Telephone sales has been around a long time - but telemarketing is a great sales/service tool for current customers, past customers, as well as prospects. Learn how and why other companies are successfully using this 'business' channel, and give yourself the chance to develop your own company's unique telephone outreach campaign. You will walk away with telemarketing tips/tricks and other options to use your phone successfully.

1. Ring Ring Ring
What’s a Business to do?
Tools, Tips, and Options for Successful Telephone Sales & Service
May 13, 2014
Joanne Wills – CallingWorks
Denise Clancey – Teledirect Partners

2. Today’s Program
• Intro: Joanne and Denise
• Why are we here?
• Program

3. Poll
• A little about you – 3 sentences
> Name
> Business
> Why are you here?
• Telemarketing Uglies -
What have you heard?

4. Why do companies use Telemarketing?
Drive Sales & Marketing
• Lead follow-up
• Appointment setting
• Market Research
• Prospect/Customer feedback
• Close Sales
• Cross selling & upselling
• Account management

5. How do Companies Use
Telemarketing?
Startup/New Company
Industry description
Target market
Competitive analysis
Regulatory restrictions
Growing Company
New customers
Account management
Upsell/Cross Sell
Customer feedback
Win-loss analysis
Established Company
New customers
Account management
Customer feedback
Marketing events
Testimonials
Case Studies
Win-loss analysis

6. Aligning Telephone ResourcesCostofProductorService
Complexity of the Sale
Low High
LowHigh
Quad 2
Quad 3
Quad 2
Quad 1

7. Quad 1
Cold calling
Lead qualification
Confirm appointments
List management
Option: Outsource
Pay: Hourly (+ incentives)
CostofProductorService
Complexity of the Sale
Low High
LowHigh

8. #1 Low Complexity - Low Cost
Example
• Type of Company: Waste Management
• Sales Challenges:
– Leads-Leads-Leads!
• Telemarketing Solutions:
– Purchase lists
– Outsource part time lead qualification
– Cold calling: find decision maker, identify current
service, provide initial information

9. Quad 2
Lead generation
Cold calling
Account Management
Pay: Hourly + incentives
Option: Outsource
CostofProductorService
Complexity of the Sale
Low High
LowHigh

10. Low Complexity, High Cost of Product
Example
• Type of Company: Software company
• Sales Challenges:
– Educate/Sell prospects on software (4 different products &
pricing structures)
– Renew annual contracts for existing customers
– Account management for existing customers
• Telemarketing Solutions:
– Outsource: Hired Gun(s)
• Qualify interested prospects
• Product demonstration(s)
• Upsell, cross-sell
• Renew annual contract

11. Quad 3
Telesales or Inside Sales
Sales
Lead Generation
Option: Outsource (Expert)
Pay: Base + Bonus $$
CostofProductorService
Complexity of the Sale
Low High
LowHigh

12. #3 High Complexity - Low Cost
Example
• Type of Company: Online & Print Media Company
• Sales Challenges:
– Continually find new customers to sell ads
– Stay in touch with current & past customers to maintain
relationship, renew, up-sell and cross-sell
– Stay up to date on current & future offers
• Telemarketing Solutions:
– Outsource: Hired Gun(s)
• Research prospects & set appointments to sell relevant ads
• Account management – maintain relationship & sell current
offerings
• Consistently build pipeline & close sales

13. Quad 4
Inside Sales or Field Sales
Closing large deals
Account Management
Option: Insource
Pay: Base + Bonus $$$$
CostofProductorService
Complexity of the Sale
Low High
LowHigh

14. #4 High Complexity - High Cost
Example
• Type of Company: Enterprise Software sales
• Sales Challenges:
– Open new customers ‘down market’
– Sell products and services
– Average sale: $$$$$
– Stay in touch with current & past customers to maintain relationship &
sell all services
– Stay up to date on technology
• Telemarketing Solutions:
– In-House or Outsource
• Research prospects
• Establish relationships
• Close deals/book business
• Account management – upsell & cross sell

15. Tips & Facts

16. Cold Calling
• The best time to cold call is 4:00-5:00PM.
• The second best time is 8:00-10:00AM.
• The worst times are 11:00AM-2:00PM.
Source: Kellogg School of Business

17. Call Attempts & Reaching Prospects
• 2007: 3.68 calls to reach prospect
• 2013: 12 attempts to reach prospect
Today
The average salesperson makes only 2 attempts
to reach a prospect.
Sources: Sirius Decisions & Teledirect Partners

18. Follow-up Calls
• 80 % of sales requires 5 follow-up calls after
the first phone contact.
• 44% of salespeople give up after 1 follow-up
call.
Source: The Marketing Donut

19. Leads
• Nurtured leads make 47% larger purchases
than non-nurtured leads.
Source: The Annuitax Group

20. Human Interaction
Almost 70% of B2B purchases have some form
of Human Interaction (HI)
– either a telephone conversation or a visit from
a sales executive.
Source: Sci Sales Group 2011

21. Dialing for Dollars
• The average salesperson makes 8 dials per
hour and prospects for 6.25 hours to set 1
appointment.
• 2% of cold calls result in an appointment.
Sources: Ovations Sales Group
Leap Job

22. Your Business
• Getting it right
• Getting organized
• Getting going

23. Role Play

24. Q&A

25. Thank you
Joanne Wills
Calling Works
www.callingworks.com
781.444.3377
Intelligent B2B Telemarketing
Denise Clancey
Teledirect Partners
www.teledirectpartners.com
617.973.6667
Tele Strategies that Get Results©