It should be every telemarketer’s goal to clean up all areas of their work (with now being a good time since it’s spring cleaning season).
Whether it’s just keeping their office clean to cleaning up bad contacts in their database, there are reasons why everything has to be kept neat and tidy.
Do you remember all of them though?
Think of it like this. You look around the house and see that it’s a huge mess. You hear all this talk about spring cleaning so you get up to do just that.
But as you go around, you start wondering about the following things:
- How did things get so dirty in the first place?
- Was there a good reason to mess everything up?
- Did all that cleanliness really make things better for me?
See, whether you’ve got in-house telemarketers or outsource their resources, it’s all the same. You’re essentially asking: why bother? You might even think that if you could set up more rules, you wouldn’t be cleaning up the mess because there’s no mess to clean!
Sadly, therein lies the problem. Rules break. And hence, the mess is made.
Perhaps the reason for this is not so much the rules themselves but the fact that you rely on them so much to prevent your problems automatically. There are probably a hundred rules that you’d think telemarketers should follow or should be the norm in every telemarketing campaign.
The truth though is they may not all apply and it’s there that you’ll find less reason to constantly clean up all the time. That’s why, instead of evaluating their performance, perhaps you should first evaluate the rules themselves:
- Does it remove obstacles to work? – If a particular habit (e.g. eating at the desk) makes it hard for telemarketers perform, of course you should ban it. (It’s hard to talk when you’re constantly stuffing your mouth you know.) On the other hand, is your dress code really making that big an impact? It’s not like your prospects demand a webcam for every person who calls them.
- Does it improve campaign results? – For example, internalizing a script is one rule of thumb that makes it both easier for telemarketers to do their jobs and faster for prospects to consider an appointment. So if you’re going to implement something, make sure it has a more direct impact on revenue instead of just trivial nitpicking.
- Is it worth the investment? – Following a rule is an investment in of itself. You give up a certain freedom and get particular benefits in turn. However, if following a rule is proving more of a hassle and less of a solution, then it’s a bad investment. Cleaning a database, for instance, is a good investment of your time because it saves you the horrendous consequences of dialing dead end numbers.
It all goes back to the reasons behind the rules and it is those reasons that determine the rules to be made, changed, or outright discarded. So the next time you think your telemarketing resources need cleaning up, look to those reasons to know what really needs it and what doesn’t. Now that’s the real way to cut down on the effort.