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