So you admit that telemarketing is far from dead and realize that the phone is still an effective tool for communicating with your prospects. However, you say your business already has (or at least can invest) in its own call center. Do you really still need to outsource a firm in the telemarketing industry? Actually, there’s still a lot more than what you might need for lead generation.
More specifically, you’ll need more of the same thing.
Now what does this mean? Well the good news is, you won’t have to worry about adding anything new. The bad news is your call center might be too small in terms of size to manage a lead generation campaign and at the same time, perform its other functions.
In case you’ve forgotten, companies who have call centers don’t automatically use them for generating sales leads. Half the time their actual purpose is customer support. Even today, businesses still leave their phone numbers alongside email addresses and websites because there are customers (both B2B and B2C) who also prefer the phone as a communication tool. Below is a short list of signs your call center might not be enough:
- Clashing calls – While your agents are busy making outbound marketing calls to prospects, they suddenly get interrupted by incoming customer support calls. This is the worst kind of multi-tasking. Agents should try and remain focused on just one function as much as possible.
- Keeping callers waiting – You do not want to keep callers waiting, especially in customer support. Often times this slow service has been the subject of ridicule both inside and outside the business world. Unfortunately, this can happen to your call center if its making too many calls and receiving more or less the same volume at the same time. Just like your agents, your network needs to reduce the strain that volume is placing. Likewise, you don’t want these inbound calls slowing down your telemarketers either. Speed is critical for any lead generation campaign.
- Time zones – These days, it’s no longer just large corporations who are going global. Medium-sized companies can already start targeting prospects abroad through online channels and advanced communication technology. The same goes for their customer base. Unfortunately, having customers in one region and prospects in another could very well have your agents up all day and night!
A call center with that much work to do does not sound like a healthy work environment (nor is it even ethical). That’s why companies who have their own call centers should still review what they constructed them for. If your business has only been using one for customer support, then you might need to check its capacity if it can bear the additional weight of a B2B lead generation campaign. If not, then perhaps it might be better for you to outsource your outbound telemarketers. It doesn’t even have to mean that you’re doing away with the resources you invested in your own. You can still retain your own call center for customer support, as you had originally intended. You just need to remember that investing in one doesn’t always mean it’s good enough for lead generation.