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How To Prepare A Successful Dialing Campaign


Founder & CEO at Millennial Services, a dedicated call-center services provider.

The consumers of today are savvier than ever. When it comes to marketing and sales strategies, spinning the truth and other artful tactics don’t work as well as they used to. I believe this is because, in their purest forms, marketing and sales processes are not coercive or guileful.

Marketing and sales are simply the arts of tendering information, products and services to consumers who potentially need or want them. Additionally, marketing campaigns make people aware of things they weren’t aware of before. Sales consist of following up with potential customers who have already shown interest in things offered to them. Sales also play a part in the marketing aspect of a business. Either way, they both work hand-in-hand to drive revenue and are very customer-centric, with some being more customer-centric than others.

As the founder and CEO of a call-center services provider, I believe that if you want a truly customer-centric marketing/sales campaign, dialing campaigns are an option worth considering. They’re not for the faint of heart, nor are they for those lacking cold call-making skills. But when leveraged effectively, dialing campaigns can bring clear-cut results.

Telemarketing has long been a huge part of marketing and sales processes. And while telemarketing has earned a bad reputation thanks to plenty of bad actors, it’s still a very powerful tool if exercised correctly. Considerate, courteous, service-minded dialing campaigns can be welcomed by the recipients if conducted properly.

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Designing And Implementing An Outbound Campaign

While it’s possible for sales reps to learn better outbound techniques, some companies might find it helpful to leave specific tasks to people who are specialists. My company (along with many others) offers these types of services, and through this experience, I’ve seen that prospecting via a dialing campaign requires a certain gift of gab. Typically, a telemarketer only has 30 seconds or less to get and maintain a prospect’s attention. If you don’t want to put that responsibility on your marketing and sales teams, you can opt for letting a professional call center manage your dialing campaigns.

If you choose to develop these campaigns on your own, however, keep in mind that the people you trust to represent your brand have a profound effect on how your customer perceives the value of your products and services. They need to be trained and ready on day one of your campaign. They can then hit the ground running. Below are five steps required to design and implement an outbound campaign.

Five Steps To A Successful Outbound Project

Marketing and sales strategies are examined and analyzed, similar to most sports. Like sports coaches, marketing and sales trainers have adopted two fundamental research-based components: types of methods and metrics. The objective is to figure out the most effective techniques to set new milestones and break records. Sports teams want to score more points and win more games; similarly, the goal of telemarketing teams involved in dialing campaigns is to electrify sales and accumulate more profits.

To get started:

1. Define campaign objectives. Campaign objectives are the ultimate goals you hope to achieve from your dialing campaign. For example, your dialing campaign objectives could be to build brand awareness, get more leads, sell more products or schedule appointments.

Objectives need to be SMART: specific, measurable, achievable, realistic and timely. This is because objectives are what keep your dialing campaign focused and on track. And once you’ve defined your objectives, be sure to update them as needed.

2. Develop precise strategies. When it comes to an A1-rated dialing campaign, its success is measured in business results, not merely the average handle time. A powerful dialing campaign consists of a series of focused activities that are guided by well-defined milestones. Milestones help increase sales and improve customer service overall.

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3. Write the call script. Sales teams and call center providers can collaborate to achieve an optimized script. It should include a well-composed and interpreted message, including answers to frequently asked questions, as well as rebuttals to possible objections. The more thoroughly written your script, the more likely conversions will happen.

4. Choose your dialing strategy. For the most part, call centers use one of four dialing strategies, or “dialing logics.”

• Auto dialing: This dialing strategy incorporates a piece of automated telephone technology that automatically dials pre-programmed phone numbers after the completion of each call.

• Preview dialing: This dialing strategy incorporates a piece of automated telephone technology referred to as a “predictive dialer.” It dials a list of telephone numbers and only connects agents to answered calls.

• Predictive dialing: A predictive dialer automatically calls phone numbers until it detects a connection, then it transfers the call to a live agent.

• Power dialing: A power dialer is an automated telephone dialing method that connects prospects with agents more efficiently by letting agents concentrate on live connections rather than manual dialing.

Either one of these dialing strategies promotes targeting new areas and following up with existing customers. To decide which strategy is the best for your company, parse out what an A1-level campaign would look like. Keep in mind that clarity at the outset will allow greater success; smaller, easier-to-achieve goals can create momentum; and customer retention is the key differentiator. Customers who return and continue purchasing your product or service are vital to growth. Take special care of them without ignoring people who buy only once.

5. Celebrate success. Reinforce performance excellence by celebrating individual and team successes. When you constantly reward your people for their good work, it helps establish a strong customer care culture.

The Outcome Should Increase Sales And Customer Retention

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Dialing campaigns might seem daunting at the beginning, especially for those new to the process. When you have talented people focusing on strategies like the ones mentioned above, the results can be enlightening.

Customer prospecting, lead conversion and first-time sales are critical components of growing your business.


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