03/02/2011 by Stephen Law.

When it is vital for your business to make more sales, lead generation via telemarketing is often the first thought for many business leaders.  In an age where we’re all looking to keep costs down, is it worth seeking a Professional Telemarketing person or is it better to work with amateurs?

The Thought-Pattern of Failure Begins – The Telemarketing Amateur
Looking back over the last 12 months, I’ve noticed a “thought-pattern” by companies who choose the amateur telemarketing route.  The MD is often a skilled if self-taught marketer, but when it comes to lead generation – the skills, experience and knowledge are lacking.  Enthusiastic staff will keep promoting the same pattern of failure, which I will try to explain.

The thought process goes as follows – Why hire a professional telemarketing person when we could do this internally and save money?   Without a clear understanding of what to do, the MD gathers his staff around him to ask for suggestions.  A conversation begins which revolves around the blind leading the blind.  A farcical game of “pin the tail on the donkey” begins, except everyone is wearing a blindfold.  So what happens next?

Anyone can succeed at telemarketing – can’t they?
The team begin making calls and appointments are made.  However, the appointments don’t appear to be turning in to sales.  So the team of blindfolded amateurs decide that they need to brainstorm the idea.  Assuming that they are the first people in history to come up with the idea, they all turn to Facebook and Linkedin and announce “Aha – that’s how we will succeed”.  Several weeks later, the team realise that these social media contacts are getting nowhere.  In frustration, the MD turns to his colleagues and asks for a new solution.  After further brainstorming, they come up with another idea which they believe is truly inspired – “We’ll hire lots of sales people who will all work for commission”.  So does this work?

All sales people work for commission only – don’t they?
After hours and hours and hours on the telephone, dozens of candidates are interviewed for a “commission only” position.  If anyone were adding up the cost of this time in PAYE they might give themselves a heart attack.  Yet, the team are adamant that there must be someone out there who is daft enough to do the job they couldn’t do in return for commission, shiny beads or jelly babies.  Finally, the MD comes to the conclusion that this is all going nowhere.  The MD Googles “Telemarketing Professional”, but just as he tries to seek a proper solution, his staff cry out “I’ve found the answer – we can hire cheap telemarketing people for only £5 per hour on People Per Hour!”.  At the pivotal moment, the MD is swayed from making the right decision and the hunt for cheap telemarketing people continues.  Was this a success?

It looks shiny – but have we struck Gold?
At this point, weeks if not months have passed.  Sales figures are falling and the MD is working out who to fire to save money.  The MD and his team had sifted through CV after CV on the internet of cheap telemarketing people.  After many hours, they chose 5 people who all claimed to be excellent at telemarketing.  Unfortunately, they had found a crock of Fools Gold.  There is an old saying that “You get what you pay for in life”.  Paying £5 per hour helped Mr Wu the Telemarketing man from the Philippines to live a life of luxury, but sadly no sales came from his work.

You get what you pay for in life – the Telemarketing Professional
The MD has finally had enough of this fool’s errand.  He worked hard to set up his business and he thinks long and hard about the situation.  When he began the business he hired the top accountant and the top solicitor to get his business moving.  The MD goes back to his roots, picks up the telephone and calls the top telemarketing people to help him.  Within weeks, the lead generation is working again and sales are looking good.  Once again the Telemarketing Professional hears those immortal words from the MD “Why didn’t I just call you in the first place?”

If you need to learn the hard way, then please feel free to do so.  If you’re a smart cookie and you don’t have time to learn the art of lead generation, simply give me a call – Stephen Law, Freelance Telemarketing Lead Generation Expert – 0870 042 1263 – stephen@sl-freelance.co.uk .

Posted in Freelance Telemarketing, Lead Generation, Telemarketing | 1 Comment »

19/11/2010 by Stephen Law.

2011 could prove to be highly profitable for many businesses, but you need to be thinking about your 2011 sales right now.  Let me explain the importance of the December/January period for your telemarketing…

If you have a complex offering to an intelligent buyer, then you must build a relationship with these people.  Decisions at high level are rarely made on the spot, so you must start the telemarketing process in advance of their purchasing cycles.

Telemarketing to win in 2011 - Here are the 3 key timings in QTR1 for 2011:

• ·         January/February 2011 – Many large companies will be writing their business plan just before Christmas 2010.  Due to economic uncertainty, many companies will be waiting for this business plan and be ready to start purchasing in January/February.  So make sure you have the best telemarketing in place either for late December 2010 or January 2011 at the latest.

• ·         March 2011 – Some organisations must spend their budget before the Chancellor of the Exchequer announces the Government budget in April.  Be sure to build a relationship with these potential clients using telemarketing before they make their final decisions.

• ·         April 2011 – (Yes I know this is the start of QTR2) Make sure you are ready for the big sales in April 2011 when many organisations are allocated their budget.  Don’t leave this to the last minute, as many buyers will be meeting sellers between Christmas 2010 and March 2011 so that they have time to meet all the best sellers.  So line up the best telemarketing people as soon as possible for this big buying period.

Telemarketing Christmas 2010 and January 2011
The best telemarketing over the Christmas and New Year period must take the following in to account:

• ·         If you are communicating with senior decision makers – don’t forget that whilst their staff may be taking holidays, they are probably still working. 

• ·         The main period to stop looking for new business is circa 20^th December 2010 to the 3^rd January 2011.  If your budgets are tight, then extend this to start from 13^th December until the 10^th January 2011.

• ·         If you take a break in telemarketing for new business, DO NOT STOP THE RELATIONSHIP BUILDING PROCESS.  One of my clients assumed that taking a holiday around the summer period from telemarketing meant stopping all telemarketing.  The poor chap missed 2 potential sales by not continuing with the relationship building process.

• ·         Remember that it can take months and months of hard work on telemarketing relationship building – so maintain flow by asking your telemarketing person to revert to snail/mail, Christmas cards and emails during this period if necessary so that you don’t waste your investment.  If you don’t do this – your competitors may steal the show in your absence.

The Psychology of Telemarketing over Christmas/New Year
In short, this is one of the most crucial periods in the calendar for building potential sales.  By all means, don’t try phoning a new prospect on Christmas Day, but don’t forget to stay in touch. 

Remember that Sales is all about psychology.  With the bitterly cold wind and the floods in Cornwall, many people are feeling emotionally drained right now.  As we approach Christmas, people’s spirits begin to pick-up.  Use that warm-glowing feeling of potential buyers to build a good relationship as we approach Christmas.

Contrary to popular opinion, the period just after New Year’s Day can be very important for telemarketing.  Millions of people across the UK will be making New Year’s Resolutions.  For a short period, this is a psychological moment of change when buyers will be receptive to new ideas and will often be in the right mood to arrange a sales appointment.

If you need help with the best telemarketing for this period – I’m here to help with your projects – Stephen Law, Freelance Telemarketing Consultant 0870 042 1263 stephen@sl-freelance.co.uk .

Posted in Telemarketing Consultant, Freelance Telemarketing, Telemarketing | 1 Comment »

28/10/2010 by Stephen Law.

More and more people are coming to me for the best telemarketing during these hard economic times.  The best telemarketing is about gaining traction in sales and less about being a spin doctor.  Let me explain why the best telemarketing is more about truth than tricks, and how to make more sales in 2010 and 2011.

Fall of the Spin-Doctors
Prior to 2008, companies were growing at an unrealistic rate and most people just went along with the whole charade, as long as it meant they were making money.  Apart from the few mentally challenged people out there, most people knew that their little semi-detached house wasn’t really worth half a million pounds.  Whilst the going was good, enough people were prepared to believe that Iraq was a threat - and if Homer Simpson had run for President offering endless good times, I’m sure Homer Simpson would be in the Whitehouse.

The slump of 2008 affected most businesses in the UK, but it affected some more than others.  Many marketing companies weren’t really “selling” anymore; they were simply trying to keep up with the ever-increasing demand.  Yet the professionals out there – the small telemarketing agencies and the freelance telemarketing people have always needed to prove themselves.  During the good times, you could just say I’m from “XYZ” well-known brand, and that was good enough for many buyers.

Rise of the Best Telemarketing People
During the tough times, buyers have become more discerning and they want “more bang for their buck” when it comes to telemarketing, along with all forms of marketing.  Two years on from the onset of economic downturn, many companies have gone to the wall; but the best companies and the best telemarketing people are still going strong – but why…?

There are many really good companies out there with excellent products and a first class service.  Previously, they were losing business to competitors that may well have offered a poorer product and a dissatisfactory service.  When the bubble burst – buyers suddenly started scrutinizing every penny, which has led to many competitors going bust.  Every week now, I’m talking to companies who offer a first class service, who are now capitalizing on their competitors going bust.

Don’t believe the Hype
So how are the “bad” marketing agencies and “poor” marketing people trying to fight back?  Put bluntly, they’re trying to use “spin” – or to use an old fashioned term – “they’re telling lies”.  I’ll give an example – this morning I received an email from a company that I’d recently purchased from.  This company used to offer a great product but it was very over-priced.  They recently brought the price right down to a realistic level (and they’re still making plenty of profit), so I bought in their offering.  The problem is that whilst they took on board my request to be more realistic about prices (and I’m sure thousands of other people told them the same thing) – they still haven’t figured out the art of honest lead generation to gain results – let me explain…

The email they sent me said “click here for your FREE training”.  So I clicked on the hyperlink and was looking forward to my “FREE” training – but low and behold, I had to buy another product if I wanted the “FREE” training.  In other words, this wasn’t “free” at all – this was a blatant lie to try and get me to look at another product.  Needless to say, I immediately stuck the sender in to my Spam List and decided never to believe another word uttered by that company.  Like most people in the UK, I don’t believe the politicians anymore and I’m a highly sceptical buyer.  Anyone who comes out with these grossly misleading statements goes straight in to my list of “I’ll never believe another word they say”.

Traction not Spin
I appreciate that “liar” and “politician” have now become interchangeable words for most people in the UK.  Unfortunately, the same thing can often be said of “bad” marketing people.  The best telemarketing is not about fictional “free” offers or trying to deceive prospective clients – this is just a lame excuse for “bad” marketing people who cannot work out why people would want to buy a product or service.

If you are selling a complex offering to an intelligent buyer – you must build up a relationship with your prospective client.  One cannot build a relationship based upon lies.  The real strength of the best telemarketing person, is in their ability to seriously understand what motivates a buyer and to play on your strengths.  The best telemarketing person will endear the most hard-nosed buyer to look at your offering – using skill, wit, charm, flair and understanding.

There’s an old saying that, “You can fool some of the people all of the time, and you can fool all of the people some of the time – but you can’t fool all the people all of the time”.  Please don’t let a “bad” marketing person persuade you to use lame tactics – you risk alienating your clients.  The best telemarketing should gain traction with your clients – so don’t just sit there spinning and going nowhere – gain real traction, real interest, real desire – and base it all on your strength of offering. 

If you need more traction and less spin – contact me for the best telemarketing – Stephen Law 0870 042 1263 stephen@sl-freelance.co.uk .

Posted in Freelance Telemarketing, Lead Generation, Telemarketing | No Comments »

15/10/2010 by Stephen Law.

To gain the best telemarketing, value for money is evidently important.  I’m not discussing “cheap” telemarketing here, but I am discussing cost-effective telemarketing.  Like anything else in life, you get what you pay for – so we’re looking at “value for money” here.

I’ve written numerous blogs below, for those of you who need to know which concepts form the best type of telemarketing - that’s telemarketing for the Complex Offering to the Intelligent Buyer.  This short blog is all about being careful about what you wish for, in terms of cost-effective telemarketing.  I’m going to look at some recent prospects, who failed to establish the right framework for cost-effective telemarketing and why this occurred.

Lean Telemarketing Versus Six Sigma/Cost Cutting
If you’re not familiar with the “Lean” method of viewing business, I’ll explain it in very quick  layman’s terms – it’s about getting everyone onboard from top-to-toe of an organisation, with a philosophy about removing bottlenecks - to increase productivity and working together to be the best.  Although not a Lean Guru, I take a Lean approach to consultative telemarketing.

The concepts of Six Sigma were derived from the manufacturing industry, so I have a number of issues about people applying this concept to consultative telemarketing.  Sure – one could transpose the philosophy of sticking tops on bottles in a factory, to tele-monkeys making calls in a call-centre; but it just doesn’t wash with me, when one is trying to communicate a complex message to a senior decision-maker in a blue chip organisation.  Consultative Telemarketing requires an unscripted and fluid interaction, not a robotic script.  So Six-Sigma get’s the thumbs-down from me.

Cost cutting is another favourite approach by many, which might be viewed as a sensible approach to saving pennies – but does it really apply to consultative telemarketing?  Does bartering a telemarketing supplier down to the lowest possible price really achieve the desired results?

Best Telemarketing Value Case Studies
A recent prospect who took the Six Sigma approach to telemarketing became so wrapped up in analysing every component part of the process that he completely forgot the purpose of the campaign.  There’s an old saying that, “Too much analysis leads to paralysis” – and in my opinion, this is a potential problem with the Six Sigma and Cost Cutting approach to finding value from the best telemarketing.

I had a call from a very nice chap who literally spent hours talking to me on the telephone.  His prime philosophy was all about “Cost Cutting”.  I kept trying to steer him back to “value”, but as a Cost Cutting Expert, he was determined to whittle the price down to a level that would not incentivise anyone to undertake good works for him.  The moral of the tale here, is that it’s good to bargain with people and it’s good to try and get the best deal – but not at the expense of “failure to thrive”. 

When you’re looking for a Freelance Telemarketing Expert – it stands to reason that such a person is often fully-booked; yet the Cost Cutting mentality sees everyone out there as a commodity, to be bargained to the lowest price.  Always remember the difference between “cost” and “value” and you will gain the results you require from telemarketing.  The poor chap who kept calling and could not understand the difference between “value” and “cost”, ended up prevaricating for so long that I was fully-booked and could not help him.  This chap’s inability to understand that a service is not the same as a bar of chocolate (a commodity), led to a classic case of “paralysis through analysis”.  Cost is important, but “Return on Investment” should always take priority over “cost” – put simply, if you cannot afford the best telemarketing person, you should be looking at your business model more carefully.

Best Telemarketing Value – Conclusions
The Best Telemarketing for a complex offering to intelligent buyers, is all about choosing the right person for the job.  By all means, take a Lean approach and look at the most focused and effective campaign.  Your goal should always be clear and based upon a Return on Investment.  Always negotiate the best deal – but remember when buying-in a service that “cost” is not the same as “value”.  Of course, I’m always available to discuss the subject in more detail or help you via my consultative telemarketing on telephone number - 0870 042 1263

Posted in Freelance Telemarketing, Telemarketing | No Comments »

14/06/2010 by Stephen Law.

Constant Cash Flow demands continuous sales – so sales lead generation is paramount to continuity and expansion for any business.   Telemarketing is still the number 1 for lead generation for all companies who offer a complex product/service to an intelligent buyer.  So why does telemarketing work for some people and not others?  What is the difference between Telemarketing per se and Business Development?

Firstly, here are the main criteria for helping you to decide how to use Telemarketing to find new business:

1)      Low Price + High Volume = use a Telemarketing Call Centre or Internal Staff

2)      High Price + Low Volume = use Business Development Telemarketing

3)      Low Price bulk orders + Low Volume = use Business Development Telemarketing

As a Business Development person, if you call me, the first thing I would do, would be to show you the best route to market – and that is not always telemarketing.  I have a reputation in the business as a straight-talking guy who will only help you if there is a reasonable to excellent chance that I can make you money.  Many Telemarketing Agencies or Call Centres will take your money, regardless of whether you are likely to gain a Return on Investment – that’s the first difference between Telemarketing per se and Business Development Telemarketing.

So are all Business Development people like me?  Well, I’m afraid not.  If I had a pound for everyone who has called me with a sob story about how their Telemarketing went badly, I would be a very rich man.  So before you decide to pay for a telemarketing campaign, consider points 1-3 above and ask yourself which form of telemarketing could work for you?

HOW TO SPOT THE DIFFERENCE

I specialise in offering high-end Consultative Telemarketing using a Business Development methodology.  If you sell a complex product/service to an intelligent buyer it’s my forte to find your buyers and put you in front of them.   So when trying to find someone to help you consider the following in making your decision:

a)      Without the best data, any lead generation will falter.  The best Business Development Telemarketing people will have this data at their fingertips at no extra charge to you.  It’s a relative no-brainer to find a Company Director who you want to sell to, but you will often want to sell to a particular title with roles in Operations, Facilities, IT, Telephony, Event Management, and so on.

b)      A good Business Development Director will cost you £50k +++ whilst a Junior Telemarketing person will cost you £9k+.  The key difference is real life experiences.  As an analogy, would you choose a formula one driver for your racing team or a youngster who has only driven cars on his Xbox?    For Telemarketing purposes, you probably only need a good Business Development person for 1 x day per week and as they are only performing the Lead Generation role, you will be paying a fraction of what a Business Development Director would cost you. 

c)       Beware of Over-Promising and Under-Delivering.  If it sounds too good to be true – then it is probably too good to be true.  You’ll always spot a true Business Development Telemarketing person by the way they ask lots of questions and work out the Return on Investment with you before you discuss a contract. 

d)      A low-level Telemarketing person will talk about call metrics.  A Business Development Telemarketing person will talk about real objectives.  A million calls made but zero appointments provide a useless ROI.  Meeting or exceeding this year’s sales targets is the real objective.

e)      Always buy what you hear when it comes to Telemarketing.  If the person who sells you the contract is not on the phone selling for you – ask yourself why?  It takes skill, determination, persistency and the right balance of charm and humour to win business.  Never make the mistake of meeting your Telemarketing person before they have sold to you on the telephone.  A good face2face closer does not make a good telephone closer.

f)       A Telemarketing person will leave you feeling like you are in control.  A Business Development Telemarketing person will leave you feeling confident in their abilities.

If you have a business and you’re not sure whether Telemarketing is for you, give me a call.  I turn away circa 50% of people who call me – but I leave them with other ideas that will make them more money.  You can contact me on stephen@sl-freelance.co.uk or call me on 0870 042 1263. 

Posted in Freelance Telemarketing, Lead Generation, Business Development, Telemarketing | 1 Comment »

04/05/2010 by Stephen Law.

As an SME, how do you use telemarketing targeting to make lots more sales?  Let me explain….

There are basically two main types of people used in telemarketing targeting– what the experts call the “Storm” team or the “Conscript” team.  Think of troops who join an army – one is a volunteer and the other is a conscript.  They’re both soldiers, but one wants to be there and the other has been drafted.  The outcome of battle – in this case, your marketing campaign, will vary greatly depending on which type of people you choose.

Recently, I started helping a client who knew their industry inside out and I was very impressed with their knowledge of how quality telemarketing could help them.  They’d tried different telemarketing approaches for many years and I can say that they were the first client in many years where I could definitely say they knew what they were talking about.  Generally speaking though, such people are rare and that’s where I help.

Each part of the targeting process may seem easy on first appearance.  I still giggle when I’m told “well you make so many calls and out the other end pop sales – that’s how it works isn’t it?”  OK, so most of my clients are not that naive – but most do not truly understand the full mechanics of how to create opportunities by telephone – or rather they understand much of the theory, but perhaps do not understand how to put it in to practice.  For example, I know how to swim, but I’m really not a good swimmer and I’ll never be entering for the Olympics.

Believe it or not, most campaigns are rarely as simple as they seem on paper.  If they were, then everyone would simply figure it out, make the calls and sales would pop out the other end.   In truth, there are many hurdles along the way to working out how to create sales opportunities.  The whole methodology can be split in to a set of processes, but what differentiates the expert from the novice is in the skill of the individual who uses the processes.  Let me explain…

The first process is to find the right data, then you shortlist this using filters such as geography, size of company you want to do business with, and so on.  The difference between the professional and the novice is in what one does with the data thereafter.  The novice telemarketing person makes the calls and logs the outcome.  The professional telemarketing person works on a continuous feedback loop.  Believe it or not, it’s often more important to know why someone said “No” than why someone said “Yes”.

Sometimes, my clients ask me to work out the strategy from day1.  More often, a client has spent hours and hours trying to work it out themselves first then they ask me to fulfil their plan.  The clever clients are those that get me to work it out for them.  Going back to my poor swimming abilities, if you asked me to figure out how to help the British swimming team win the Olympics then I’m a smart guy with an Honours degree, so could I do it?  Of course we both know our team would come last as I may be clever but I just don’t know what it takes to make people swim better.  But ask me how to make people interested in a buying a product or service, then I’m your man - with a 25 year track record of success.

The objective is always clear in telemarketing – to find as many people as possible who want to meet up to discuss buying my clients products/services.  To get this right is the tricky bit.  For example, I had one client whose offering sounded too good to be true.  The problem was how to portray the offering in a way that people could understand, so that they didn’t think I was pulling their leg.  Another client had an offering in a market saturated by competitors so the hard part was to find a way to talk to prospects who would even give anyone 20 seconds of their time.

The feedback loop of market intelligence is always the key.  One has to go over and over the “filters” as to why a customer might buy.  Is it because they live in a certain locality?  Is it because they work in a certain industry?  The novice telemarketing person can burn a big hole in a marketing budget and you may be left with no opportunities, no sales and no idea why everyone kept saying “No!”  So why is it that the “Storm” person keeps winning in such situations?

Whilst the “Conscript” telemarketer is counting the hours until he can go home, the “Storm” telemarketer is constantly trying to figure out how to find the right people and why they will buy.  They look for trends in what people are saying.  They constantly adapt their pitch to suit the buyer.  They constantly adapt emails and feedback as to whether the marketing collateral is working from – is the pdf brochure right?  Is the website giving the right message?  As an SME your greatest strength is to adapt rapidly.  Working with the “Storm” telemarketer, they will find you new opportunities and new ways to make people interested in your offering.

So the next person who tries to sell you “Conscript” telemarketing – think carefully before you act.  Will a conscript be looking at his watch, or looking for a gap in the enemy lines for you to make that big breakthrough?  The Art of Storm Telemarketing is to adapt, adapt and adapt again.   It is said that  “knowledge is power” – so if you really want a powerful campaign – choose your telemarketing people correctly.  A fool can dance around in circles and bring you nothing.  A Rainmaker will bring you some wins – but a Storm-Maker could completely change the way you do business.

Call Storming Stephen Law now on 0870 042 1263 – winning doesn’t have to cost you the Earth.

Posted in Freelance Telemarketing, Lead Generation, Business Development, Telemarketing | No Comments »

26/04/2010 by Stephen Law.

Let me explain the good the bad and the ugly out there in telemarketing in 2010 – so that you can engage the best telemarketing people to make your business money via lead generation.

Firstly, let’s check what to avoid at the extremely poor end of the telemarketing spectrum.  As per my prediction in January 2010, the number of Rookie telemarketing people and awful call centres seems to have spiralled out of control this year.  So my first point is to be wary of the so called “professionals” who suddenly decided to put their details on to Facebook last week and claim to have been doing this for 10, 20, 30 years.  If they started last week, then they started last week – so they’re evidently new to the business and boy does it show!

This week amongst many calls, I received a call from 2 of the worst telemarketing people in history – a Spanish woman who was totally incomprehensible and thought that shouting the same thing 3 times would make me interested?  The second was a young lad from up North who was completely incapable of answering any questions – and he just slammed the phone down when I wouldn’t give him personal data!  I’m getting an increasing number of people asking for help who have just had their fingers burnt with over-promises and under-delivery from seemingly cheap outfits and individuals.

Last month, a chap made a 600 mile trip to come and see me after experiencing the dross of so-called telemarketing companies out there.  This poor chap had been so badly let down by one person after the next that he wanted someone to do the job properly at last.  Generally speaking I don’t meet many of my clients as all business is conducted by internet/telephone, but people are so cautious now that they’re travelling to see me.  

You don’t need to spend hours in a car to meet me, you simply need to look at some basic principles to decide who can help you.  Firstly let’s split this in to 3 categories:

a)      You sell a cheap product and need to sell it in volumes, one-by-one to individuals.  Don’t hire a telemarketing person or a call centre – call me and I’ll help you with Search Engine Marketing that will boost your sales from as little as £250 per calendar month.

b)      You sell an expensive and sophisticated product to intelligent buyers – don’t waste your time with call centres, offshore people with peculiar accents or seemingly cheap people on some kind of pay-per-hour website – call me on 0870 042 1263

c)       If you’re the type of person who needs to be ripped off by someone who overpromises and under-delivers before you take my word for it – please burn a large hole in your bank balance first – then when you’re serious about making money, give me a call and you will be pleasantly surprised at gaining real results for your budget.

If you are serious about creating quality lead generation using telemarketing, take some time and read my other blogs below.  You’ll find ways to sort out the wheat from the chaff and the right questions to ask.

Performed correctly and for the right product or service, the best telemarketing will always provide you with a good return on investment.  As an expert, it’s easy for me to say this, but if you’ve never worked with a professional telemarketing person – give me a call and run through it with me until you have a good understanding, before parting with one penny.  Stephen Law +44 (0)870 042 1263 – website www.sl-freelance.co.uk

Many thanks for reading and wishing you all the best in lead generation via telemarketing.

Posted in Freelance Telemarketing, Lead Generation, Telemarketing | 1 Comment »

03/01/2010 by Stephen Law.

Hi, Stephen Law telemarketing expert saying Happy New Year to everyone.  As an award winning telemarketing and sales expert of 25 years, I’ve seen a lot of telemarketing people come and go.  The recession of 2009 appears to have increased the number of freelance telemarketing people out there along with the number of boutique telemarketing agencies.  But is it a good reason to become a professional telemarketer because you were fired from your job?

During 2009 I received numerous calls from would-be telemarketing people trying to find out how I do my job for a living or wanting to join me.  It was as if the recession had driven all the aggressive, nasty and stupid people to take this up for a living.  I even had one chap who started using very rude words when I told him politely that I did not want to tell him all my trade secrets or teach him for free!

The upshot is that you can expect a lot more choice out there in 2010 if you want to find telemarketing people, but more choice doesn’t necessarily mean better service.  This is an important concept to grasp – make sure that you are comparing like-for-like when you seek help with telemarketing.

As always, I’m still offering my inimitable brand of Consultative Telemarketing – highly focused to reach the right objectives.  I’m sorry to say the bar has lowered somewhat in your choice of my competitors for 2010, with a plethora of very basic “scatter-gun” approach individuals and agencies joining the market place.  I’m also offering a new service that I piloted in 2009, that goes beyond the realms of what any other telemarketing professional is offering in the UK.  For the very complex sale I’m employing a new concept that is working well for the guru’s helping the top 100 USA corporations.  Fortunately, I’m not yet charging the same rates for anyone using this enhanced telemarketing strategy - so grab my help here at a hugely discounted rate whilst you can.

My prediction for this year is that you’ll find a lot more choice out there when you’re seeking the best telemarketing in 2010.  I think the markets will pick up this year, but not as rapidly as some people are hoping.  I think we’ll see some of the top telemarketing people (such as me – www.sl-freelance.co.uk 0870 042 1263) losing a bit of ground to the newbie telemarketers at the start of the year.  By the end of 2010, I predict that many of the newbie telemarketers will be running back to 9-5 jobs faster than they can be sued for overpromising and under-delivering.

With the right telemarketing people helping you, a strong offering, and a good sales team, 2010 will bring out the best in telemarketing for you.  Be wary about setting your expectations too high and be ready to “do deals”.  The recession is not over yet – so if you insist on maintaining your prices at the same level and do not offer any incentives, don’t expect buyers to bite your hand off like they might have done in 2008.  If you’re wary of damaging your brand by offering any incentives – that’s a valid stance, but make sure you bear that in mind when setting your objectives. 

The same rules as ever apply out there when looking for the best telemarketing.  Makes sure you know who is making the phone calls for you – it’s all well and good speaking to a brilliant telemarketing manager – but will they be the one making the calls for you?  If you choose freelance telemarketing  (someone like me www.sl-freelance.co.uk )– you’re guaranteed that the person you work with is also making the calls for you.

Finding the best telemarketing people in 2010 still comes down to your judgement of them on the telephone when they talk to you.  If you call a telemarketing person or a telemarketing agency and you are bored or aggravated – the chances are that this is how they will behave towards your prospective clients.  So if you’ve been on the telephone for 15 minutes, the time has flown and you like what you are hearing – let them close you and you know they will close your clients.

Like many people, I want to compare like-for-like.  I get very frustrated in a supermarket if one packet of biscuits is priced per biscuit and another per gram.  So here’s a quick checklist for you to choose the best telemarketing for 2010:

1)      Are they assertive or aggressive?

2)      Did they interest you or bore you?

3)      Did they ask key questions by charming you or being too pushy?

4)      Did they close you on the next call to action or leave you wondering what the next step is?

5)      Did their explanation of how to generate opportunities leave you feeling excited or confused?

6)      Was the conversation all about metrics or objectives?

7)      Were databases, pitches, campaign emails, calls – all inclusive or an additional cost?

      Would you want that person representing your business?

This is not an exhaustive checklist for finding the best telemarketing in 2010, but if anyone you speak to scores 8/8 then shortlist them immediately. 

If possible – DO NOT MEET UP WITH ANYONE until you’ve covered the above checklist by telephone.  Remember that the best telemarketing people are going to help you on the telephone not in the field.  A face2face meeting before conducting this process could seriously provide you with a false impression of their telephone capabilities.

Finally, the best telemarketing people will do their best not to over-promise.  I’ve lost count of the number of people who’ve loved me initially on the telephone, gone with someone who over-promised, then returned to me to do a proper job.  Instead – try a pilot (a short trial) on telemarketing of about 4 days work – this will be your final decider on who’s the best telemarketing person for you in 2010.

If you want to short-circuit your learning curve – call me on 0870 042 1263, I’ll give you an honest account of the best people out there and you can compare them yourself.  Bear in mind that I work for the top UK agencies, so I’ll happily recommend them for you.  Better still, come to me direct and you’ll be even happier with my direct rates – www.sl-freelance.co.uk.

Happy New Year and happy hunting.

Posted in Freelance Telemarketing, Lead Generation, Telemarketing | 1 Comment »

10/08/2008 by Stephen Law.

When you hire freelance telemarketing experts like SL-Freelance, what do they mean by ‘Consultative Telemarketing‘? I’ll try and explain the nuts and bolts of the approach.

The first element of a Consultative Telemarketing approach is to determine whether this approach has a good chance of providing you with a decent Return On Investment (ROI). The second element is to gain an understanding of your business, to find all the key points that will lead to success. The final part of the approach is in applying proven techniques to implement the process.

So let’s start with ROI. ROI is always the name of the game. If there is no chance of you gaining a return on your investment in Consultative Telemarketing, then you should be looking at alternative routes to market. Hence the first and most important aspect is whether Consultative Telemarketing is right for your business model. ROI in its simplest form is a mathematical equation of - ‘Benefit of Telemarketing minus Cost of Telemarketing‘. If this equation provides a positive outcome, then you are on the right lines.

Let’s give a simple example here - You decide to spend a budget of £2k to try Consultative Telemarketing. During the campaign, 10 appointments are made for you which you attend. Let’s say that you are not the best sales person in the World, so during the campaign you close 2 sales, the value of which is 2 x £10k = £20k. Your profit margin on the sales is 40%, so you make £20k x 40% = £8k. You deduct your travel expenses of £2k and you deduct the cost of Consultative Telemarketing of £2k - that’s £8k - £2k - £2k = £4k.

Now of course, everyone’s business model is different. We don’t all sell products for £10k a sale. Neither do we all close 1/5 sales. The reality is more complex, but this should give you a good idea of Return On Investment. Simply replace the figures above with your model to gain an idea of what is feasible. To put it in simple terms - if you are selling a product or service that has a medium/high sale value, with a reasonable profit margin, then you are on to a winner. If you are selling a low value product or service - then there is little point racing round the country trying to sell it and paying for telemarketing on top.

If at this point, you have realised that your product sale value is very low, then you should be considering alternative routes to market. If your sale value is middle to high, then read on. The next step is for the Consultative Telemarketing person to look deeply in to your business offering.

We’ve already agreed that your sale price justifies paying for Consultative Telemarketing, but let’s just clarify here why you should be choosing Consultative Telemarketing over bog standard Call Centre Telemerketing. In essence, the higher the value of the sale, the greater the chance that the Buyer will hold a more senior position within the organisations that you are trying to sell to. That means the telemarketing person must be of a high enough calibre to communicate with such people at their level. Moreover, a relationship (both rapid and long-term) must be built up with the Buyer. The vast majority of call centres simply don’t have that ability on a consistent basis.

So the Consultative Telemarketing approach is right for you so far. Now comes the part about finding about more about your business. For the non-sales person, it can often seem difficult to grasp the concept, that an outsider can often sell your business better than anyone in your team. But if you think about this logically - it applies to all professions. After all - if you could look after your accounts better than a skilled accountant - why outsource this task to an accountant? In a legal case, you know far more about the problem - so why outsource this to a solicitor? The answer to these questions is obvious - you may know more about your business than an accountant, a solicitor or a consulatative telemarketing person - but you are not an expert in applying that knowledge to gain the outcome that you desire. Just as an accountant or solicitor would take the time to understand the salient points necessary, that is exactly the process followed by a skilled Consultative Telemarketing expert.

At SL-Freelance, we would spend an appropriate amount of time right at the start, in understanding all the key points of your business. We don’t need to be you or have all the knowledge in your head - we just need the salient points that will gain the outcome you desire. We will talk to you about the geographical area your company works in, build a profile of your ideal customer, and so on. In essence, we will hone in on who you are trying to sell to and why they should be buying from you.

The final stage is to set up and implement the telemarketing campaign. Consultative Telemarketing generally follows what is known as a ‘Call - Email - Call’ scenario. Of course a good telemarketing person will always be looking for any early or easy wins. However, the vast majority of prospective customers will need to be ‘courted’. They are possibly about to spend a lot of money with you, so they want to feel comforable that they are making the right decision.

Firstly your prospects will want a proper introduction by telephone - a brief discussion of the benefits of doing business with you. Then a little more flesh is put on the bone with an email and maybe an electronic brochure. Finally, another call at the right time, puts them in a position where they want to meet up with you Face2Face to talk terms and prices. That’s what we call, a ‘Call-Email-Call‘ scenario.

So let’s recap - first check that the Return On Investment looks promising. Then a Consultative Telemarketing person focuses on the key aspects of your business - to find the right prospective customers for you. Finally, a succesful formulae of call-email-call starts bringing in the business. Now I know I’ve tried to simplify this for you. So I will be discussing more ideas in detail on this blog. If you want to know more right now - call SL-Freelance today on 0870 042 1263, go to www.sl-freelance.co.uk or email me - stephen@sl-freelance.co.uk .

Posted in Freelance Telemarketing, Telemarketing | No Comments »

16/07/2008 by Stephen Law.

Let’s face it, most people hate undertaking telemarketing or telesales themselves. But there is a huge difference in the telemarketing industry between what is known as - Consultative Telemarketing - and using the services of a Call Centre. I’ll explain the difference and show you how to get the best results from Telemarketing.

I don’t remember anyone at school, college or University teaching me how to use a telephone. The telephone is one of those every day tools, that is so familiar to us all, that we simply assume that everyone knows how to use it effectively. I’m not necessarily talking about how to dial a number or pick up the receiver. I’m talking about effectively communicating with another person on the telephone.

We’ve all chuckled seeing Grandparents call long-distance and YELL down the phone - as if their voice has to be loud enough to reach us 100s of miles away. But it’s quite common to call a major corporation or government office, only to be met by a feint murmur from the receptionist - or worse still - a receptionist SHOUTING at you. These people are paid good money to represent their organisation every day - yet if they are unable to answer an incoming call effectively, then think how many more skills are required to sell a concept or product via telephone?

Telemarketing is like any other industry - there is the high end and the low end. We all hear about football stars and their glamorous lifesytles, but for every high-profile professional there are literally millions of amateurs out there. The difference in the telemarketing industry, is that the fame (or rather infamy) generally goes to the millions of amateurs rather than the professionals.

How often has your evening meal been disturbed by someone trying to sell you a mobile phone package? Just when you wanted to settle down for the evening - you receive a call from someone who can barely speak or understand English. Worse still, you might recieve an automated message where a voice recording simply spews out nonsense - from a robot that cannot even talk back to you! This is a million miles away from Consultative Telemarketing.

So why is it that corporations large and small always come back to telemarketing? If the industry is so awful, then why use telemarketing at all? The simple answer is that when used correctly, telemarketing is probably the fastest method to increase sales. To use the football analogy again, do you think a premier league manager would ask his next-door neighbour’s grossly overweight lad to play in the next match - just because he’s available and cheap? The obvious answer, is that anyone of sane mind would hunt around for the best person and not simply take on the first person available. There is only one winner in a football final and there is only one winner in business. There is no second prize if you don’t win a sale!

So this brings me on to discussing Freelance Telemarketing. Are all Freelance Telemarketing people better than using a Call Centre? The simple answer is NO! It’s really about deciding whether the product you are trying to sell requires the ‘consultative telemarketing‘ approach or not. If you are in an industry of ‘pile em high - sell em cheap’ - then by all means find a really low-end call centre in Mumbai - personally I think you’d get better results from direct mail or advertising - and less animosity from your customer database.

If you are serious about your offering - you have something interesting to sell, that requires explaining a concept to intelligent people - then you must seriously consider using a freelance telemarketing person or team. I’m not saying there aren’t any decent Call Centres out there - but on the whole they’re populated by people who work there as a stop gap between jobs.

So what makes a Freelance Telemarketer different? At the beginning, I told you how I was never taught to use a telephone at school, college or University. I also spoke about how most people don’t like undertaking telemarketing themselves. Due to the infamy of the low-end telemarketers - the industry has a bad name. If your son or daughter anounced one day that they were going to become a doctor, and spend years training to be the best doctor - you would probably be elated. By the same token, if your son or daughter anounced taht they were going to spend years training to become the best freelance telemarketing expert - would you be quite so happy?

Ask any Managing Director who built a business from scratch, whether he began by calling companies to do business with them. Most MD’s started by begrudgingly picking up that telephone and making calls. The funny thing is, that those calls probably put them on a road to wealth, more than any other thing they did. So it’s really all about perception. We know that telemarketing is important. We know it can be the difference between success or failure of an enterprise - but with such a bad rep’ - are you beginning to see why few people take up consultative telemarketing as a serious profession?

A freelance telemarketing expert (like me) has probably studied sales psychology, rapid-learning techniques, opening and closing skills, etc, etc. They’ve probably spent years learning their trade - and here’s the major point - they like it! I love telemarketing, and the more high-tech and complex the offering, the more I enjoy it. So the first question you need to ask, when searching for a freelance telemarketing expert is - “do you enjoy what you do?”

We all have our good days and bad days. But if you seriously believe that any professional footballer is only in it for the money - then please don’t ever call me about telemarketing. We all need to earn a living, but you will never get professional results from someone who has no passion for their work. Choose the best, choose someone who is passionate about their work - choose SL-Freelance.

Posted in Freelance Telemarketing, Telemarketing | No Comments »