Is it telemarketing or lead qualification?

ACADIA LEAD MANAGEMENT SERVICES

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Telemarketing

or

Lead Qualification?

They’re not the same!


Telemarketing – A method of direct marketing in

which a salesperson solicits prospective customers

to buy products or services, either over the phone or

through a subsequent face to face or web

conferencing appointment scheduled during the

call. Telemarketing can also include recorded sales

pitches programmed to be played over the phone

via automatic dialing.

Telemarketing: The Definition


Telemarketing: Just the Basics

Callers call – that’s it!

Telemarketers provide you with BASIC metrics.

Status # of Calls

Busy 13

Not in 38

Not interested 137

No answer 111

Left message 235

Notes

6/18: On hold too long.

6/19: Email sent.

6/20: Won’t come to phone.

6/20: Left message.

6/20: Sent invite.

6/21: Left message #2.

6/21: On vacation.


Lead Qualification – Lead qualification involves more than

just dialing or verifying contact details. It includes

gathering data on a prospect (or the company they

represent), data that qualifies them for a certain product

and/or service. By gathering answers to probing

questions, a company can prioritize their leads and focus

on those most likely to convert to sales in the short term.

These are often considered “qualified leads.” Lead

qualification can also provide valuable insight and

business intelligence! This helps future campaigns/sales

AND educates the client along the way.

Lead Qualification: The Definition


Lead Qualification – BI and More!

Lead Development Reps provide BUSINESS INTELLIGENCE.

Date Call Status Notes

5/20/14 Soft

Appointment

Set

Jennifer has been investing her time in cloud research and is

considering it. She trains teachers during the summer break and

will be too busy to attend the luncheon. She would like a callback

after August 14, 2014 due to her schedule. Call on her direct line,

(770) 555-1334.

5/20/14 Soft

Appointment

Set

Frank will not be able to attend the luncheon due to late notice. He

would like a follow up call to learn more about cloud computing.

Call on his mobile phone, (440) 555-1233.

5/20/14 Soft

Appointment

Set

Valerie would like to review the invitation again via email. She

would also like a follow up call as soon as possible so she can

confirm attendance. She is currently working on a cloud computing

solution for her company.

5/18/14 Soft

Appointment

Set

Doug is a current client and would like to convert his electronic

health records. He needs to learn more about HIPAA compliance,

what he must purchase, and the support offered. Caller (JLY) will

gather this information and call Doug back today.


Telemarketing vs Lead Qualification: Summary

Telemarketing – Callers call: Provide you basic summary results

Can verify contact information

Can work fast (quantity not quality)

Lead Qualification – Same as above plus data that:

Shows your market positioning

Helps you write your value statement

Helps you evaluate your resonance

Helps you prioritize your leads (lead scoring) or

determine an opportunity’s value

Tells you what sales stage prospect is in. And more…


Telemarketing vs Lead Qualification: The Teams

Lead Qualification:

Project Manager

Lead Development Reps

Data Manager/Report Creator

Quality Assurance

Technology Manager: Understands the TOOLS of the trade – and

helps integrate results with salesforce automation (CRM),

marketing automation, etc.

Telemarketing:

Caller

Project Manager


The Differences at Work! A Case Study

We completed two identical campaigns.

Method 1: Telemarketing

Method 2: Lead Qualification

Project: Invite prospects to an event via

telephone and gather client information

Client: Large international software

corporation

Deliverable: People in seats!


Telemarketing: Sample Call

Telemarketing caller: “Hi. I’m with

Corporate Inc. Would you like to visit our

booth at the Big Expo next week?”

Prospect: “No thanks.” or “OK.”

Telemarketing caller: “Thanks. Goodbye.”

or “Great, I have you on the list…”


Lead Qualification: Sample Call

Lead Development Rep (LDR): “Hi. I’m calling for Corporate Inc.

Since you are attending the Big Expo next week, we’d like to invite

you to visit our booth. We can discuss your company’s upcoming

needs and whether we can help.”

Prospect: “Thanks. What do you do?”

LDR: “We provide software solutions for all price ranges and

company sizes. We have some new solutions we’d love to demo for

you at Big Expo. What software issues is your company currently

grappling with?”

Prospect: “I’m not the IT decision-maker. That would be Sam.” OR

“I’m busy during the Big Expo but I’d love a call from Corporate Inc.

the following week.” OR “Yes, what time?”


Telemarketing: The Results

Rows and rows of numbers – difficult to process.

Not helpful for future campaigns.


Lead Qualification: The Results

More information gathered, more options for reporting.

Visual reports with meaningful data help with decision making and

future planning.

Event Pending -waiting on RR contact,

39%

Event Pending - RR contact made,

9%

Event Scheduled, 15%

Event Complete/Need Spec Info, 14%

Event Complete/NO change to SPEC, 5%

Event Confirmed/MSC CONFIRMED,

11%

Event Declined, 2%

Event Canceled, 1%Event Returned to

Acadia, 4%

0

50

100

150

200

250

EventRegistration

SoftAppointment

Info Requestsfor Client

Not Interested Bad Number,Do Not Call, No

LongerEmployed,

Wrong Contact

CAMPAIGN RESULTS Today Total

Event Registration 0 1

Soft Appointment 3 13

Info Requests for Client 4 9

Not Interested 26 64

Bad Number, Do Not Call, No Longer

Employed, Wrong Contact

83 224

Communication Attempts (No Contact

Made)

469 1334

Date Call Status Notes

5/20/14 Soft

Appointment

Set

Jennifer has been investing her time in cloud research and is

considering it. She trains teachers during the summer break and will be too busy to attend the luncheon. She would like a callback after August 14, 2014 due to her schedule. Call on her direct line, (770) 555-1334.

5/20/14 Soft

Appointment

Set

Valerie would like to review the invitation again via email. She would also like a follow up call as soon as possible so she can confirm attendance. She is currently working on a cloud computing solution for her company.

5/18/14 Soft

Appointment

Set

Doug is a current client and would like to convert his electronic health records. He needs to learn more about HIPAA compliance, what he must purchase, and the support offered. Caller (JLY) will gather this information and call Doug back today.


We provide more than just dials! We PARTNER!

We return meaningful results and usable data.

We help clients use these results (planning, integrating

with your SFA or MAT, and more).

We recommend next steps and future campaign

strategy.

We help you see what works and what

does not!

The Acadia Solution


Acadia Lead Management Services

acadialms.com

[email protected]

888-247-5846

Join the Conversation!

Is it telemarketing or lead qualification?

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