Consultative selling techniques gain interest and establish need for Data Discoveries' online cleansing software

Data Discoveries help companies identify, track and communicate with customers. They do this through a range of data management software and services to ensure the information companies hold about customers or prospects is accurate and up to date.

Project background

The Telemarketing Company were selected by Data Discoveries to gain new business opportunities within the charity and retail sectors establishing a need for their online data cleansing software, View.  View processes consumer data files against a central database to improve data quality.  View cleans and validates existing data files and then adds additional information, so companies understand more about their customers.  Registration is free and includes unlimited data quality audits.

Project execution and results

Two hundred and ten hours of calling were planned over a nine week period in order to make contact with Marketing Managers, Database Managers, Finance Managers, Operations Managers and Distribution Managers of prospective clients in order to discuss how View could help improve their contact database and the success of future mailing campaigns.

The telemarketers approach incorporated a variety of questioning techniques in order to ascertain and establish a prospect’s business pain points around failed marketing campaigns. The Telemarketing Company focused on extracting information about returns, low response, duplication and existing cleansing procedures in order to create open, consultative conversations. The relevant features and benefits of View were then discussed in order to gain interest and counteract their business pain points. To ensure The Telemarketing Company portrayed Data Discoveries and View in the correct manner, call recordings were sent to Data Discoveries, with regular feedback sessions taking place between both companies to fine tune the approach.

The Telemarketing Company integrated email collateral into the campaign. The collateral was sent to qualified decision makers after initial conversation in order to provide prospects with further information and to build a pipeline of warm leads to re-contact, nurturing new business opportunities to the point where they were fully qualified and “sales ready”.

The campaign was extended by two weeks by the client and overall results were one lead every five hours of calling, which exceeded the initial expectation set by Data Discoveries.

"We are pleased with the results achieved by Nick and the team at The Telemarketing Company.  The briefing process, recordings of the calls and regular discussions certainly helped make the campaign a success.  We are working on converting the leads achieved by The Telemarketing Company and in addition the insight gathered has been invaluable.  We would certainly use The Telemarketing Company again and recommend them."

Marketing Manager, Data Discoveries