WHY TELEMARKETING SOLUTIONS WORK SO WELL

Forms of marketing creative that are trying to close a sale almost always use a linear message. In hopes of winning as many orders as possible, the creator of the messaging makes best guesses at what buyers need to see and WHEN they need to see it. They are basically best-guessing at when the prospect will hatch a sales objection and trying to cover it before they bail on the entire pitch.

Consider a simple example in a retail scenario: a prospective buyer walks into a jewelry store looks through some of the cases and stops, focusing their attention on emerald rings. A salesperson-free (marketing-only) retailer could only show the prospect a marketing promotion pitching whatever their creative team pre-determined might sell well this month. Such a promotion MIGHT happen to include some emerald rings... or it might not; it all depends on marketing team guesses at what to push in a current promotion.

Odds are high that they would completely miss addressing this prospect's specific interest- the emerald ring that has them captivated. Why? Because this VERY COMMON scenario is one in which the marketers are trying to press the market to buy what THEY want to sell instead of dynamically adapting to buyer interest and customizing the pitch to each INDIVIDUAL customer. The prospect giving great focus to an emerald ring probably doesn't want redirection towards watches or class rings or gold chains. But a linear message can't adapt. It is locked in on pushing a predetermined mix of items, completely disconnected from this immediate revenue opportunity browsing emerald rings right now.

On the other hand, a good, LIVE salesperson in that store can SEE individual shopper interest and DYNAMICALLY ADAPT THEIR PITCH based upon interactions with buyers. The salesperson would notice this prospect's interest in emerald rings and focus their sales effort on selling exactly what this customer wants... not attempting a redirect play and potentially watching this hot revenue opportunity walk right out the door. He or she is almost certainly just as capable at pitching everything else offered in the marketing promotion. But the salesperson can do something the linear, preplanned marketing message can't...

Cater your pitch to the specific opportunity

When the NEXT prospect walks into the store, they may demonstrate focused interest on a strand of pearls, tennis bracelets or a Rolex watch. Again, if those happen to be in the current promotion, great. But what if they are not? The marketing-only retailer has virtually no chance of being very relevant to such specific and varied wants of each prospect. But that professional salesperson fluidly switches from emerald ring expert to an expert on pearls, tennis bracelets, Rolex watches and so on.

The point is that the best salespeople rarely rely on a canned, linear pitch with EVERY customer because EVERY BUYER IS UNIQUE. The world's greatest copywriters can't compete with that dynamic. Depending on a marketing-only model- especially a rigid "push this/these" approach- limits your maximum revenue & profit potential for the very same reason. Similarly...

• Marketing can't cover buyer objections in real-time. If the prospect hatches an objection to your pitch, a linear message can't magically pick up on it and immediately address it. Why? Marketing messages lack ears... and human intuition to sense something to address.
  
  Would-be buyers can be lost BEFORE they even get into the meatiest part of the pitch. That's LOST REVENUE every time!
  
  Live salespeople have the full arsenal of human senses and intuition. They WILL DETECT the objection in stride, clarify it as a real objection, dynamically overcome it and continue the process. This agility/adaptability furthers progress towards the close. The other way loses them before you even had a chance to really show them what you had to offer.
• Buyers almost always have at least some questions about a product or service before they buy it. A marketing-only sales model may not even have a good way to address such questions- especially unique questions- in a timely manner. We've worked with many companies that direct prospect questions to email, website forms or have calls going into service (or even non-service) people who are often not well-trained in converting such inquiries into dollars.
  
  A sales-supported model revels in buyer questions because this fundamental buyer-seller interaction helps accelerate the process toward the close. Unlike marketing promotions, salespeople have EARS and can HEAR questions being asked and immediately adapt the conversation. Plus, good salespeople won't let a hot opportunity wait hours, days or weeks until someone responds to an email; salespeople are always hungry to close business NOW!. Giving customers what they want- answers to their individual questions- WHILE the prospect is interested in your product or service can get this deal done TODAY.

Do you let hot prospects go cold before you answer their questions? If so, WHY?

• New agility: Putting additional human beings right at the point of sale adds a second huge benefit: valuable & timely input direct from those front lines. If a frequent objection that is not easily overcome is shared with you, you have the ability to change/fix/correct it.
  
  For example, if you make cars and your market is starting to want cars in colors other than black, linear marketing models alone won't be able to pick up on that. But human salespeople facing that common obstacle can (early) alert you to evolving market wants... so you can paint your cars in more desirable colors. Front-line ears make your product development & management much more agile. As sales obstacles are removed, sales revenue rises! Do you have good ears at your front lines? Or are you trying to press buyers to want it only as you wish to serve it up?
• Etc. The complete list is considerably longer, but we hope this excerpt illustrates some key dimensions dedicated salespeople add over marketing alone.

For these reasons and many others, the 3X-6X increases are realized at many companies across many industries once they embrace the full power of telemarketing. There's nothing comparable to the dynamic, one-to-one nature only available in live human-to-human sales efforts. Anything short of that is almost certainly leaving money- probably LOTS of money- on the table. Let us help you harvest that extra revenue.

STARTING SMALL & SCALING UP: YOU CAN TEST TELESALES WITHIN YOUR OWN BUSINESS

Testing telesales need not be expensive nor time consuming. It is a classic solution capable of scaling up quickly once it proves itself on a micro-level. There's lots of ways to make it happen. For example, we're good at evolving customer service teams into highly productive sales teams. Would you like to convert a cost center into a profit center? We've turned "I don't know how to sell" service people into million-dollar producers many times before.

We've also developed and installed telesales units from scratch and worked with established telemarketing teams to help them become much more productive. One of the key focus metrics is revenue-per-salesperson and we have deep expertise at rapidly growing that metric, using an abundance of well-proven solutions.

A quality outsourced vendor can be another good way to go... for testing purposes OR as a long-term new revenue driver. We work with a number of capable call center companies. The good ones can create an effective illusion that they are a wholly dedicated department within your company, answering calls with your company name, calling on behalf of your company, providing "WOW!" service that will impress your customers and so on. They are so adept at this that it can be a seamless experience for your customers, leaving them unable to determine if they are talking to an employee of your company or a contracted agent.

Our outsourced vendors facilitate a way to test into the positive impacts of a telesales team without the bigger commitments to building out your own unit: infrastructure, staffing, space, technology, benefits, etc. We can recommend the RIGHT vendor, oversee fluid integration, measure the results and then you can decide if you want to continue with them or develop an in-house call center. At that point, you have the hard proof of a first-hand test(s) to justify either choice.

BI offers end-to-end, turnkey solutions ready to help you with each and every aspect of doing this right. Just some of the tasks to be done well include:

• recommending the best solution for you,
• negotiating the best deal,
• training the team for the task,
• equipping them with various tools to maximize their productive upside,
• coordination between marketing & sales to maximize the collaboration,
• metrics development to track results,
• coverage of various legal aspects,
• incentive reward program to motivate super-performance,
• management of the program,
• service responsibility,
• etc.

Yes, like any new strategic thrust, there's a LOT involved in doing it all right. But doing it right is how you get the 3X-6X revenue gains. Let us help you bite into that very tangible revenue spike!

Contact BI for a FREE CONSULTATION. This low-cost, ultra-lucrative solution is

1. well proven over many decades,
2. easy to test small then scale up quickly and
3. capable of delivering revenue growth well beyond your best expectations... especially if you are trying to maximize revenue without much/any professional telesales support right now.

You will be surprised how much of an improvement the power of one-to-one human selling can deliver. We would love to prove it to you first hand.