I know. It seems a bit odd for me to be warning you about getting the most out of your prospect list, especially as that’s what I’m always telling you to do!
However, that’s exactly the problem one of our clients recently had after engaging us to generate leads for their sales team. Keen to increase membership numbers, but lacking the internal resources to run a telemarketing campaign, Master Plumbers asked us to work through their contact list to identify hot prospects.
So, we did. Except we did the job a bit too well – if there can be such an outcome!
Overachieved and over-committed!
It was a hugely successful campaign. Of the 1033 calls we made, we talked to 400 decision makers and made 125 prequalified sales appointments. The only issue was that we generated so many meetings that the (very happy) Master Plumbers sales team had to reschedule some of them just to keep up with demand!
That’s what happens when you have a good list, the right message and offer, and a professional approach. Having too many sales appointments is a great problem to have, but we all know that following through in a timely fashion is critical to the end success of any campaign.
The uptake test
If you’re unsure about what volume of leads to expect or feeling under-prepared for a heavy uptake of the offer you’re asking us to promote, then we recommend you consider either a trial run or a staggered approach to your campaign.
Undertaking a trial campaign to a sample of your contact list will give you a good indication of how many prospects we can generate for you – and how much activity you need to allow for at your end to follow through. And it also gives you the opportunity to tweak (a technical term) your offer and potentially improve overall results.
Alternatively, a staggered or drip-feed approach divides the campaign into manageable stages. This strategy gives your sales team time to draw breath, regroup and refocus before we drop more leads in your lap. It also ensures that you don’t drop the ball, or have to perform triage on the prospect list and potentially miss opportunities that just need a little nudge to turn from warm to hot.
Tap into great results
We loved working with Master Plumbers and were delighted to be behind boosting their membership numbers, even if we stretched the capacity of their sales team. Sorry – not sorry!
“It would be fair to say that we were very surprised by the level of engagement,” said Margaret Dawson, Operations Manager for Master Plumbers, “and probably a bit under-prepared for it!”
If you’d like to read more about the Master Plumbers campaign, then check out the case study.