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Successful Telemarketing


At some point in a business’s lifetime someone has got to pick up the phone or knock on the door of potential businesses.

However, whilst many people don’t enjoy that aspect of business, The Lively Crew sales team loves to talk and more importantly convert those conversations into potential new leads, even if you don’t.

Whilst much maligned by those who don’t enjoy picking up the phone, telemarketing remains one of the key ways to promote and drive business, providing cost-effective and measurable results. Successful use of the telephone to prospect and generate leads for your business requires a little bit of planning before you pick up the phone, and adherence to some basic rules once you do.

There are a number of individual elements that together contribute towards maximising the results of a telemarketing campaign, below is a guide to some of the most important:

1# Target the Right Prospects
Before you speak to anyone, work out who it is you want to be speaking to. It sounds obvious but focus on companies that are most likely to be interested in your solution. Before you pick up the phone think about the kind and type of businesses you want to target then structure your prospects by industry, size and location, putting those you think you will have most success with first. It is here that The Lively Crew’s access to over 11,000 businesses across Norfolk through the BOLD Online Business Directories, comes into its own. We have access to the data, in an easy to sort format and can provide you with the contacts you want, listed in the order you need them. Our data gets you straight in front of the decision maker, saving you hours of calls to a friendly but ultimately unhelpful receptionist.

2# Structure your call
Put the phone down! Now you have your contacts sorted, think about what messages you want to get across. During this process it is helpful to imagine that you’re the prospect receiving the call - you probably get lots of calls each day. In order to stand out it is therefore vital that the seller grabs your attention and engages with you within the first 30 seconds of the call. If they don’t, you’ll cut them short and end the call.

Furthermore if you know the structure of the call before you dial, you will be better prepared for steering the call towards your intended destination – making the sale or securing the lead.

As a guide the below is a professional and positive way to structure your call:
  • Introduce yourself and where you are calling from
  • Highlight the relevance of your call, for example how your call will benefit the person you’re speaking to or your experience in their sector
  • Explain in simple and concise terms the benefit, but not the features at this stage, of how your solution or product will help them – this is known as `The Hook`. Keep it short, clear and precise.
  • Qualify their interest and gain their consent to discuss the reason for your call in more in detail.
This process should take an absolute maximum of 30 seconds. Once you have qualified they are interested in learning more you will be able to have a more detailed conversation without needing to rush through your pitch, or agree a time that is convenient to have the conversation.

If you rush into complicated details too quickly, you are likely to confuse, or worse, irritate the person on the other end of the phone. Keep it short, sweet and leave them wanting more.

3# Be Clear on Your Call Objectives
Many B2B prospecting telemarketing cycles follow a similar pattern:
  • Identify the Decision Maker within the business you are calling
  • Engage & qualify
  • Send literature (email or hard copy)
  • Re-engage, re-qualify and progress to a meeting

Once you have delivered your pitch you need close the conversation by gaining the prospects consent to move to the next stage of the process. This can mean obtaining the correct address to send literature to, or just a more convenient time to call back to discuss the reason for your call with the appropriate person within the business. Successful telesales relies on not just one intense call but on building a relationship with the prospect. So before you call be clear on whether your primary call objective is to arrange a meeting, to qualify their requirements or to simply gain the prospect's consent for you to send some literature and follow up and structure the conversation accordingly.

4# Set Achievable Targets and Measure Your Performance
Productive telephone prospecting is a discipline. You should be making a minimum of 30 calls per hour and within this you should be reaching 5 decision makers and advancing the process to the next stage of the telemarketing process.

To help you achieve this set goals covering your key metrics that you need to achieve each week, such as:
  • Total number of calls made
  • Decision Maker contacts reached
  • Literature requests sent
  • Conversations to meetings/quotes

So for example, within your business, or to reach your goals within your telemarketing budget, you may need to speak to 25 Decision Makers to find one, fully-qualified prospect, who is interested in your solution.  Therefore, if you can reach 5 Decisions Makers per hour by phone, you need to commit 5 hours productive calling time (coffee, toilet & cigarette breaks don’t count) in order to generate a one good lead (5 x 5 = 25 = 1).  So if you want to achieve 10 good leads per week of telemarketing activity, you'd need to commit 50 hours per week to prospecting otherwise your sales targets will be missed.

What are the alternatives?

1.    Give up, get out of the business… As we said at the start, at some point in the life of every business, somebody is going to have to pick up the phone and let people know you are there. So option 1 isn’t really an option at all. If you are in business, you will need to be on the telephone.

2.    Find another way to generate leads. As a full-service marketing agency, we know there are lots of alternatives to telemarketing. However, as we tell everybody we speak to, a successful and cost-effective marketing plan needs to involve an integrated approach, across a variety of techniques and platforms. Remember, not everybody reads the news, not everyone uses the internet, not everybody watches TV or listens to the radio. It is therefore vital you speak to people where they can and will listen. Also remember if successful marketing was easy everyone would be doing it… However all is not lost!

3.    Get some expert help. At The Lively Crew we have over 30 years marketing experience working throughout the UK. We are a competent and proven team of qualified marketing and sales professionals with a no nonsense approach to delivering measurable results for businesses of all sizes with tailor made planning and execution and always to budget.



Published on 14-Sep-2012 12:00 with No comments  
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Broadland Council to Launch Environmental Network with Free Event


Broadland District Council are launching a new Environmental Network aimed at sharing best practice and lowering business costs across the business community.

Broadland businesses are being invited to the free launch event of the on Wednesday 12th September 2012, taking place at The Space, Norwich from 8:30am-11am with breakfast provided.

Adapt Low Carbon will give an introduction to achieving good environmental practice, this will be followed by 2 local business case studies. Presentations on D & F McCarthy and Barnwell Print will show what they have achieved environmentally and the business benefits of doing so, sharing best practice.

The event will provide an opportunity to find out more about how your business can reduce energy, resource and fuel use and the assistance available to help you do so. There will also be an opportunity for you to ask questions and put forward your view on how the Environmental Network could be tailored to best support your business.

At the event you will also be given further information on joining the network and how we will continue to support you with relevant events on a range of environmental topics, and an online forum with regular new updates of assistance and opportunities available.

To book your free place at the event please email robert@thelivelycrew.co.uk. Places are going fast so to avoid disappointment book your place ASAP.



Published on 10-Aug-2012 12:00 with No comments  
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Did you have your say on Government Red Tape?


Did you have your say on Government red tape at this morning's Broadland Business Forum?

Over 60 local business leaders came together with Broadland District Council to discuss the effect red tape is having on the business community both in Broadland and across Norfolk.

Councillors from the Local Authority met with business leaders in an open table format to work through any problems businesses face in their day-to-day operations and what the Council can do to help grease the economic wheels of the region.

The next Broadland Business Forum is due to take place on Wednesday 31st October 2012, whilst similar events will be taking place in Breckland (5th September) and South Norfolk (19th September) in the coming months.

For more information on the Online Business Directories we run to bring businesses together and provide marketing support, across Norfolk, please call Robert on 01603 702374 or email info@thelivelycrew.co.uk



Published on 18-Jul-2012 12:00 with No comments  
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Broadland Business Forum enjoys networking with a difference


The Broadland Business Forum, which is run alongside the Broadland Online Business Directory enjoyed a day on the Broads on Wednesday 25th April, when they met at the Norfolk Broads Yacht Club for the quarterly breakfast forum.

Alongside the chance to hear from some top speakers on tourism in Broadland, including Barbara Greasley of Norfolk Broads Tourism and former Radio Norwich DJ Steve Bradley, members also had the opportunity to enjoy Wroxham Broad with a trip out on boats provided by the speakers and the Yacht Club.

The Norfolk Broads itself, is looking to expand its global appeal with a raft of initiatives, which were announced by Norfolk Broads Tourism Chairperson Barbara Greasley during the Broadland Business Forum at the Norfolk Broads Yacht Club.

“The Norfolk Broads is a jewel in the crown for this part of the world. James Berresford, CEO of Visit England vacationed on the Broads with his family in 2011 and will return this year and we need to ensure that others follow his lead. That is why we set-up the Broads Tourism Forum in 2005 and are continuing to grow our links with local businesses. Recently we have pioneered the Broads Quality Charter, which works with local eateries to promote locally prepared food and are expanding the Broads Outdoor Festival for 2012” announced Barbara.

Barbara also asked local businesses to get involved with the Broads and announced the new ‘Nuture the Broads’ fundraising initiative. “We are acting to safeguard the future of the Broads and are looking to raise funds specifically for protecting the Norfolk Broads unique character. We are working with local business to promote the scheme and are running initiatives such as a £1 donation on every hotel booking, to help safeguard a valuable resource”, adding “in 2009 the Norfolk Broads attracted over seven million visitors, who brought over £419m into the local economy, we want to ensure that this number grows each year whilst the Broads remain the uniquely special place they are today.”

The Broadland Business Forum also heard from former Radio Norwich DJ Steve Bradley, who has recently hung up the headphones after 15 years on the airwaves to set-up a luxury charter business on the Norfolk Broads.

Steve, who has recently passed his professional boat skipper qualifications, gave an example of how local businesses working together can maximise the benefits the Broads ever-increasing profile brings. “We work very closely with Horning Ferry Marina and the local eateries and hospitality venues along the Broads, to launch and of course at the end of a long day on the water, there is no better place to retire to for a meal and a nightcap than a local watering hole. It is a two-way relationship and everybody wins.”

Whilst the Broads are seeking to build their national and international profile, local people aren’t being forgotten, with local sailing clubs also opening their doors to encourage as many people as possible to experience the beauty that is on their doorstep.

“There are people who have lived their whole lives in Norwich and have never been on the Norfolk Broads” insisted Norfolk Broads Yacht Club Rear Commodore Malcolm Kemp. “The days of having to be interviewed before you are allowed to become a member are long gone and we are keen to encourage as many people as possible to enjoy Wroxham Broad. To celebrate the Diamond Jubilee on the 2nd June, we will be hosting an Open Day for members of the public to come along and try out the activities on offer. We also have seven wherries visiting the Broad, completing the spectacle.”

Broadland District Council also used the event, featuring over 70 local business leaders, to announce a new Environmental Business Network, designed to allow businesses to share best practice, to improve the economic and sustainable performance of local business. Kirsty Burns from the Council stated “we want this forum to be very interactive and provide a platform for businesses to ask questions of the Council’s environmental team and liaise with each other to boost business performance.”

The Broadland Business Forum is part of the BOLD Directory Group, which covers over 11,000 businesses across Norfolk. The Forum brings together over 70 local businesses at a series of events, to foster closer links between the public and private sectors across the region. For more information on how you can become part of this burgeoning business community, please contact Robert Ediker on 01603 702374.



Published on 30-Apr-2012 12:00 with No comments  
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Why Does Your Business Needs Social Media?


Courtesy of Vicky Anscomb and the Eastern Daily Press:

"Social media’s a bit of a tricky one when engaging with a client for the first time. They’ll probably be familiar with (and keen to hear about) PPC, SEO and site design, but when it comes to social media, they may well lean forward with narrowed eyes and ask the dreaded question, ‘But why do I need social media?’

This is the time to stop wittering about ‘brand awareness’, ‘community cohesion’ and ‘moving forward with technology’, and time to bring out some solid reasons that companies should be on board when it comes to social media. It’s not enough to claim that everyone else is doing it, and it ‘makes a difference’. If you’re looking to impress in any upcoming meetings, the following points are sure to win over clients:

Firstly, there are mind-boggling numbers of people using social media. At the time of writing this, Twitter has over 100 million ‘active’ users (users who log in once a month) and Facebook has approximately 794 million users. These are people that you ignore at your peril - they’re out there, and it’s up to you to try to find them, and then harness their buying power. Refusing to engage with social media users is like knowing there’s a packed shopping centre in town full of browsing buyers, but point-blank refusing to set up a shop there just because it’s new and a bit daunting.

Secondly, you’ll be able to get a better idea of who’s interested in your brand - and you’ll know who to target in the future. Facebook Insights, Sprout Social, Brandwatch and other applications that measure social networking analytics can not only show you the gender of the people engaging with you, but their age, where they’re located, the main languages they speak, and the medium they’re using to surf the web. This is especially handy if you’re wondering why the app you’ve launched hasn’t taken off (users using desktop computers) or nobody’s writing lengthy chunks of text on your Facebook wall (smartphone users).

You can also get inside peoples’ heads. Not many customers will take the time to fill in a review or a long survey, but they may well respond to a tweet or update that asks them what they think of a new design. You’ll also find that you receive both good and bad feedback, and how you respond to this will shape how your customers see you. If you’re able to placate a furious customer with some excellent, speedy customer service, you’ll not only win them round, but anyone else who sees that you’re bending over backwards to assist them. Social media allows a level of transparency not often seen in communications between customer and vendor, so use this to your advantage.

Tools such as Twilert and Tweetbeep can let you know when people are talking about you - and you can set up alerts for people talking about the products you sell. So, if you see a tweet from a local person wondering where they can find [insert your product], you can neatly introduce yourself and politely ask if you can help. These tools enable you to be the butler at the party - you can overhear everyone’s conversations and step in when you feel it’s appropriate. Just be careful not to overdo this side of things, or your Twitter timeline will become a sad pool of desperation.

If you want to be seen as a leader within your field, you have to remember that your opinions are worthwhile - and you should respond to industry developments at the earliest opportunity. It’s far easier to send out a quick update on Google+ or Facebook than it is to draft a blog for your website, and your customers will see your passion for your business. If you’re making a particularly strong point, or one that generates discussion, all the better - your views will get shared, driving more people towards your social media - and your website.

If you’re looking for fresh talent, especially in the social media and online networking sphere, you should be using social media to try to find your next big star. More and more businesses are using their social media accounts to search for employees, as it’s free, the word is easily spread, and it’s a great way to drive people wanting new information to your website. Plus, it’s a very promising sign if you manage to find someone through social media as it shows they have a good understanding of the medium - and its potential.

Finally, don’t forget that the speed of social media can make it behave a bit like Lassie - it can let you know that something’s wrong long before you even have an inkling of disaster. If you receive many messages informing you that the same thing has gone awry with your product, it’s time to stop the production line and start your examination. It’s true that badly-run social media accounts have the capacity to damage your brand irreversibly, but they also have the potential to save it from a sticky end, so value your followers - they may end up saving your bacon."

http://www.edp24.co.uk/business/advice/vicky_anscomb_how_to_convince_your_clients_that_they_need_social_media_1_1351171



Published on 17-Apr-2012 12:00 with No comments  
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