Outbound Telemarketing – Using Analytics to Improve Sales and Marketing Campaigns

Application of scientific methods to any operation can help make it systematic and measurable, bringing in an element of control to the process. Telemarketing campaigns can also be put to experimentation to see if the measures are working out fine and yielding good results. Based on the outcome, proper steps can be taken to improve the process and make it more effective.

A scientific experiment consists in framing a hypothesis in form of an informed and educated guesswork. This hypothesis can then be put to test by adjusting variables and measuring results against a control. The guesswork can then be systematically streamlined and replaced by better and proven methods of campaigning.        

Here are a few tips on how to go about improving a telemarketing campaign using the experimental method:

Refer to previous campaigns to set standards. Campaigns undertaken in the past by the same company or even a different one can be used as guides to set standards for subsequent operations. In doing so, both the methodology used and the results obtained can be studied to establish a benchmark and prepare a framework for running the campaign. This is how knowledge in the form of past experience can be used to add value to the campaign.

Experiment with different scripts and compare results. The guiding script ideas for a telemarketing call can be tweaked and tried with different approaches. By varying the areas of emphasis, level of aggression in closing a deal, degree of persuasion etc. and the optimum measures of the aspects can be reached. Comparing the results of the various approaches can prove to be immensely helpful.

Track the performance of telemarketing callers. The telemarketing caller is the single most important variable that determines the success or failure of any given campaign. Analyzing the results of each of the callers will not only help single out the best callers to bank on them but also to get rid of the poorest callers who are liabilities rather than assets to the company.

Figure out the time of the day when calls are most effective. Depending on the characteristics of the product and the prospective customers for the same there has to be some time of the day when the telemarketing calls happen to be most result bearing. This can be figured out by simply varying the time slots to make the calls and then comparing the results to see which time is most suitable.

Reach out to the right audience. Connecting to the right target audience is by far the most important decision to be made in telemarketing calls. This can be fine-tuned only by examining the response rates of various sections of the audience. The caller list can be broadened if the number of positive responses is high till the rates start to diminish substantially. By maintaining a proper record of calls to various segments, the most responsive groups can be singled out and focused.  

Tweak price levels to evoke positive response. The success of a call depends to a large extent on the pricing model of a given product or service. On the other hand, it can also prove to be the greatest hindrance in evoking a positive response from clients even if the initial response to the call has been good enough. If competitive pricing is making a huge difference in the volumes of sales, it is worth taking the risk. Higher volumes can make up for the concessions offered.

Identify whether problems relate to the product or the process. Negative results can broadly be traced back to either the product or the process. One can try different methodologies to the same product or same approach to different products to be able to find out where the problem lies. Professional telemarketing companies with huge capacities can run multiple campaigns to draw appropriate feedback and put things in order.

The method of scientific experimentation had transformed the very thought process of human beings through its systematic approach. These tried-and-tested techniques can also be fruitfully used to revolutionize telemarketing campaigns and enhance sales.

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