Lead hand-off: how telemarketing leads differ
One of the issues that many B2B marketers have traditionally had with telemarketing comes after the appointment has been made. How do you treat a telemarketing lead as opposed to, say, an inbound call through the website?
This rather delicate hand-off from marketing to sales is never easy. When a lead comes into your business, it is essential that it be handled quickly, regardless of the channel. Telemarketing requires an extra level of sensitivity, though.
What is required, if the telemarketing campaign is being run by the marketing team, is a process that ensures sales teams have buy-in to telemarketing appointments from a very early stage. This might involve their input into the script, the data selection, and initial calls to establish the scope of the campaign. Sales have to feel like they have ownership of telemarketing appointments.
Each appointment needs rapid follow-up, so once more, that buy-in is crucial. Remember, these are very often leads that have been warmed up by the telemarketer, who has used his or her skill to convince a prospect that they need your services, having not previously known they needed them.
It is therefore important that the salesperson who is going to the appointment is briefed quickly, and is able to call the prospect within 24 hours to confirm, if not within the next couple of hours.
Not only does this show the prospect that you are keen to win their business, but it means that you are more likely to catch them at their desk.
It is equally important that the telemarketer collect as many relevant notes as possible so that the transition between telemarketing call and sales confirmation call is seamless. If the prospect is forced to repeat answers to questions or re-confirm anything they have said, this will be seen as a negative. You want your brand to be seen in a positive light from the very first touchpoint.
Telemarketing leads are highly valued, as they are often leads that you would not have received through other inbound channels such as online or print advertising. That’s why they need special handling, so that interest doesn’t wane, and that your business comes across at all times as professional and as joined up as possible.