The “one size fits all” scenario poses a real challenge in the telemarketing industry. When call center representatives are trying to qualify a lead they have less than 30 seconds to make an impression. The ability to deliver a clear message to entice potential subscribers to say “yes, I want your publication” depends on how well you know your audience.
Within that short time frame, your telemarketers need to quickly and accurately describe the benefits to the caller. It's an uphill battle, but one that can be overcome by adequately motivating the lead on the other end. If you don't seal the deal in those first few seconds, the remaining conversation is pretty pointless.
So let's talk about the conversation itself. In order to deliver the best possible message, it is important to know your audience. What industry are they in? What is their job, and most importantly, how high up in the chain of command is their position? To put together the best targeted message, you need to know all you can about your potential subscriber. It's easier to talk shop with a guy on the floor than it is to the president of an accounting firm.
An online resource from Colorado State University explains that messages need to be formulated to match up with three groups of people: expert, supervisor, and entry level. The three audiences are very different, so understanding what topics, news, and tips would be interesting to each is critical. For example, a publication like DMNEWS magazine that gives the latest marketing tips and technology news may not appeal to the laborer in a manufacturing facility.
In order to have successful lead qualification, you need to customize a telemarketing strategy that delivers a message with the biggest impact for all three audiences. To do this it is important to offer a different benefit statement for each conversation.
Being prepared with knowledgeable scripts is cost effective and more productive. By engaging your target audience you are ensuring the message is interpreted the way you intended it. Even the best writers can find these alternative scripts difficult to compile.
For starters, content written for the layperson will need to include more information, more details, and more background than that of the managers and experts. Consider writing these scripts with a more natural and leisurely tone.
For the managers, the information you provide needs to be that which they can make a decision from. Managers will need facts and accurate information. They know their companies are depending on it. This audience is typically the real decision makers when it comes to their businesses. Try to incorporate real numbers and less detail when approaching this group.
Now the “experts” will be the trickiest of all. This group of individuals will need industry-specific language. Understand that most experts in their field are well-educated on the topic your call center representatives are about to engage them in. If you are off by even a little bit, you could lose that “yes”. Don't be surprised if this script calls for a deliberate message and the appropriate information to support it.
You need to remember that the same script cannot be used on every lead. Pay attention to the content within your benefit statement and include the details about your publication that best relate to those specific audiences. By truly understand who it is on the other end of the phone you can expect the message to be well received and appreciated.
Anytime you plan on starting a new telemarketing campaign, go over the best ways to target specific audiences with your telemarketing vendor. Don't be afraid to give the extra effort in perfecting the message you want, and need, delivered to increase circulation efforts.