Developing a telemarketing campaign

Used correctly, telemarketing tactics can significantly boost the performance of most businesses. This guide gives you some hints on how you can develop suitable telemarketing scripts, how to monitor the success of your telemarketing campaign, and the kind of equipment that you will find useful.

Telemarketing has many uses in business. Some of these have been outlined in the related Solution Guides that you can request from your Business Banking Manager:

• How to build strong relationships on the telephone.
• A basic guide to telemarketing.
• Build sales through successful telemarketing.

This guide discusses the ‘nuts and bolts’ of developing your telemarketing campaign.

1. Developing a script

A telemarketing campaign can fail if it’s not backed up by the right scripts and the right equipment. In addition, the objectives of the exercise need to be clearly defined.

These are the questions you need to ask:

• What is the target market?
• What are we trying to find out?
• How many appointments per 100 calls do we expect?
• How many leads (strong expression of interest in the product or service we are promoting) per 100 calls do we expect?
• Do we expect to make sales over the phone?
• How many sales per 100 calls and what average value?
• How many calls per hour can we achieve? (Calls here being defined as the number of effective contacts actually made with decision-makers).