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Business Development Consultancy |
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Outsourcing or Abdication?
It takes a special kind of person to relish the prospect of cold calling for a living. Whilst seasoned sales professionals take it in their stride, the average new business owner would prefer the idea of someone else making all the calls and just turning up and putting the ball in the back of the net!
If the business owner has a clear sales and marketing strategy and are able to provide a proper brief then outsourcing the cold calling can prove to be very effective. A common problem, however, is that the business owner is confused as to how to sell their product or service and wrongly assume that the telemarketing company will work it out for them. As a consequence, engaging an outside company to do telemarketing ends up being a rather expensive exercise.
'Always find out about the set-up process' says Richard White of business development specialists Pro Excellence. 'If you do not have a clear Sales and Marketing strategy and the telemarketing company do not produce one for you, you could be in for a disappointment - and a big bill with nothing much to show for it. A good sign is where there is a clear setup process. This normally costs though.'
White explains 'In many cases, the people making the calls will just do as you ask them. They will seek meetings but they will be poorly qualified and you end up spending a lot of time and money and not much to show for it'
Richard White advises business owners not to abdicate their responsibility to determine their own sales and marketing strategy and to approach telemarketing companies from a point of strength rather than weakness.
According to White, without a proper sales and marketing strategy in place, the arrangement normally ends in tears. With a proper brief, most telemarketing agencies can get great results.
'My advice is for any company considering using an external resource to do cold calling, or any other form of promotion for that matter, to invest in developing a sales and marketing strategy beforehand' comments Richard White
Pro Excellence are able to facilitate the development of a sales and marketing strategy and offer an affordable service of developing briefs for use when outsourcing telemarketing. For more information contact Richard White at rwhite@pro-excellence.com
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