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Success stories in legitimate telemarketing abound...
I'll reflect on some that come to mind.
 | About 1991, a Miami based auto and residential window tint company
contacted me about developing a telemarketing operation to enhance the
efforts of their direct sale people by getting more and better qualified
appointments for them. After testing a variety of lead sources and
scripts with two full time people, we quickly expanded into two shifts of
six representatives on the phone. Within a few months, we extrapolated
that the same markets that were buying the window tinting services had a cross
market need for anti-theft and burglar alarms. By taking advantage of
this crossover, we developed a whole new department within the company, with
no net increase in TSR costs since we incorporate the new products into the
current telemarketing program structure. The Young middle Eastern man who
hired my company, I was told a few years later, retired under the age of
thirty after developing one of the most successful shops in his field in the
area. He banked a few million dollars in a period of less than three years,
and he attributes this almost entirely to the introduction of sound
telemarketing principles into his business. He returned a wealthy
young man to his Native Saudi Arabia just thereafter. |
| In 1993, I was approached for one of the most unusual telemarketing
consults I've ever had to this day. Basically, this was a company that
was promoting "penile enlargements though surgery" at a clinic for
men in Beverly Hills, California. These boys were spending about
$25,000 a week in west coast based print advertising, mostly in the
extremely expensive LA Times. They were getting a lot of inquiries
and their TSRs were setting what seemed to be qualified appointments for people
to were apparently committed to visiting the clinic for a consult with the
medical staff. Yet less than 10 percent of the people who made appointments
actually showed up for the confidential consultation with the doctor and his
staff. Then it struck me; after a month the solutions came to me
and it was as simple as this, we were treating a very personal and sensitive
health/sexual issue like a typical telemarketing deal; trial closes
requiring explanations of complex medical procedures to laypersons and
basic closing techniques. I let most of the telemarketers go, keeping only
those who really understood the concept and had the
intellect to handle the demands of the project. Then I hired several young ladies
who sounded like sweet, considerate health workers, and although
they never at any time implied that they were nurses, thy just acted like health
professionals with care, compassion and true empathy for the client. They referred all medical questions to the doctor who would be examining
them at the Clinic and finally, and most importantly they always confirmed the
appointment the day before it was scheduled, just like a typical physicians
office would. This resulted in an immediate increase to anywhere from 30%
to 50% in
people showing up for the free consultation", hence more sales
and revenues. The only change I made after that was based on my concern
that some men might be uncomfortable discussing this in any way with a
woman. For this reason I added a male TSR to each shift to handle those
inquiries. |
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