Marketing is a risky business. Blowing your budget on the new big fad could be expensive and embarrassing. Since few of us have a crystal ball capable of reliable predictions about how much of which media or stream to employ, all we have at best is a bit of experience and a bit of luck.
When choosing whether telemarking has a relevance for your business, we suggest you avoid the In For A Penny In For A Pound approach. Telemarketing is one of the few channels that offers the opportunity and means to test, refine, and try again.
Kolb’s experiential cycle
Kolb’s experiential learning theory (Kolb, 1984) is a four-stage cycle of using the experience of learning through testing. Kolb maintains that learning involves the acquisition of abstract concepts that can be applied flexibly in a range of situations. In Kolb’s theory, the impetus for the development of new concepts comes by testing a set of ideas and learning is the process whereby knowledge is created through the transformation of experience.
So what does that mean to telemarketing
Testing small data segments and different messaging will help you make a value judgment based on sound rationale. What message resonates with particular buyers, or against certain backdrops can be tested using small low risk data sets. This is as simple telling a prospective client: Who you are, What you do, and Why its special. Follow this with the right open questions and product proof points and you have a formula ready to test.
How well does your message condense into a pithy non cheesy opening introduction, what are the key questions that can get your potential buyers talking, how much time do you need to expend the learning curve. All these questions can be ironed out with a small segment of test calls before you’re ready to scale-up.
Getting some of your tested records through the various stages of gestation, from cold call, to relationship and rapport building, to getting the meeting or sale will help you map a potential journey and time line for the rest of your data. Testing with a small segment or selection will not only help you upscale successfully and set fair and viable targets, it will help you brief your telemarketing team or agency with the right information for them to get off to a good start.
Be brave but don’t jump in blind. In For A Penny In For A Pound may be sage advice for some aspects of life, but it’s not for your telemarking. Upscaling mistakes can take a long time to recover from.