more calls that are made, the better the results. Really? I mean, really?
Let’s think about this.
Imagine a shop that tries to get people in and out as quickly as possible. The conversation may go something like this:
Shop worker: How can I help you today?
You: Just looking at the moment thanks.
Shop worker: Bloody time waster, why don’t you just bugger off. Don’t you know I’ve got a target to speak to 120 people today?
Shop worker then pushes past you and repeats the cycle with next potential customer, and the next, and the next.
So here are some tips.
If you want to maximise the number of calls made in a telemarketing campaign, the following are useful tips:
- Don’t waste time getting background information on the organisation you’re calling, you haven’t got time to use it anyway – there are numbers to be dialled!
- If the person you want is not available, just hang up. Don’t waste time asking when they might be available, or verify that they actually are the right person, or who else may be useful to speak to you to progress things towards the client’s ultimate goal – an appointment, a sale or whatever.
- Don’t do anything that may help you win over the gatekeeper for next time you try.
- If you do get to speak to the decision maker and they say no, don’t ask if that is no for now or no for always. Also, never ask who they use now, when the contract will be reviewed and what they like or don’t like about what they have now. Such nonsense just stops you dialling.
- If you find out something useful, just forget it! Recording it slows down the call rate!
- If you really want to get your call rate up, try being rude and just hanging up once you realise that you are not going to meet an immediate goal today. Being polite wastes time!
- Never forget that it’s all about sharing call stats with colleagues at the end of the day and playing a rather pointless game of who dialled the most numbers.
Alternatively, you could try and measure decision maker calls, future leads generated (i.e. those that will result in appointments next month or in six months’ time) or any of the other things that prospects will tell you when you take the time to talk to them!
You may leads now to make this quarter’s target, but you also need for the next one, and the one after that and so on. A good time to start working towards that might be now?