Telemarketing Viability

[lazersam]

Hi all,

I have a service aimed at local traders whereby they can advertise to targeted local people through a specially built directory style website. My question is... What is the best way to reach local traders in order to share this opportunity? I am thinking telemarketing but need some experienced people to tell me if they think this approach is viable... and also, whether telemarketing for sales or leads is more appropriate? Or even, telemarketing to send further info and then follow up??

What is the best way to push this offer?

Larry.

[Rob Holmes]

If they are all local I would have a nice presentation pack and pop in to see them.

Offer them something extra like a 360 degree tour of their shop or restaurant etc - also take a laptop so you can show them a demo and have a few testimonials at hand :)

Work out some irrefutable reasons why they should advertise with you.

Rob

[lazersam]

Thanks Rob,

The problem is, traders are paying a very low fee that doesn't really warrant a personal visit. Also, time restraints will make this impractical. I am hoping to duplicate the marketing system through a national campaign and was hoping for a quick, systematic formula that could be easily duplicated.

Larry.

[ebonybailey]

with low value products like this the sensible approach will be to get a young fresh out of scholl college guy who you canpay £5/6 per hr to, to call introduce the company inform them that you want to send them info,and ask for there email address, then follow it up. it cheap ROI should be considered and is the best way to speak directly with the decision maker

Michael

[lazersam]

Cheers Michael, that's pointed me in the right direction. My initial thought was to get a telemarketing company to do this for me. Are you talking about sending info through email or through post?

larry.

[ebonybailey]

What ever is open to you, however if you have email address's it gets to them direct where as Mail is more shotgun, if they give you there email address they must be interested right?

Michael

[WakingDragon]

Don't go for a telemarketing company. If you want disinterested, low paid workers dispassionately annoying strangers then get a friend of the family to do it cash in hand. Will cost you less and bring in same results.

[lazersam]

Interesting prespective WakingDragon. The trouble is, although using someone privately this may save me some money - I am totally unskilled in preparing and running a telemarketing campaign. This is why I may turn to professionals, at least to begin with, whilst im finding my feet in this new area.

[ebonybailey]

I think it is clear that I did not mean anyone, they would need to be interviewed and have some experience. Its not as easy as saying outsource the work, to get a cerdible company to do the work will cost you at least £1k per week.

[lazersam]

£1K a week??? That takes a company out of the picture for me :cry: I'll get a book on telemarketing and then get someone to do it for me.

[daveashton]

wakingdragon

Interesting point you raise.

Do you have any evidence at all to back this up?

If not maybe we could use a company like Contact Foundry against (and you can pick) anyone who has not done the job before.

Any B2b product or service and we can give it a trial.

Oh, the loser agrees to donate 5K to charity,

[WakingDragon]

Hi Dave,

I only have (bitter) personal experience to back it up. Actually we are using a new business development company at the moment who do telemarketing as part of the service. But there is a world of difference between companies that offer the complete service and those that offer just the calling from a script you give them.

Hope that explains things a little better. ;)

[daveashton]

Agreed

We now take our so-called "Telesales people" with us to show the difference and like your supplier also have sales consultants.

Sales is a process and understanding of that is key.

[annethedonn]

Larry

What's your email address, I know just the man who can help you - he works for me and is specialised in this area.

Anne

[lazersam]

Thanks anne,

I have sent you a PM

Larry.

[AandP]

I declare my vested interest here: we offer telemarketing for small and micro business! So I am a little biased.

Firstly, it seems like you are keen on the idea of telemarketing to bring in the ad sales. Since you don't know what yet works, you need to trial a few different modes: test and measure.

Put together a well-crafted direct mail letter (Drayton Bird's "How to Write Sales Letters that Sell" should see you straight). Send it yourself to 100 prospects.

With a random 50, send them a follow-up letter a weeks later.

With the remaining 50, perform a telephone follow-up a week after the initial letter.

Find another 50 names and phone them only. For tips on doing it yourself try Linda Richardson's "Selling by Phone".

Then compare the results of each of the 3 methods. Factor in the costs, compare against returns. Cost up your time and then you will get a return on investment figure. Do more of the one that works the best.

Telemarketing done well is an art. And it works brilliantly. Done badly, it is an expensive waste of time. Not all firms will insist on £1000 per week and bring you nothing. An individual with a proven track record or a small firm will be less than £30 per hour, make around 20 calls per hour and will let you do a few hours a week. Don't expect instant results, the real sales came after a few weeks.

A great sales letter is also a skillfully crafted tool. Consider paying a couple of hundred pounds to a proven marketing copy writer after you have done your tests.

Good luck and be persistent!