What Issues To Expect Employing Voice Blasting To Create Leads
A common expectation among new autodialing broadcasters or businesses thinking about employing voicemail broadcasting is that the biggest portion of their transferred calls will end up being worthwhile leads. In most cases this is far from true. Nonetheless, despite the fact that a minority of responses prove to be quality leads, autodialer broadcasting can be utilized profitably in many situations, given a sensible approach and sound business systems.
If a telemarketer is dialing a pitch to live-answered numbers only, and receiving press one live transfers to sales staff, we've seen many winning campaigns that receive only a 15%-25% "long call value". (Here a long call is characterized as a call where both individuals are on the call at the same time for a minimum of 1 1/2 minutes.) And this is not to mean that most of the "long calls" turn out to be classified as quality leads by the telemarketer. Far from it. Some telemarketers have told us that many times only 1/2 or even less of the long calls are qualified leads.
This is why it is essential that a concern think about their business measurements carefully as they launch a voice broadcasting program. For example, if their effective cost for a "long call" is $25, and 1/2 of them are quality leads, and they can at the end of the process sell 1/4 of the qualified leads, then the cost of a sale for them is $200. If the profit for a single deal is not a lot higher than $200, their own business systems may make it impossible to employ voice broadcasting profitably.
These numbers will change radically among industries, and are affected by both the pitch along with the target dialing list. For example, the make believe firm "Wonderful Web Widgets", wanting to sell website services to small business, would be wasting money to dial a campaign to an "all businesses" list, since such a list would include large firms (which they're not targetting), along with numerous small businesses that have not found a need to have a website.
Why send a message to beauty parlors and accountants if these types of businesses aren't usually concerned with websites? This simply raises the cost of the reduced number of quality leads that are produced.
Another thing to deliberate is the mode of the telemarketing program. The example above concerned a message delivered to live-answered phones. How about answer machine / voicemail broadcasts?
For most industries, the response value for the live delivery - live transfer broadcast is between 0.6% and 1.0%. Which turns out that for every 100 calls delivered to a live answered number, there is less than 1 transfer.
For a program that delivers pitches on answer machines, the numbers will be significantly lower, since the listener will have to have enough concern to write the callback number down, and finally dial it back, taking much more work than simply "pressing 1" when hearing a live recording. These results are impractical for us to track, since the calls back to the broadcaster don't require our phone system, but telemarketers who use this technique have confirmed to us that the call back rate is probably 1/4 to 1/3 of the live transfer rate for a similar recording.
For a person thinking about working with pre-recorded telemarketing as a lead production method, the recording is essential, the target market is critical, and the basic business systems are usually the most essential factor to debate when planning a lead generation campaign.
David Seldon operates LivePhoneLeads.com providing voice broadcasting services for businesses. Find more informative articles about voice broadcasting at Live Phone Leads.
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