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  1. 1. One Marketer’s Real-Life Story Kate Baar, Marketing Director Hitachi Consulting Tuesday, November 14, 2006 How to Hire, Compensate & Measure Telesales for Lead Qualification
  2. 2. <ul><li>The Quest </li></ul><ul><li>To Find the Perfect Telesales Solution </li></ul>
  3. 3. Telesales Firms are like Starbucks There’s one on every corner.
  4. 4. Telesales is a Vital Component of Any Marketing Plan <ul><li>Response Rate Study </li></ul>Source: DMA 0.48% Radio 0.35% Magazine 0.31% Newspaper 2.55% Direct Mail 3.88% Dimensional Mail 7.44% Telephone
  5. 5. Enhance Productivity / Specialize Source: Sirius Decisions
  6. 6. What Did I Find? <ul><li>Voicemail Vendors </li></ul><ul><li>Account Profilers </li></ul><ul><li>Appointment Setters </li></ul><ul><li>Account Penetrators </li></ul><ul><li>Lead Generators </li></ul>
  7. 7. Voicemail Vendors <ul><li>Methodology: </li></ul><ul><ul><li>Human Guided Voicemail </li></ul></ul><ul><li>Script: </li></ul><ul><ul><li>“ Hi, this is Brian Smith, the moderator of an upcoming webinar on Trade Promotion Management. I’d like to invite you to join us as we discuss the ... Please watch for my email tomorrow. </li></ul></ul><ul><li>Cost: </li></ul><ul><ul><li>$1.50 per voicemail drop </li></ul></ul>
  8. 8. Voicemail Vendors <ul><li>Pros: </li></ul><ul><ul><li>Cheap and easy </li></ul></ul><ul><ul><li>Scalable with short lead time </li></ul></ul><ul><ul><li>Underused </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>One way conversation </li></ul></ul><ul><ul><li>Can do real harm if they think it’s a recording </li></ul></ul><ul><ul><li>Requires a good phone list </li></ul></ul><ul><ul><li>Tough to measure real ROI </li></ul></ul><ul><li>Best Used for: </li></ul><ul><ul><li>Reminders of events </li></ul></ul><ul><ul><li>Mass deliver a specific voice </li></ul></ul><ul><ul><li>Boosting response </li></ul></ul>
  9. 9. Account Profilers <ul><li>Methodology: </li></ul><ul><li>Up to 50 page report showing: </li></ul><ul><ul><li>Corporate Structure </li></ul></ul><ul><ul><li>Company Profile </li></ul></ul><ul><ul><li>Historical Background </li></ul></ul><ul><ul><li>Org Chart </li></ul></ul><ul><ul><li>Systems Landscape </li></ul></ul><ul><ul><li>Latest News/PR </li></ul></ul><ul><ul><li>Interviews with Employees </li></ul></ul><ul><ul><li>Optional customized research </li></ul></ul><ul><li>Cost: </li></ul><ul><ul><li>$500/profile, $18K/year unlimited </li></ul></ul>
  10. 10. Account Profilers <ul><li>Pros: </li></ul><ul><ul><li>Saves doing your own Onesource or Hoovers research </li></ul></ul><ul><ul><li>Can provide unique insight, especially interviews </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Limited Value </li></ul></ul><ul><ul><li>Mostly Fortune 500 companies </li></ul></ul><ul><ul><li>Usually IT focused </li></ul></ul><ul><li>Best Used for: </li></ul><ul><ul><li>Starting point for target account teams </li></ul></ul>
  11. 11. Appointment Setters <ul><li>Methodology: </li></ul><ul><ul><li>Go straight for the meeting. </li></ul></ul><ul><li>Script: </li></ul><ul><ul><li>“ I’ll get you 30 meetings in the next 30 days - with the companies and titles of your choice. You pay only $650 for every meeting that takes place.” </li></ul></ul>
  12. 12. Appointment Setters <ul><li>Pros: </li></ul><ul><ul><li>You will get the appointments they promise </li></ul></ul><ul><ul><li>You’ll only pay for accepted meetings </li></ul></ul><ul><ul><li>Very measurable, clear deliverable </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Very little background info </li></ul></ul><ul><ul><li>Not allowed to call account before the meeting. It’s a cold call. </li></ul></ul><ul><ul><li>Need really good sales reps </li></ul></ul>
  13. 13. Appointment Setters VP, Logistics & Transportation Briggs & Stratton Pres., Global Mfg Newell Rubbermaid VP Operations Williams-Sonoma VP, Operations Georgia Crown Dir. Global Svc Logistics Silicon Graphics Dir. of Global Fulfillment The Stanley Works VP, Operations Save Mart Supermarkets Mfg Dir Cypress Semiconductor CIO Georgia Pacific SVP, CFO Vulcan Materials Dir., Logistics Welch Food VP Mfg Operations Vitasoy Sr. Dir. of Corp. Proc. SanDisk Corporation VP, Global SCM Borg Warner VP Global Sourcing Agilent Title Company
  14. 14. Appointment Setters <ul><li>Our Results: </li></ul><ul><ul><li>30 appointments </li></ul></ul><ul><ul><li>5 duds </li></ul></ul><ul><ul><li> – mistaken identity, no show, almost retired </li></ul></ul><ul><ul><li>10 really good first meetings </li></ul></ul><ul><ul><li>3 still active in sales cycles </li></ul></ul><ul><li>Best Used For: </li></ul><ul><ul><li>Companies with a strong value proposition that requires only a small investment. </li></ul></ul><ul><ul><li>Foot in the Door </li></ul></ul><ul><ul><li>Building alliance relationships </li></ul></ul><ul><ul><li>Proving a point about nurture marketing </li></ul></ul>
  15. 15. Account Penetrators <ul><li>Methodology: </li></ul><ul><ul><li>Penetrate and radiate a small number of very large accounts – VP to VP </li></ul></ul><ul><li>Cost: $50 - $100K minimum </li></ul><ul><li>Pros: </li></ul><ul><ul><li>Highest end </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>No way to do a small pilot </li></ul></ul>
  16. 16. Lead Generators <ul><li>What most people think of when they think “telemarketing” </li></ul><ul><li>The range of vendors in this space is huge </li></ul>
  17. 17. They Differ By: Focus Lead Focused Account Penetration Focused Methodology Single Call Multi- Modal Skill Level Telephone Skills B2B Sales Experience
  18. 18. They Differ By: Product/Solution Script Consultative Sale CRM Integration Excel SS Work in Your System Business Knowledge None Industry Focused
  19. 19. They Differ By: <ul><li>Cost: </li></ul><ul><ul><li>$25/hour (Indian) </li></ul></ul><ul><ul><li>$50/completed conversation </li></ul></ul><ul><ul><li>$120K/yr for full-time caller </li></ul></ul>$ $$$$
  20. 20. <ul><li>Level of the person you’re calling </li></ul><ul><li>Technology or functional focus </li></ul><ul><li>Complexity of offering </li></ul><ul><li>Cost of your product/service </li></ul><ul><li>Interest and aptitude of your sales force to develop leads </li></ul><ul><li>Time to productivity of new callers </li></ul><ul><li>How many products/services, titles, industries your callers need to understand </li></ul>Lesson One: Know Yourself
  21. 21. Lesson Two: Evaluate Thoroughly <ul><li>Length of tenure of callers </li></ul><ul><li>Their career path </li></ul><ul><li>Their business experience </li></ul><ul><li>Training Program </li></ul><ul><li>Industry Expertise </li></ul><ul><li>What/how they pay callers </li></ul><ul><li>Similar firms as clients </li></ul><ul><li>Location </li></ul>BEWARE OF IMPOSTERS!!!
  22. 22. Lesson Three: Manage Closely <ul><li>Insist on interviewing/choosing your actual callers </li></ul><ul><li>Insist on voice recordings </li></ul><ul><li>Closely monitor each caller </li></ul><ul><li>Make them a part of your team </li></ul><ul><li>Visit frequently </li></ul><ul><li>Engage your team to debrief </li></ul>
  23. 23. Metrics/Measurements <ul><li>Daily Metrics </li></ul><ul><ul><li>Dials per day </li></ul></ul><ul><ul><li>Connects per day </li></ul></ul><ul><li>Weekly Metrics </li></ul><ul><ul><li>Leads per Week </li></ul></ul><ul><ul><ul><li>BANT </li></ul></ul></ul><ul><ul><ul><li>Account Profile completed </li></ul></ul></ul><ul><ul><ul><li>Key Information Gathered (5 questions) </li></ul></ul></ul><ul><ul><ul><li>Willing to Meet </li></ul></ul></ul><ul><li>Revenue Metrics </li></ul><ul><ul><li>Pipeline Revenue </li></ul></ul><ul><ul><li>Closed Revenue </li></ul></ul>
  24. 24. If You Bring Telesales In-house: <ul><li>Base Salary </li></ul><ul><ul><li>$35 – 50K </li></ul></ul><ul><li>Variable </li></ul><ul><ul><li>$15 – 50K </li></ul></ul><ul><li>Total Salary </li></ul><ul><ul><li>$50 – 100K </li></ul></ul>Source: Sirius Decisions
  25. 25. Thank you <ul><ul><ul><ul><ul><li>Kate Baar </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Marketing Director </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Hitachi Consulting </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>(770) 343-9096 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul></ul></ul>