TELEMARKETING ARTICLE
The National Do-Not-Call Registry has been in force for a year. Tens of thousands of companies have made adjustments to comply. In a do-not-call world, how does an enterprise make pleasant and productive telephone contact with prospects and customers? A company can use segmentation, modeling and individualization to differentiate subgroups among those most likely to buy, as well as to craft offers and scripts that are of particular interest to each group. Marketers can also circumvent cold calling by using direct mail or e-mail to get consumers to call them. Who companies are allowed to call affects how they should call, specifically their offers, scripts and sales goals. Six keys to successful calling are presented: 1. Have a good reason for calling. 2. Construct a great offer. 3. Introduce the company/ offer before calling. 4. Empower reps to engage in meaningful dialogue. 5. Call the right person with the right offer. 6. Use the golden rule. (click here for full article)