Telemarketing Lead Generation Blog

Keeping the Primary Objective Top of Mind

Posted on Mar 25, 2010 by Micah Green, Operations Training & Development Manager

What is your company’s ultimate goal? There are many different ways of answering this, but any response will ideally involve putting the needs of your customer first. Our mission statements, values, and corporate climate should all emanate from the fundamental desire to serve the customer.

So, what criteria do you use when evaluating lead generation vendors? Again, while there are various considerations that must be made, one question that you should ask is, “What is the primary focus of the agent who will potentially call on our marketing campaign?”

Part of my role at TeleNet involves providing call technique training to our lead generation agents, and one message that I communicate time and again is that our ultimate goal should be to put the needs of the contact first. To be sure: Metrics are necessary, but if our agents see a marketing list as “just a list of phone numbers” or the call guide as “just a script,” then we have taken our eyes off of the primary objective. Similarly, we can provide our agents with all of the product knowledge available, but it will have little impact if the person on the other end of the phone feels that the call is just a waste of their time. While having a customer-centered focus does not guarantee that every call will result in a sales-ready lead, it does guarantee that (if done successfully) the customer will leave the conversation feeling better about their relationship with your organization.

Of course, to be perfectly pragmatic, this is an approach that is just as beneficial to us as it is to you! That is because it is a top-down approach: The marketing partner that puts the needs of your customers (or potential customers) first is the marketing partner that will put your needs first when it comes to developing and managing a marketing campaign.

Tagged: telemarketing training, telemarketing lead generation, telemarketing targeted lead generation, lead generation

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