It is an established fact that telemarketing is a crucial component of business success, but how do you determine if your telemarketing campaign is successful? The following are the most reliable metrics to use.
Sales Performance
Marketing is always conducted with the objective of netting in more sales. The difference in sales performance between the launch of the telemarketing campaign and the time prior to that is always a solid indicator of its efficacy and success.
ROI of your telemarketing campaign
Here are the important questions to ask:
- Did the campaign allow the business to recoup the cost of the investment and profit?
- Did it just break even (did you simply recover the amount of money allocated for marketing with the sales made)?
- Or was it a complete loss (you didn’t harness any benefits from the campaign)? You need to work out all the costs attached to telemarketing and all the sales made for a reasonable time period to determine if you got a good return on investment, you just broke even, or you didn’t harness any benefits.
The number of calls made
The number of calls indicates the level of activity and momentum, and should thus be constantly monitored.
The rate of conversions made through telemarketing
This involves several variables such as reception to the call, how compelling the spiel was to the prospects, how good the agent is at selling, and many others. But the crucial thing about this gauge or metric is to monitor performance of calls and how they led prospects to become customers (and even referrers).
Amount of time dedicated to telemarketing
This is in terms of time on the phone used for calling prospects, as well as admin time.
Quality of calls
This covers call rates and the kind of exchange that transpired between the agent and the client or prospect.
The exchanges or discussions wherein lead generation occurs
This doesn’t just cover number of leads generated in a given period of time, but also how fast leads were acquired through cold calling.
Quality of data procured through calls
The kind of data procured is an important metric. It goes without saying that only good data derived from calls matter. This means the effort was fruitful and it secured the advantage of the business. New and useful information make good data.
The telemarketing agents’ performance
Success with calls is greatly dependent on how engaging and informative the telemarketing agent is. It’s important to find out how they act in the face of prospects – their overall behaviour and persuasiveness.
There are still a few other metrics for successful telemarketing; however, these bear more weight in terms of clearly establishing overall performance. It’s best to keep tabs on these metrics to see if your telemarketing campaign is yielding the results that can secure your business’s advantage.
Speak to one of experts today and get your telemarketing campaign journey to success started.
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