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Telemarketing

10th Mar 2015
Brought to you by
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Accoa demonstrates how small changes can help accountants and their practices achieve measurable...
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Telemarketing can be an extremely effective tool for any accountancy practice. When used correctly, it can be an easy and effective way to increase your client numbers, your profits and promote your products or services.

It is something which you can either do in-house or get an external company to do for you.

If you decide to go the in-house route:

1.It is very possible

2.It is absolutely essential that you get the right personality to do this work for you – they need to be bubbly, great communicators who really get along with people.

3.This is a full-time job. Don’t get your receptionist to do it when she has 5 minutes spare… then it is never going to happen like it should.

4.You will go through a learning curve yourself as you go through the process of finding the right person, buying the data and putting a step-by-step sales process in place to maximise the number of your appointments booked.

5. It is essential that you have a written down sales process in place that kicks into place as soon as the appointment has been booked to warm the prospect up BEFORE they meet up with you.

If you decide to outsource:

1. Always remember that lead generation is an INVESTMENT

2.Which means that for every £1 you put in, you should receive back a minimum of at least £2 – £3.

3. It is okay to pay your telesales company up front for an agreed number of appointments

4. Set strict qualifying criteria which you hold them to – such as geography, size of company, number of staff, appointment with the Key Decision Maker in the business

5.       Agree that you pay for X amount of appointments KEPT. You do not pay again until those X number have actually KEPT.

6. Expect a certain number of appointments to be ‘not that great’ – this is part of the game

7. Average conversion rates for cold appointments is 25%.  Excellent conversion rates for cold appointments is over 70%

8. Shop around with different telemarketing companies to ensure you find the right fit for you.

9. Generally – do not accept excuses.  Demand that which you agreed upon.

10. Constantly feed back to the telemarketing company so they can learn and continually improve.

Yes, it does cost money.

But it should return much more.

And it is a strategy which really should not be overlooked by any accountancy practice.

Because when done right – it does work!

Get involved!

What sort of telemarketing strategies do you have in place in your practice? Have you ever used it? Perhaps you have and had a bad experience? Let me know your thoughts. Leave a comment and we can continue the discussion below.

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