Telemarketing, like all direct marketing disciplines, has a strong tradition of measurement.Posted by: David Regler @
The number of dials you make, number of DMC's (Decision Maker Contacts), number of appointments you book, it's all about the numbers.
But sometimes you need to look a little deeper at the numbers to see what's happening.
For example, many telemarketers will say something like, "I make 120 calls a day"; as if that's the only metric that matters. Because if you focus just on the number of dials, you're missing something really important - the actual conversations.
If you think about it, when you're getting through to the right people and having a quality dialogue with them, then that takes time. If you pitch, say, 15 prospects in a day, that's pretty good going. Add to that the fact that you'll probably need to do some fulfilment with each one (prepare and send an email, for example) then you can see that it's not all about the dials.
In the film Boiler Room, (which is for telemarketing what Glengarry Glenross is for sales) when the new recruit is being trained he's told "this entire business revolves around the phone. A good broker makes over three hundred calls a day."
Now, when you watch the film, you see these guys pitching prospects, wrangling with them and using every rebuttal available to reel 'em in - and they're still supposed to be making three hundred calls a day? I don't think so!
It's like the sales manager who told his new recruit to make ten appointments per day. When they meet up in the field after his first day the new recruit proudly tells his boss that he did it, he completed ten sales appointments in the day. "Great", the sales manager says, "How many did you close".
"Close?", says the new recruit, "I didn't have time to actually sell them anything!"
It's like all management tools, the activity itself shouldn't be the goal. In telemarketing it's about sales leads and appointments.
Measuring activity gives you an understanding of what's happening, but the focus should always be on results.