| Anyone can hire telemarketers... but how do you supervise them so your telemarketing activity works fluently and profitably? Supervising telemarketers there are a few factors whose importance cannot be overstated for telemarketing... |
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| Anyone can hire telemarketers... but how do you supervise them so your telemarketing activity works fluently and profitably? Supervising telemarketers there are a few factors whose importance cannot be overstated for telemarketing... |
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Supervising telemarketers to boost your B2B telemarketing activity
Do not expect your telemarketers to keep themselves on the correct course by themselves. Some people have the rare and precious ability to keep themselves going. These people are usually called executives. They're definitely not called telemarketers... Leaving telemarketers on their own can result in only one of two alternatives. Either they leave or their production of results is extremely low. The first option occurs with the best telemarketers and those who are paid by bonuses to good part... and the latter usually takes place when telemarketers are hired on monthly salary alone. But actually the cause of either result (or lack thereof) is in poor or nonexistent supervision of telemarketers.
B2B telemarketing activity — setting daily production quotas for each telemarketerTo get production from your telemarketers, you need to set certain production quotas for each person working within the telemarketing unit. Essentially it's human nature to strive toward a goal. No goal equals no action. Thus, giving a quota for each person to strive towards THAT DAY will ensure that... -the person
KNOWS what's expected of him Of course, each person must be set a quota which is attainable, considering his or her previous production. It's also better to set quotas for the LOWER actions in telemarketing, those whose production is dependent on their efforts at attempting to do their job rather than successful closing of prospective clients. With this I mean that a telemarketer can dial out a large number of calls. It's not a question of skill, luck, ability or even competence. To succeed in dialling out say 100 calls one only needs to show industriousness and keep that phone going. Reversely, to produce a definite number of prospective clients demands much more skill and, to a degree, some luck also. Basically luck is something that comes with more trying. The more someone CALLS OUT, the likelier he or she is to "get lucky" too. Demanding those lower "dones" is more productive because nobody can claim lack of skill or give an excuse for not bothering picking up the phone...
B2B telemarketing activity — offering bonusesSetting up some form of a carrot for your telemarketer is not a bad idea. Only make sure it's something that can be VERIFIED. For instance, "prospects with which a sale was made by the sales department" can definitely NOT be falsified... but "someone interested in our services" may well be subject to interpretation once the sales department calls the prospect and finds his interest has "waned." Your bonuses should be carefully planned so as NOT to open a door to misuse. Bonus systems that tempt telemarketers into dishonesty do more bad than good, obviously. But one is easily fooled and it can take quite a bit of planning to come up with a foolproof bonus scheme. Sometimes a group bonus can be the best way to ensure fairness and optimum motivation within the telemarketing team. Group rules make it much harder to misuse the bonus system as it is taking money from other team members. On the downside, group bonuses can lead to a lot of quarrels within the group unless the rules are clear-cut and simple (and fair).
Make your telemarketing unit supervision more or less right the first timeThe one thing you should NOT do is change your supervision system and bonuses often. Any change is costly because it puts team members in confusion and lowers production. And since changes are always resisted by a team, change of rules or supervision standards or bonuses usually leads to lowering of motivation. We'll be happy to offer consultation in this subject matter if you're interested. Simply contact me personally to explain what you need and we'll give you a quote on a consulting package. Alternately, to find out more detailed instruction on setting up telemarketing unit supervision, click here to read the presentation of the Professional B2B-sector Telemarketing Guide. Think supervision with telemarketing as it will always return the investment many fold!
Best wishes, Harry Kafka |
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Once you've hired telemarketers,
the next challenge in telemarketing involves the supervision
of the telemarketing activity.