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© 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you.

One Marketer’s Real-Life Story

Kate Baar, Marketing DirectorHitachi Consulting

Tuesday, November 14, 2006

How to Hire, Compensate & Measure Telesales for Lead Qualification

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The Quest

To Find the Perfect Telesales Solution

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Telesales Firms are like Starbucks

There’s one on every corner.

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Telesales is a Vital Component of Any Marketing Plan

Response Rate Study

0.48%Radio

0.35%Magazine

0.31%Newspaper

2.55%Direct Mail

3.88%Dimensional Mail

7.44%Telephone

Source: DMA

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Enhance Productivity / Specialize

Source: Sirius Decisions

18%

30%

18%

21%

10%3%

Prospect/Account Research

Telephone

Face to Face Calls

Preparing for Calls

Administration

Education

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What Did I Find?

Voicemail Vendors Account Profilers Appointment Setters Account Penetrators Lead Generators

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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.

Cost: $1.50 per voicemail drop

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Voicemail Vendors

Pros: Cheap and easy Scalable with short lead time Underused

Cons: 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

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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

Cost: $500/profile, $18K/year unlimited

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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

Best Used for: Starting point for target account teams

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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.”

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Appointment Setters

Pros: You will get the appointments they promise You’ll only pay for accepted meetings Very measurable, clear deliverable

Cons: Very little background info Not allowed to call account before the

meeting. It’s a cold call. Need really good sales reps

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Appointment Setters

VP, Logistics & TransportationBriggs & Stratton

Pres., Global MfgNewell Rubbermaid

VP OperationsWilliams-Sonoma

VP, OperationsGeorgia Crown

Dir. Global Svc LogisticsSilicon Graphics

Dir. of Global FulfillmentThe Stanley Works

VP, OperationsSave Mart Supermarkets

Mfg DirCypress Semiconductor

CIOGeorgia Pacific

SVP, CFOVulcan Materials

Dir., LogisticsWelch Food

VP Mfg OperationsVitasoy

Sr. Dir. of Corp. Proc.SanDisk Corporation

VP, Global SCMBorg Warner

VP Global SourcingAgilent

TitleCompany

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Appointment Setters

Our Results: 30 appointments 5 duds

– mistaken identity, no show, almost retired

10 really good first meetings 3 still active in sales cycles

Best Used For: 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

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Account Penetrators Methodology:

Penetrate and radiate a small number of very large accounts – VP to VP

Cost: $50 - $100K minimum

Pros: Highest end

Cons: Costly No way to do a small pilot

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Lead Generators

What most people think of when they think “telemarketing”

The range of vendors in this space is huge

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FocusLeadFocused

AccountPenetrationFocused

MethodologySingle CallMulti-Modal

Skill LevelTelephoneSkills

B2B SalesExperience

They Differ By:

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Product/SolutionScript ConsultativeSale

CRM IntegrationExcel SS Work in Your System

Business KnowledgeNone IndustryFocused

They Differ By:

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They Differ By:

Cost: $25/hour (Indian)

$50/completed conversation

$120K/yr for full-time caller

$

$$$$

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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 How many products/services, titles, industries

your callers need to understand

Lesson One: Know Yourself

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BEWARE OF IMPOSTERS!!!

Lesson Two: Evaluate Thoroughly

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

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Lesson Three: Manage Closely

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

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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 Pipeline Revenue Closed Revenue

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If You Bring Telesales In-house:

Source: Sirius Decisions

Base Salary $35 – 50K

Variable $15 – 50K

Total Salary $50 – 100K

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Thank you

Kate BaarMarketing DirectorHitachi Consulting

(770) [email protected]

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