|
Even
more important than the quality of the telemarketer is the
quality of the prospect list...
|
|
 |
Sourcing the list
External lists
Choosing types of prospects
Number of prospects
Costs
Sourcing your list
The best prospect list is the list of your past and existing customers.
These people have a relationship with you and will be much easier
to talk to than totally cold new contacts. So think about finding
any names of people that know your brand, product and services already.
External lists
In most cases clients need to acquire a new list of contacts. These
are usually people that they have never contacted before. We can
recommend a wide range of organisations that can provide a list
of names. And we will advise you how to approach them to get the
best value. We do not ourselves provide lists because we believe
this is a confict of interest. Plus, telemarketing companies may
offer to provide the names for free. Howeve, they will use the same
names for many of their clients, and these prospects will soon tire
of constantly being telephoned. As a result, the success rates may
be lower than a bought-in list.
If you wish, for a small fee, we can act as consultants
and use our experience to help you buy the right list of prospects.
Choosing types of prospects
So WHO are you going to call? The first thing to think about is
the profile of your best customers. This could be a a case of looking
at the location, size, industrial sector and other characteristics
of your existing best customers. Or it may be a case of looking
at these factors for your desired customer base. Either way, we
will help you profile the customers. Then you can start looking
at list providers.
Numbers of contacts
We average 17 dialled numbers per hour or around 12.5 conversations
per hour. Prospects need to be called between 2 and 3 times before
you know they do or don't want an appointment. You can choose how
many times as a maximum you want us to call prospects. The more
the cost of each name, the more persistent you will want us to be.
This means we get through more contacts in the first few dozen hours
of calling than later into a campaign. Because later we are starting
to make call-backs. As a rule of thumb, budget for 15 names needed
per hour of calling. And we will need enough names for a month of
calling. So, if you have 10 hours per week, you need 10 x 15 x 4
= 600 names approximately.
Cost
The cheapest list providers will work out at less than 10p per named
contact with phone number. The more expensive are £1.00 per
name upwards.
Why might you spend more on the lists? If you are looking for elusive
high net-worth individuals then you will need a specialist list
provider like CACI who regularly and accurately verifies the names.
If you seek to contact a less-focused range of lower value contacts
such as any local small business, then a generic provide like Thomson
would be fine.
If you want more information about prospects, then you will need
to pay for each extra piece of information. For example fax numbers,
employee numbers, job titles may be 5p extra per name.
To
discuss your next campaign telephone 0870 710 2233 now.
Or
email
us
|
