Telephone conversations are incredibly powerful – but also incredibly expensive. If you don’t approach making phone calls the right way, you’ll succumb to the decreasing ROI that is telemarketing.
Why does telemarketing have such a rapidly decreasing ROI?
- Prospects are great at hiding
- Research and brand preference are done by search
- Closed, profitable deals are rare
It’s better to approach the calls as “teleSURVEYING” calls versus “teleMARKETING" calls.
That is, use the phone to:
- Gather intelligence
- Gather contact info
- Gather sentiment
- Gather intent
You may find a lead, but that shouldn’t be your goal on the phone – use the telephone for the powerful research weapon it is and you won’t be disappointed.