How to Hire, Compensate & Measure
Telesales for Lead Qualification
One Marketer’s Real-Life Story
More data on this topic
available from::
Kate Baar, Marketing Director
Hitachi Consulting
Tuesday, November 14, 2006
© 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.
1
The Quest
To Find the Perfect
Telesales Solution
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.2
Telesales Firms
are like Starbucks
More data on this topic
available from::
There’s one on
every corner.
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.3
Telesales is a Vital Component of Any
Marketing Plan
Response Rate Study
More data on this topic
available from::
Telephone
7.44%
Dimensional Mail
3.88%
Direct Mail
2.55%
Newspaper
0.31%
Magazine
0.35%
Radio
0.48%
Source: DMA
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.4
Enhance Productivity / Specialize
10%
3%
18%
Prospect/Account Research
Telephone
Face to Face Calls
21%
Preparing for Calls
30%
Administration
Education
More data on this topic
available from::
18%
Source: Sirius Decisions
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.5
What Did I Find?
 Voicemail
Vendors
 Account Profilers
 Appointment Setters
 Account Penetrators
 Lead
Generators
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.6
Voicemail Vendors

Methodology:


Human Guided Voicemail
Script:

“Hi, this is Brian Smith, the moderator of
an upcoming webinar on Trade Promotion
Management. I’d like to invite you to join
us as we discuss the ... Please watch
for my email tomorrow.
More data on this topic
available from::

Cost:

$1.50 per voicemail drop
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.7
Voicemail Vendors

Pros:




Cons:




More data on this topic
available from::

Cheap and easy
Scalable with short lead time
Underused
One way conversation
Can do real harm if they think it’s a
recording
Requires a good phone list
Tough to measure real ROI
Best Used for:



Reminders of events
Mass deliver a specific voice
Boosting response
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.8
Account Profilers

Methodology:
Up to 50 page report showing:








Corporate Structure
Company Profile
Historical Background
Org Chart
Systems Landscape
Latest News/PR
Interviews with Employees
Optional customized research
More data on this topic
available from::

Cost:

$500/profile, $18K/year unlimited
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.9
Account Profilers

Pros:



Saves doing your own Onesource or
Hoovers research
Can provide unique insight, especially
interviews
Cons:



Limited Value
Mostly Fortune 500 companies
Usually IT focused
More data on this topic
available from::

Best Used for:

Starting point for target account teams
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.10
Appointment Setters

Methodology:


Go straight for the meeting.
Script:

“I’ll get you 30 meetings in the
next 30 days - with the
companies and titles of your
choice. You pay only $650 for
every meeting that takes
place.”
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.11
Appointment Setters

Pros:




Cons:


More data on this topic
available from::
You will get the appointments they promise
You’ll only pay for accepted meetings
Very measurable, clear deliverable

Very little background info
Not allowed to call account before the
meeting. It’s a cold call.
Need really good sales reps
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.12
Appointment Setters
More data on this topic
available from::
Company
Title
Agilent
VP Global Sourcing
Borg Warner
VP, Global SCM
SanDisk Corporation
Sr. Dir. of Corp. Proc.
Vitasoy
VP Mfg Operations
Welch Food
Dir., Logistics
Vulcan Materials
SVP, CFO
Georgia Pacific
CIO
Cypress Semiconductor
Mfg Dir
Save Mart Supermarkets
VP, Operations
The Stanley Works
Dir. of Global Fulfillment
Silicon Graphics
Dir. Global Svc Logistics
Georgia Crown
VP, Operations
Williams-Sonoma
VP Operations
Newell Rubbermaid
Pres., Global Mfg
Briggs & Stratton
VP, Logistics & Transportation
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.13
Appointment Setters

Our Results:





Best Used For:

More data on this topic
available from::
30 appointments
5 duds
– mistaken identity, no show, almost retired
10 really good first meetings
3 still active in sales cycles



Companies with a strong value proposition
that requires only a small investment.
Foot in the Door
Building alliance relationships
Proving a point about nurture marketing
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.14
Account Penetrators

Methodology:


Cost: $50 - $100K minimum

Pros:

More data on this topic
available from::
Penetrate and radiate a small
number of very large accounts
– VP to VP

Highest end
Cons:


Costly
No way to do a small pilot
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.15
Lead Generators
More data on this topic
available from::

What most
people think of
when they think
“telemarketing”

The range of
vendors in this
space is huge
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.16
They Differ By:
Lead
Focused
Single Call
Focus
Methodology
Account
Penetration
Focused
MultiModal
More data on this topic
available from::
Telephone
Skills
Skill Level
B2B Sales
Experience
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.17
They Differ By:
None
Script
Business Knowledge
Product/Solution
Industry
Focused
Consultative
Sale
More data on this topic
available from::
Excel SS
CRM Integration
Work in Your
System
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.18
They Differ By:
$
$$$$
More data on this topic
available from::

Cost:

$25/hour (Indian)

$50/completed
conversation

$120K/yr for full-time
caller
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.19
Lesson One: Know Yourself
Level of the person you’re calling
 Technology or functional focus
 Complexity of offering
 Cost of your product/service
 Interest and aptitude of your sales force to
develop leads
 Time to productivity of new callers
More data on this
topicHow many products/services, titles, industries
available from::
your callers need to understand

© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.20
Lesson Two: Evaluate Thoroughly

BEWARE OF
IMPOSTERS!!!
More data on this topic
available from::
Length of tenure of callers
 Their career path
 Their business experience
 Training Program
 Industry Expertise
 What/how they pay callers
 Similar firms as clients
 Location
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.21
Lesson Three: Manage Closely






More data on this topic
available from::
Insist on interviewing/choosing your
actual callers
Insist on voice recordings
Closely monitor each caller
Make them a part of your team
Visit frequently
Engage your team to debrief
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.22
Metrics/Measurements

Daily Metrics



Dials per day
Connects per day
Weekly Metrics

Leads per Week
BANT
Account Profile completed
• Key Information Gathered (5 questions)
• Willing to Meet
•
•

Revenue Metrics
More data on this topic
available from::


Pipeline Revenue
Closed Revenue
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.23
If You Bring Telesales In-house:

Base Salary


Variable


$35 – 50K
$15 – 50K
Total Salary

$50 – 100K
More data on this topic
available from::
Source: Sirius Decisions
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.24
Thank you
Kate Baar
Marketing Director
Hitachi Consulting
(770) 343-9096
kbaar@hitachiconsulting.com
More data on this topic
available from::
© 2006 MarketingSherpa, Inc. This
presentation is not for distribution. Thank you.25