How much time do you need to set up a campaign?
When we work with enterprise clients they often have requirements including extended training, complex system integration, compliance frameworks, legacy platforms and highly involved business processes. For these engagements we’ll design and manage a complete on boarding process, using robust project management and tools, which are shared with all stakeholders.
All of the answers in this FAQ relate to engagements which are less involved, but whatever your needs are and whether you’ve outsourced voice work in the past or not, we’ll use our 30 years of experience of working with clients to make it easy for you.
There are four key elements required in launching a telemarketing programme – the telemarketing brief, data, marketing integration and the briefing session. To get these in place requires 7-10 days, depending on the size and complexity of the programme. We recommend this as a minimum because the set up underpins programme performance and we do not want to cut corners.
For event promotion, we recommend launching the campaign no later than six weeks from the event date.
What information do you need from us to launch a campaign?
We have a well-established launch process, supported by our bespoke and straightforward brief template, developed through years of experience. This document captures the key information we need to get your programme up and running, including:
- Short company and market overview
- Target audience
- Your solution and value proposition
- Pain points
- Features and benefits
- Industry specific jargon
- Desired outcomes from the calling, including objective criteria for a result
We will support you in completing the template and provide written guidance on how to get the most from the process, and ensure your campaign is set for success.
When do we train the callers?
Once the briefing template is complete, we schedule a two-hour session, during which you meet your calling team and train them on your brand and proposition. The completed brief should arrive at least 3 days in advance and provides the structure and content for the session.
We recommend a face-to-face meeting at our offices so that you meet the team in person and have an interactive discussion. Agents will have read the brief in advance and the main goal is to bring the brief to life with a clear, succinct message, so the session should last no more than two hours.
Where there are geographical or other constraints, it is possible to brief remotely also.
Visit our people/team page for more about coaching and training.
How will callers understand and communicate our proposition?
Our team is trained in the solution selling methodology using the ISM (Institute of Sales Management) framework and are skilled at uncovering pain points, using open questions and carefully matching relevant benefits to generate demand.
The briefing session gives the team insight into your company culture and brand values so they can strike the right style and tone for your business. Callers do not need to be product experts but, with an understanding of your unique selling points, they will use their skills to position the relevant benefits in relation to the interests and needs of each prospective customer on the live call. The brief will also cover typical objections faced, so callers are equipped to handle these or escalate to your team as required.
Regular coaching and feedback reinforce the briefing in the early stages and throughout the campaign. Shared call recordings and live listening allow clients to provide feedback and enable us to hone and perfect our approach and messaging from the outset.
Find out more about our people/team.
What data will you use?
We can either work with a database you provide, competitively source data on your behalf or work with a combination of the two.
If data quality is an issue, we can use our research services to build out, verify and profile old or incomplete data before telemarketing commences to build a focused and fresh list with opt-in email addresses.
For full details on the data sourcing process, click here.
How will you integrate calling with our other marketing activities?
It is vital to integrate our calls with other channel activity to deliver the best overall results and ROI.
During the briefing phase, we will discuss what other online or offline marketing activities are planned or underway, so our calling can work with and support that activity. This might mean targeting calls to high value prospects who have not responded to event invites via email, or calling prospects who have clicked or downloaded content within a marketing automation programme. It may simply mean briefing callers on social media campaigns running in parallel to calling, so we ensure our conversations are in tune with overall messaging.
Whatever channels you utilise, we will structure your programme to work efficiently with other activities and integrate our calls to deliver a consistent message and customer experience.