LEAD QUALIFICATION THROUGH TELEMARKETING DOUBLES SALES

THE CLIENT CHALLENGE

Our client came to us wanting to meet or exceed their year-end revenue goals. They asked ResponsePoint to help with increasing lead volume—significantly and fast.

THE GOALS

• Increase volume of leads to meet EOY goals
• Leverage existing systems that work to improve those that don’t
• Refine lead qualification program

PAIN POINTS

• Internal Campaigns Unsuccessful— Client’s pay-per-click and internal telemarketing campaigns weren’t garnering enough leads to meet goals
• Pressure to Create More Sales—A poor system and process was hurting a good sales team
• Bad Leads Lead Nowhere—Sales team was receiving unqualified leads

THE RESPONSEPOINT SOLUTION

Identify Weaknesses—Assessing the team’s internal lead qualification and generation practices showed ResponsePoint the key areas that needed alignment
Leverage Strengths—The company’s internal sales team was very strong and effective at closing sales; they just needed better process, call guide, messaging and leads.
Build it Better—Working with the client, ResponsePoint created a strategic, sustainable and continually evolving outbound telemarketing lead qualification program.

• Assessed target markets and internal prospecting lists for areas needing improvement
• Created custom call guide designed to reach specific targets
• Intensive training provided for key members of the outbound call team
• Honed program through an iterative process via weekly debriefing sessions
• Launched full program after final tweaks at a rate of 250 telemarketing hours in three months.

THE RESULTS

119 qualified hot leads produced in three months
3.6 introductory presentations made each hour of calling
193 qualified warm leads produced in three months
Average value per sale doubled from company’s former campaigns
Big savings with a cost per lead of less than $200
Based on ResponsePoint’s successful campaign, client adopted telemarketing as key revenue driver for the year and expanded lead generation efforts.

BIGGEST TAKEAWAY

Even the best sales team can’t meet the company’s financial goals if the right lead generation and lead qualification programs aren’t in place. Restructuring internal processes and re-educating team members on best practices for outbound telemarketing campaigns can have a dramatic effect on ROI.