There is doubt about outbound sales, whether it can have an impact on a brand positively or negatively. Through 13 years in the contact centre industry, I can tell you that my experiences have been both. A very positive observation is that potential customers are getting more well informed about products and services and that they are more selective when it comes to considering the value of products and services offered.
Because of this, it is easier to have a dialogue with customers through telemarketing since they are getting more aware that such services are being used for advanced products that mutually benefits both the buyer and company offering them. I will in this post explain why, this based on my experiences while working for the world's largest outsourcing contact centre provider, and in close collaboration with the industry's political and professional support organisations.
It is about the people in all three parties: a brand owner, vendor and the customer.
We know, it is about building, developing and sustaining a brand that reflects your values, principles and which effectively persuades customers to be loyal and purchase your products or services.
In order to manage, develop and moving forward your brand, you must have a clear understanding of its position in the marketplace today and a detailed strategy. Significantly important to understand what exactly differentiate your brand from others. Based on that you must create clear messaging communication targeting your end customer. Next step – to develop a plan how to reach your brand goals in a realistic and organised fashion.
Considering this, it is important to find the right and effective channels to cover this need. Handling outbound calls to your customers in the right way will enable you to understand where your brand is positioned in the market. As a bonus, it will also lead to a direct sale of your products or services.
When applying this method, your money is spent wisely on marketing that is targeted, sharp and efficient because you have a sophisticated understanding of the marketplace, your product or service and your strategy.
To succeed it is essential that the brand ownership among your employees be at a very high level. Failing at this point might give you the opposite effect and even damage the brand.
The same applies to the telemarketing vendors. One of the key success factors is to create a brand ownership among the employees. Being a part of a provider of outbound services I have experienced that good IT systems and quality monitoring are essential to ensure that all employees are selling the brand in the best possible way.
The supplier management discipline focuses on best practices in four key areas: contact, performance, relationships and risks. Good vendor management prompts providers to deliver you products or services at the optimal level of quality, within the required time frame and place at the best price.
Although the management tools, human resources and departments that organisations engage to achieve these goals will vary significantly across businesses, all personnel who responsible for these functions must coordinate vendor information and interactions across departments to ensure that the organisation maximises each vendor's strategic value, while minimising risks.
Customers are just like you. Start accepting this, and your outbound team will dramatically increase their understanding and see the customers perspective and be able to handle the call in a way with the value that brand owner will appreciate.
When customers receive a call to a cell phone, it will often result in a first reaction where the customers are somewhat protective and suspicious. One of the first major task for the agent is to create a feeling of trust and safety for the client during the first few seconds of the call.
In practice, all consumers are running their own small and private, yet crucial business imperium, trying to increase revenue and reduce the cost for their household. In these surroundings performance and relationships are as much valued as it is for brand owners and vendors.
With common challenges and needs, I would say that vendors, customers and brand owners can understand each other, and I am sure they do… At least, when the interactions are handled in a professional way.
Please leave a comment with your thoughts or any ideas I may have missed. You can comment here on my LinkedIn profile or get in touch directly.