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Direct Response Marketing

Vendor Spotlight: TTC — Training is Key to Higher Conversions and Profits for Outbound Calling Programs

25 Apr, 2012


CHICAGO – Successful direct response campaigns depend on the right product, the right price and the right presentation to convert prospects to customers. While product and price can be controlled, a successful sales presentation depends on knowledgeable, professional call center personnel, according to TTC.

“Many times, our call center rep is the first contact a new customer has with our clients,” said Mary Shanley, president of TTC, a Chicago-based inbound/outbound telemarketing services company. “It’s critical that the rep be well-trained to establish credibility and confidence with new prospects. Script development, rep training, role playing and good program design have a huge impact on conversion rates once the program goes live.”

Focus on these points to boost outbound program results:
• Clear goals and objectives for your program. A good call center will work with you to establish realistic conversion rates based on historical performance of similar products and markets.
• Program design. A good call center will work with you like a partner. They can bring insights into scripting, rebuttals, price points and other “front-line” issues. Ask about performance-based programs where the center’s compensation is directly linked to the program’s performance.
• Rep training. Work with your call center to help them understand your product offering, its benefits, objections prospects will raise, and how to counter them. Your call center, in turn, should provide thorough rep training, roleplaying, ideas for handling rebuttals, and other points to boost conversion rates.
• TSR-to-supervisor ratio. A ratio higher than 10:1 may mean your program reps aren’t getting the supervision they need. Ask what the ratio is and how long supervisors worked as reps – seasoned supervisors can offer TSRs good coaching ideas and constructive feedback.
• Digital recording of sales presentations. You’ll want to review a random selection of calls to make sure the call center is following your script and direction. Don’t be afraid to “tweak” a program mid-stream to get better results. Ask what type of program monitoring is offered and how program performance data is compiled and delivered to you.

“An outbound call center should be an extension of the company itself,” said Bob Aloisio, TTC’s vice president of sales and marketing. “Call center reps must be trained to fully understand a client’s product offering, features and benefits. This helps reps connect with prospects and convert them to customers.”

If you are interested in a Vendor Spotlight in Response This Week, contact Dan Donati at ddonati@questex.com or (714) 338-6723.


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