It happens in a split second: people make an unconscious decision, identifying a person they do not know (a telemarketing representative) who is on the other end of the line as a friend or a foe.† A telemarketing representative has only 20 to 30 seconds to deliver a clear message and communicate value propositions or benefit statements convincing that person that they are a friend. If the person receiving the call is not convinced that the caller represents something of value to them in that first 30 seconds, the telemarketing representative faces an uphill battle to have a successful call.
In order to successfully communicate the brand message and convert at a higher percentage, itís critical to know who you are calling and what is most important to them. You need a clear understanding of their industry and the work they do (their job function) so that you can personalize your message. Knowing who you are calling and what will most likely motivate that person to talk to you makes all the difference in the world for the representative calling. It also makes it easier for a prospect to understand your purpose of the call and follow your call to action, which comes later in the call.
For example, what if you developed a new software system to support internal customer service operations?† You must have a plan to target people in one vertical market (industry) but across different job functions, because so often the buying process is a team sport and involves several people.
You still have to tailor your message to what each person cares about most, based on their job function. For instance, when connecting with the CFO, you may want to focus on cost-saving opportunities, while when contacting the CIO you will want to focus on the latest technology integration and functionalities. Finally, the director of customer service operation may want to know that your system is user-friendly and easy to implement.
Part of your challenge is to determine what kind of information will most interest your prospect. The content they seek falls into two general categories:
Informational content is what potential buyers use when they are simply gathering research about a possible purchase.† The focus of this content should be on the audience, not on your brand. Information content solves common challenges or addresses a need while establishing your brand as a thought leader in the industry.
By contrast, transactional content is a good fit for a buyer that has been convinced and is now ready to convert. This is the smallest point of any sales funnel, with potential buyers ready to be convinced that a purchase with your company is, indeed, the way to go. It can include case studies, partner success stories, product demonstrations and product reviews.
Knowing when to deliver informational content versus transactional content is difficult, but the effective strategy is simply to always be ready with content that continues to reinforce a decision thatís already made or help them become convinced to buy from you. Itís challenging because you often donít know the budgetary or other constraints that may be stalling a conversion.
When your telemarketing representative is equipped with intricate knowledge of the target audience, it will make a difference in how their message is received. It also goes a step further. Rather than simply knowing who youíre talking to and what their role is, you also need to know what their motivation is for seeking information or content. Understanding what is driving their interest in content can help you deliver the right content at the right time.
That same concept applies to writing an effective script or call guide for a telemarketing campaign or an e-mail campaign. You may require highly personalized scripts or content that deliver a particular message to each segment of your audience, but youíll find it worth the extra effort.
Before your next campaign, take time to collaborate with your telemarketing or e-mail vendor so that you can effectively target each segment of your audience with a personalized message. You can also tailor messages according to whether your potential buyer is in the informational or transactional stage and help make your campaign a successful investment.