| Copyright (c) 2008 Grindstone Inc. | | | | the decision maker? What is the sales |
| The need for a warm and fuzzy guarantee | | | | cycle for a large or medium business |
| for everything you purchase has become | | | | versus a small business? Are we calling |
| common place in many of today's product | | | | in the South or Northeast? What |
| and service markets. This is all fine | | | | verticals truly need this new product or |
| and dandy if you are buying a car, | | | | service? Is there a different value |
| blender, television or any other | | | | proposition and approach for a CFO |
| physical product. When did businesses | | | | compared to a Director of IT in the |
| and consumers start thinking that | | | | software industry? What will their |
| everything you purchase automatically | | | | objections be? Is the price point |
| comes with a guarantee? In the | | | | reasonable? Did I procure the right |
| outsourced sales and telemarketing | | | | database? You now see the point. |
| arena, service providers are approached | | | | What we really need is one of those |
| with this mentality far too often. Let | | | | crystal balls to see exactly what will |
| us take a moment and clarify why | | | | happen. Telemarketing companies could |
| intangible services such as marketing | | | | just pretend to have no shame in telling |
| (Lead Generation, Appointment Setting, | | | | people whatever they wanted to hear to |
| and Tele-Sales) simply cannot have a | | | | bring in new business and close more |
| guarantee on the "outside of the box". | | | | sales for more profit. Wait a minute, |
| When anyone purchases an automobile for | | | | many do just that! These are the same |
| example, the recipients are typically | | | | companies that turn and burn their |
| awarded a power train warranty or some | | | | clients for a quick buck with no focus |
| other form of guarantee that the vehicle | | | | on long term partnerships. They are |
| will do well by the consumer. Why is | | | | telling people what they want to hear. |
| that? The reason is because it has been | | | | Fortunately there are some, not many, |
| tested, crashed, driven, altered, | | | | but some that are very professional with |
| revised, scrutinized and evaluated from | | | | integrity focused on keeping you as a |
| every angle. It may have even taken | | | | client for the long run. These are |
| several years to accomplish that task. | | | | professionals who know that honesty is |
| Telemarketing is similar in many | | | | best for client longevity and trust. |
| aspects. You have to formulate an idea, | | | | When a company can accurately level set |
| embrace processes, follow proven | | | | a prospective client, it can formulate |
| methodologies, add a little vision, test | | | | reasonable expectations. The fact is |
| some approaches, fine tune the messaging | | | | that any type of marketing comes with |
| and evaluate the results to find out | | | | risk. If there were guarantees on |
| what is working and what is not. Do you | | | | results in marketing, then all |
| think the automobile industry would even | | | | businesses would be successful and |
| put a vehicle on the car lot and slap a | | | | prosperous. No one knows the outcome for |
| guarantee on it without the | | | | certain. If a company can guarantee you |
| aforementioned testing? Of course not! | | | | a sales appointment for ever hour of the |
| What makes you think your outsourced | | | | calling effort and does not deliver, not |
| telemarketing partner should have the | | | | only will they lose you as a client but |
| ability to know the results before | | | | they will have damaged the reputation of |
| testing your products and services | | | | their company. It is disheartening to |
| appropriately? Why do so many people | | | | see how many people place more value on |
| think they can predict how the person on | | | | an arbitrary number or "guaranteed" |
| the other line will react before | | | | result over conducting an actual test to |
| actually testing it? Even if similar | | | | determine and learn "the things we |
| telemarketing has been done for | | | | magically should have already known." |
| companies comparable to yours there are | | | | Every healthy, strong and long lasting |
| still so many variables and unknowns | | | | business relationship requires honesty |
| that need to be tested for your specific | | | | and trust. Do not fall for any marketing |
| program. What size businesses are most | | | | company that makes Guarantees. |
| receptive to our sales message? Who is | | | | |