Perhaps the secret to our effectiveness in this area is the vigor of the program setup phase. Here, a senior marketing consultant starts by designing the entire campaign:

• Conducting data-gathering sessions with the client’s team
• Identifying target accounts and/or types of companies to be contacted
• Selecting the individuals to be contacted based on title and/or function
• Determining the list of potential needs of the target audience
• Mapping these needs to the relevant benefits of the client’s products and services
• Selecting the hot buttons that will be used in the campaign, based on research and/or comprehensive data gathering with the client’s team
• Working with the client to define what constitutes a qualified lead for the program Working out the information needed to profile and qualify the account and the individual prospect
• Writing the tele-contact script
• Arranging and conducting meetings to review the script and lead definition
• Documenting all meetings and providing final versions of these documents
• Training the tele-contact team on the script and lead definition, as well on the products and services being sold
• Conducting offline drilling/role-playing of the tele-contact script
• Testing the script for full workability, making any revisions needed

It is through this consulting-based methodology that we are able to perfect the telemarketing approach. This ensures the highest possible “Hit-Rate” with every call we place.