Even the most talented and passionate sales team in the world won’t have a lot of luck on a telemarketing campaign if they’re targeting the wrong customer segment. If you haven’t done enough market research, if your database is incomplete – or if you don’t know how to define your criteria, you could well find your telemarketing campaign doesn’t achieve its full potential.
Choose the right customer segments, on the other hand, and your campaign should see real results. Every call your team makes will have a better chance of hitting its mark and you’ll be more likely to connect with companies and individuals who have a real interest in what you’re offering.
Defining your goals
In order to ensure you choose the right customer segment, you first need to define your goals. If you know exactly what you want to achieve from your telemarketing campaign, it will be easier for you to decide exactly which demographic or segment is most relevant for your call list. Decide if you’re trying to raise brand awareness, or develop existing relationships, think about the needs of the businesses you’re contacting and make sure everyone on your team knows exactly what your goals are.
Identifying the right segment
Once you’ve defined your goals, identifying the right customer segment should be relatively easy. If you’re hoping to raise brand awareness with your telemarketing campaign, you’ll probably choose businesses that are related to your industry – but who have yet to buy directly from your company. If you want to build customer relationships, you may well want to call existing customers to find out how you can best serve their needs and if you want to appeal to a new demographic you’ll probably choose a call list weighted towards that segment.
If your database has been carefully put together, it should be possible to refine your call list using relevant criteria. As the database will form the foundation of your telemarketing campaign, ensuring the information you’re using is up to date, well put together and correct is essential. If you don’t think your database is up to scratch, it’s well worth investing time and resources in adding to it and bringing it up to date. If you’re not sure how to make the best use of your database, we can help you to refine it and make it work for you.
If you’d like to find out more about choosing the right customer segments, or if you want to train your team on using databases effectively, we can help. Give us a call today, to speak to one of the expert members of our team – or take a look around our site.