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STRATEGIES
TO OPTIMIZE YOUR TELEMARKETING
RESULTS
While telemarketing may provide an immediate boost in revenues for your agency, the real fruit of the telemarketing effort will be achieved over a period of time. As your ex-date database develops, you will see more and more revenue generated from your telemarketing efforts.
Before beginning a telemarketing campaign, it is imperative that you adequately identify your target markets. You will need to identify what companies you want to pursue (by SIC codes, geographical region, and company size) and decide whether or not your agency is competitive in that market (Is your price competitive? Do you have experience in serving that market?). Be sure to keep in mind your premium goal. It may not be cost effective to spend your time pursuing smaller accounts.
Whether you have an in-house telemarketer or outsource your telemarketing, telemarketing is an investment. In order to get the most out of your investment, you need to procure an up to date and accurate list so that the telemarketer's time is not wasted calling companies that are no longer in business or correcting the information on the list (i.e. finding the correct address, phone number, and contact for a company).
Follow
up with your agency's producers to ensure that they are going out on
scheduled appointments, to obtain their feedback on the telemarketing and
quality of appointments, etc. As
necessary, forward the feedback from the producer to the telemarketer so
that any needed changes may be made in the telemarketing script. Follow
up with your prospects to ensure that your agency's name stays in front of
them all year long. We suggest using the following correspondence along
with your telemarketing campaign to optimize the campaign results:
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