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What are the initial steps when beginning a telemarketing campaign?

Once a client has confirmed that they would like to proceed with a telemarketing campaign, the hard work really begins. Here are a few steps that I ensure my team takes to kick off a telemarketing campaign. It’s probably worth me noting that not all telemarketing companies will operate like this.

1) A briefing meeting

This is sometimes a second meeting or maybe even a third. It gives the client a chance to meet with their dedicated Account Manager to discuss:

• The direction of the campaign
• The qualifying points for a lead
• Data requirements
• Key USPs of the company

It is also a great opportunity to get to know the telemarketers who will be calling on the campaign as well as the Account Manager.

2) Purchasing of data and creating a database

Once the direction of the campaign has been decided, many telemarketing companies will look to purchase data which fits the campaign requirements outlined in the briefing meeting. The telemarketing agency may then send some records across to the client to verify that these are in fact the type of companies that they are looking to prospect to.

If the client has data already this can be helpful – however, if this data is old or un-targeted it can delay the results needed due to incorrect decision makers and contact details. Sometimes it is best to start a new project with a new set of data to really be able to see the capabilities of the chosen telemarketing partner. Remember – your telemarketing partner should always check data against the CTPS register!

A database to support the telemarketing campaign should always make it possible to segment the data, so the campaign can focus on companies in certain sectors, of certain sizes, or at a specific position in the sales pipeline. Labels can be appended to the data to show this. Not only does this help the telemarketing company during the campaign, it also means that you can get a snap shot of your sales pipeline at any point of the campaign.

3) The creation of the call handbook

A call handbook is the bible of all documents for many telemarketing agencies. It gives guidance on every aspect of the campaign and essentially is a write up of the briefing meeting. However, there is always room for additions as the campaign evolves. Some key areas that should be included are the selling points, targets and deliverables and reference clients to name just a few. By creating this handbook all parties are aware of the approach that is being taken – and also avoids miscommunication! This call handbook will be created by an Account Manager and finalised by the client.

4) Live listening (maybe!)

Some telemarketing companies may invite the client to their offices to listen in to some of the calls that they make at the start or during a campaign. This allows them to manipulate the call approach to ensure they are totally satisfied with the direction of the call and how the telemarketer sounds as an ambassador for their brand.

If the client is unable to make the live listening some telemarketing agencies may have the capabilities to record their calls and send these off for feedback instead.

These are the main four steps that are taken when a client gives the go ahead. Of course, these are very broad overviews of the stages and a lot of time and effort goes in to ensuring that the initial steps are thoroughly investigated before calling begins.