Telemarketing - Build the Infrastructure First!

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Why is the Telemarketing Infrastructure So Important?

I have written a few blogs on the topic of the lead qualification process, however, I continue to find prospects without a clue as to the meaning of a lead qualification process or how to start begin the process.

Here are a few “Best Practice” tips that I share with all of our clients.  Numbers matter and to ensure that your company’s telemarketing is a success, the infrastructure needs to be in place to track the call activity and the progress of each lead.  Without this information, you won’t have the data to track the success of the Telemarketing team.  A successful Telemarketing organization is focused on generating qualified leads that build the sales funnel.  Without a pre-defined process, your team may not be successful.

Best Practices

Start by Mapping Your Lead Process into your CRM Your lead qualification process includes the questions that will help sales to move the sales process forward.  Most companies understand the basic qualifiers, such as:

  • Need– Prospect has a need for your solution or service
  • Authority– You uncover the person or people who can make a purchase decision
  • Budget– Prospect has assigned a budget for the solution or can set aside funds for
    the right solution or service
  • Timeframe– The prospect can make a purchase decision within a reasonable timeframe, for example, in under 6 months

These are generic qualifiers and from my perspective don’t really add value to the quality of the lead.  A lead that is highly qualified will have additional qualifiers that support your business.  These are the questions that provide intelligence that helps marketing build better campaigns and give sales a great overview of the prospect so that they are better prepared for their first prospect call.

Build a list of qualifying questions that are specific to your business and map these intoyour CRM.  Ensure that your Telemarketing team understands the value of this information and make sure that they ask these important questions.

Implement a Lead Approval Workflow

All leads aren’t created equal.  Some leads will need further development or may need to go into a nurture program.  Therefore, it is important to have a process where every lead can be reviewed and assessed before they become sales opportunities.

Build a lead approval workflow that enables your Telemarketing Manager to review the leads and pass on to Sales for final approval.   In addition, the approval process should give Sales an opportunity to validate the lead and approve or reject the lead, before it moves to the sales funnel.

Create a field that captures the “rejection” reasons, so that your Telemarketing team can understand why their leads are being rejected.  You can use this information to train your team and help them to improve their qualification skills.

Create Dashboards to Manage by the Metrics

Build dashboards to monitor the Key Performance Indicators  or Metrics that are important to your business.  These dashboards should include call activity and other sales related activity levels, campaign results and pipeline growth.  Dashboards will enable you to keep a pulse on your business.

Build the Infrastructure

Implementing these basic “best practices” will save your company a lot of grief.  You will capture intelligence that can help your marketing department improve its campaigns.  Sales will love your Telemarketers, because they will receive excellent leads from the team.  The review and approval process will ensure the quality of each lead passed to sales.