Home   About   Services   Client Testimonials   Contact   Blog  
Wednesday, January 28, 2009

One of the things we're finding in the current economic climate is the need to recalibrate success metrics for telemarketing campaigns. Essentially, we need to re-think the number and type of meetings that can be delivered for a given number of days effort.

Some of this is sector specific and some of it holds true across all sectors.

Generally, if you'd asked any seasoned telemarketer at the beginning of 2008 how many meetings they could book in a day it would roughly equate to 1 per day.

A "deal a day" has been the unofficial benchmark for B2B telemarketing.

And, for clarification, I'm talking about senior level, well qualified meetings, not just a 15-minute coffee that's been squeezed out of a prospect and has a 100% chance of being bounced.

So, what's changed since early 2008?

Actually, you know what's changed; we've entered one of the most severe recessions experienced for decades.

What this means from a telemarketing perspective is that it's become harder to get meetings but, ironically, the meetings are much better quality.

Think about it. When times are good, budgets are plump, people are generally more open to looking at new ideas and exploring new relationships. Bringing in a new agency, consultancy or vendor to pitch their credentials is the norm.

However, when budgets have been cut off at the knees and you're wondering whether you've still got a job (or a business) in the next 3 months, you're going to restrict your time to things that have both a short-term impact or are critically aligned with the business agenda.

This means two things:

Firstly, it's essential that your pitch hits those hot buttons. OK, the time-line may vary depending how strategic your proposition is, but unless it cuts directly to what's on the business agenda right now, it's going to fall on deaf ears.

Secondly, if they are interested, you can bet it's hot one.

People just won't meet you to shoot the breeze at the moment. If they've agreed to see you it's because they need your help.

We're finding that businesses which hit those hot buttons and can deliver a rapid return-on-investment without large capital investment are still getting traction.

Sure, the "one deal a day" rule could now be more like one deal every two or even three days, but if the trade-off is high conversions, shorter-lead times, etc then telemarketing can still be one of the best direct marketing mediums for high-end B2B lead generation.

Labels: , , ,

Posted by: David Regler @ 8:48 am |   | Links to this post  

Bookmark and Share

  1. Feedback At 10:53 pm ~ Blogger David Juris, Generation Sales Group said...

    You are spot on with this post. There is an opportunity, during this period of our economy, to achieve highly qualified new business opportunities through telephone prospect.

    Please visit our Cold Calling & Appointment Setting Tips Blog at www.GenerationSalesGroup.com/blog.

    Best regards,

    David Juris
    Generation Sales Group
  2. Feedback At 9:31 pm ~ Blogger Daniel said...

    Interesting post, particularly your comment that "People just won't meet you to shoot the breeze at the moment. If they've agreed to see you it's because they need your help". This is definately my experience.

    I would say that in my business of IT support, where we are selling a service people probably already have, I find that compared with last year potential clients are more willing to look around at alternative providers and more open to discussing change, particularly if incumbent suppliers are providing "average or worse" service that twelve months ago may have been tolerated.

    I am finding decisions are taking longer to reach though. Despite this telemarketing is working for us and definately part of our long term strategy.

    Daniel Mitchell

Post a Comment

Links to this post:

Create a Link

<< Home

Stop reading & start listening!

Outsourcing Telemarketing vs In-house

How many dials did you make?

Hiring a telemarketing agency? 10 questions you sh...

Lead generation from the trade press

B2B Telemarketing: Is it an art or a science?

New business in a recession - it's not an option!

Web 2.0 Business Success Stories

Should you be worried about breaking eggs?

"Conquest Business" - what a great phrase for new ...

November 2005
December 2005
January 2006
February 2006
March 2006
April 2006
May 2006
June 2006
July 2006
August 2006
September 2006
October 2006
November 2006
December 2006
January 2007
February 2007
March 2007
April 2007
June 2007
July 2007
August 2007
September 2007
November 2007
December 2007
January 2008
February 2008
March 2008
April 2008
May 2008
June 2008
July 2008
September 2008
October 2008
November 2008
December 2008
January 2009
February 2009
March 2009
April 2009
May 2009
June 2009
July 2009
September 2009
October 2009
November 2009
December 2009
January 2010
March 2010
September 2010
October 2010
November 2010
December 2010
January 2011
February 2011
March 2011
May 2011
July 2011
September 2011
October 2011
November 2011
December 2011
January 2012
February 2012

Powered by Blogger

All content © Maine Associates Ltd 2010 All rights reserved. Read our privacy policy