Before you start that new cold calling program"?¦.
Know your market. Sounds simple doesn´t it? But the truth is that a number of business owners aren´t sure who their market is or how to market to them (check this site for some great marketing tips). When you´ve made the decision to incorporate telemarketing into your sales and marketing program, ask yourself these questions.
Who do I want to market my product/services to?
Who is more likely to buy my services?
Why would they want to buy them?
Who is my competition?
What are the buying habits of my market?
Are there other markets I may have overlooked?
Is my price structure to high? Too low?
What services do my competitors offer that I don´t? Why not?
Do they need my services/products? Why?
How can I expand or improve those services?
When you begin to start asking these questions, you´ll begin to understand how important knowing your market is. It´s not enough to simply pick up a phone and make a cold call, you must also understand who´s buying and why. Large corporations spend a lot of money on market research and business development before introducing and selling a product to the masses. Small businesses should follow suit but with less expense. Knowing your market can save you a lot of time, energy and money by marketing to people who are interested in buying your services instead of people who aren´t. Need more proof? Read on"?¦
Target Marketing is a Must"?¦.
Do you know why most telemarketing campaigns fail? Lack of real target marketing. Here´s an example. Let´s say that you are a mortgage broker and you want to target prospects looking to refinance their homes. You have a choice of either purchasing a list of homeowners with just their names and numbers or you can target the list towards homeowners who have refinanced 3 years prior or who have requested info online about refinancing(There are services that you can subscribe to that can provide this info). Sounds simple, but the difference is this. In the first list you know that the prospect is a homeowner, but that´s all you know. With the second, you have a more targeted list of prospects to work with including buying habits, level of interest etc. The more criteria that you have for the list, the easier the call, the higher the interest, the better the appointment, the better the sale. Keep this in mind. The reason most sales people dread making the cold call is because they already know (subconsciously) that they´re looking for the proverbial needle in a haystack when it comes to setting an appointment. In other words, the salesperson is making 100 cold calls to untargeted leads to try to find the one call that has an interest in his services, has a history of purchasing similar product/services, will be making a purchasing decision relatively soon, and has the budget to make the purchase. Without knowing who your market is or targeting your prospects, you´re in for some rather difficult telemarketing sessions. Next Column"?¦Business Development/.Target Marketing 101
Tony Wilkins is the author of "Telemarketing Success for Small and Mid-sized Firms available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success or via e:mail at email@example.com