How to make outbound dialling work better for your business in 2021

phone, call forwarding, voice communication

Hands up if telemarketing is still one of the primary means by which your enterprise wins or retains business?

While EDM newsletters, social media advertising and the like have become increasingly prevalent in the past decade, employing a team of outbound marketers to work the phones is still the preferred modus operandi for many Australian businesses with a product or service to push.

If yours is one of their number, you’ll likely already have a solid business case detailing the return on investment that your spend on technology, telecommunications and your team of agents delivers. But how long has it been since you increased that figure by optimising your systems and processes?

Here are some of the ways you can do so.

Custom data fetching

Most marketers will tell you that a scattergun campaign, which targets everyone and no-one, won’t yield as good a result as one which segments the market and focuses on the most promising prospects first. If you’re using a modern, cloud-based contact centre platform, you have at your fingertips a repository of data about customers, present and past, including how frequently they buy from you, how much they spend each order and the times of the month or year at which they typically open their chequebooks. Utilising the platform’s custom data fetching feature allows you to interrogate this data and pull out the details of the individuals and organisations who’ll be most receptive to a phone call in any given week.

Automated SMS follow-ups

Has it got to the point where you won’t pick up a call unless it comes from a number you recognise? Mobile phones have provided individuals with the facility to screen their calls and many of us do – ruthlessly. Indeed, pickup rates can be low when dialling from an unrecognised number. That’s an awful lot of unanswered calls each day but, the good news is there’s a workaround and a highly effective one at that. Sending individuals who don’t take the initial call an automated, follow-up SMS can result in a second-time pick-up rate of more than 90 per cent. More calls answered means more opportunities to connect with prospects and, ultimately, to secure their business.

Hitting the hot leads hard

When you’re running an outbound marketing campaign, there’s virtually no end of numbers you can call but how many of the individuals on the other end of the line will both a) pick up the phone and b) need or want what you have to sell? For most companies, sadly, the answer is relatively few. That’s why homing in on hot leads, as soon as you receive them via your web site or other digital channels, is a smart use of time and resources. An integrated contact centre platform can automatically push individuals who provide their phone numbers to the top of the dialling queue. Getting these hot prospects talking to one of your agents within minutes of their expressing an interest increases the odds of converting that interest into action.

A strong foundation for success

Maintaining an outbound contact centre can be an expensive exercise, particularly if you’re based onshore, where wages come in at around $25 an hour, per agent, and upwards. Staying abreast of the latest contact centre technology can allow you to optimise the way in which their time is used. A modern, cloud-based platform with sophisticated data analytics capabilities will enable you to determine the best prospects to target, up the odds of getting hold of them and follow up hot leads immediately. It’s an investment in productivity and profitability that can pay for itself many times over.