I know I blogged on this just a few weeks ago, but seriously, given the time of the year this is a topic worth revisiting.

The New Year period can be sluggish and stressful for many businesses. Staff holidays and shutdown time can take a big toll on company finances, so it’s always critical to get back to business-as-usual as quickly as possible.

With your sales team back in the office and feeling invigorated after a break, there couldn’t be a better time to have a pile of appointments ready and waiting for them to attend. Or a 100% accurate and complete list of prospects to start off your first lead gen campaign for 2018.

Dust off your data, now!

Many of our clients provide us data which has, to be honest, seen better days. For example:

  1. Existing client and prospects lists that haven’t been consistently loved and maintained. People change jobs, businesses move, expand or even stop trading. If you did an audit on your CRM today, how accurate do you think your data will be?
  2. Purchased lists. OK, we know you paid good money for this, but how long ago? And was it a ‘good’ list to start with? Does it have the right contacts, are the companies the right size and sector to make great prospects? If the data is full of holes you need to make a hard call – will your investment ever pay off, or should you walk away and start afresh?

While I may sound like a broken record when I talk about data, it truly is the star on the top of the Christmas tree, (or the Central Otago cherry on top of the trifle). It’s just likely that it needs a good polish up before it pays off!

Existing lists

This is a great example of how to do it right!

We maintain a fund-raising list for one of our not-for-profit clients. When we run the telemarketing component of their annual corporate sponsorship campaign, they realise a $15 return for every $1 they spend with us.

That makes them very happy. And our team love working with clean, up-to-date lists.

We’re not wasting precious campaign time on cleaning up their database. When we start calling it’s all business – and it’s paid off big time for them and the New Zealanders they support.

Purchased lists

List buying is an art.

There are plenty of options, and the quality of information ranges dramatically from one source to another. (Tip: Only use highly reputable list procurement companies who invest in maintaining their data – that way you get a higher ROI. We can help you with this).

If you’re unsure about whether it’s worth pouring more money into a list you’ve purchased, spend an hour doing random calls to check on the quality of the data. This will give you an overview of how much work is required to get the list to a useable standard before committing to using it. You may decide to dump the data, but that’s a decision better made at the beginning of the process than the end.

Quick tip

Don’t put off dealing with your data until after Christmas, do it now.

Start 2018 as you plan to continue, with a strong pipeline well fueled with accurate data. While you may not be keen to work over the traditional Christmas holiday period, we are – and experience has taught us that the people we call at this time are more relaxed and chatty. We have better conversations with them, which leads to better 2018 pipelines for you.


We’ve all seen it happen. Your best friend is newly single, and they embark on all sorts of knee-jerk strategies to quickly find a new beau.

And we see businesses do it all the time too. They run a short-term lead gen campaign to find an instant solution for a current problem.

For example, there’s the ‘I’ve been keeping myself so busy redecorating my new apartment-for-one, that now everything is done, I don’t have anything to look forward to’ problem (aka: “I’ve been so busy doing ongoing work that I took my eye off the ball – and we have nothing new in the pipeline”).

And the ‘I’ve spent all this money on expensive tickets, a designer outfit and a stretch limo but I don’t have a date!’ moment (aka: “We’re running an event, but hardly anyone has accepted our invitation, and we urgently need to round up more attendees to make all the money we invested worthwhile”).

Then there’s the all too common ‘I’ve kept myself so wrapped up in a whirlwind of work-sports-family that I haven’t made room for my old friends, let alone let anyone new in my life’ scenario (aka: “help! I’ve been so focussed on just one client that I’ve neglected my loyal clients and don’t have any prospects lined up”).

And of course, there is always the ‘hey stranger, do you know anyone who would like to go out with me on a blind date?’ challenge (aka: “I’m new in town. How do I meet new clients and establish credibility and profile?”).

A quick fix

While I am being a bit tongue-in-cheek, using a professional lead generation service is a great way to quickly get your message out there and get fast results (think of us as your speed-dating gurus). And of course, the more defined and refined the list of prospects, and the more targeted your messaging and offer, the better outcome your campaign will have. We’ll have you run off your feet with new dates in no time at all.

But we can add even more value by helping you take it that bit further. For example, over the last few years, we’ve worked with the Cerebral Palsy Society of New Zealand to help them raise engagement and sponsorship for their Steptember annual fundraiser. After the first campaign, back in 2015, we rounded up so many ‘dates’ that the project was deemed a complete success. The lead gen budget for 2016 was increased, and we used the 2015 list of prospects and clients to drive even more sponsorship revenue. By taking a more strategic view of dating, and applying contact continuity, the Society was able to revisit old suitors on good terms and happily re-engage with them.

It’s all about timing

You see, just because someone doesn’t want to date you right now, it doesn’t mean they won’t reconsider you further down the track when their circumstances change. Especially when you show that you’re interested, serious, persistent and committed – and have something attractive to offer. That sort of behaviour impresses.

A short-term lead gen campaign is a stepping stone to a long-term relationship if your contacts are nurtured, loved and talked to at regular intervals. By having a team who do nothing but help your prospects (or neglected clients) feel the love, you build a pipeline of new and exciting possibilities, rather than leave behind a trail of broken hearts and missed opportunities.

We get it. It’s tempting to bring your lead generation activities under the one in-house umbrella to help drive down expenses and maintain control. But before you race out and start recruiting, there are two things you should consider:

1. What is the actual cost of having internal resources that you pay week in, week out?

2. What is the measurable value of building up an in-house lead generation team?

Cost – an internal resource vs. outsourced resource $ checklist

The table below identifies all those costs that are easy to forget about. It’s never just about salaries. Anyway, do the math for yourself.



Recruitment costs, including training, and initial downtime until resource is up to speed $ None. Included in hourly rate.
Benefits load (average of 17% of salary) $ None. Included in hourly rate.
Facilities – rent, power, furniture, internet, kitchen, and bathroom, cleaning, etc $ None. Included in hourly rate
Training and certification $ None. Included in hourly rate
Management overhead – including time taken by managers and sales teams to coach and improve the performance of team members (often at the cost of other sales opportunities)/td> $ None. Included in hourly rate
Hardware – phone, computer, monitors, etc $ None. Included in hourly rate
Software licensing – CRM, productivity software, telephone system $ None. Included in hourly rate
Sick leave and company healthcare schemes $ None. Included in hourly rate
Paid parental leave $ None. Included in hourly rate
Annual holidays and paid public holidays $ None. Included in hourly rate
TOTAL COST PER YEAR $ None. Included in hourly rate



Once you’ve run through this checklist, we’re pretty confident that you’ll find running an in-house team is going to cost you more.

You may be paying for 2000 hours of lead generation activity a year, but can you guarantee that each and every hour is spent on driving sales and nothing else? What if only 75-80% of those hours are productive? How does that impact your cost of sale and bottom line?

But focussing on just costs can be misleading.

Let’s talk about value

Value isn’t about cost. It’s about the return on investment (ROI) you get for all the hard work that goes into building a successful, motivated and high-performing team who generate consistent and predictable telesales results.

It’s about the times between campaigns when there’s not a smooth transition to the next project, and your team is sitting around, trying to look busy and keep morale up. And the wasted hours you’re paying for when they aren’t working.

Or the effort of ramping up your full-time and part-time resource recruitment programme to tackle an extensive long or short-term campaign, and the expense and heartbreak of downsizing your team if you change sales strategies.

And then there’s the boredom factor. While you may find your own company and products endlessly fascinating, focussing endlessly on the same subject can be exhausting for staff, and burnout in these circumstances tends to be high. The results of burnout include increased absenteeism, waning commitment, falling productivity and effectiveness, more conflict with co-workers, and even disruptive behaviour. It’s not surprising that recruitment is a constant activity for some companies!

In a nutshell

We recruit, train and manage lead generation professionals, so you don’t have to.

Due to the variety of projects we undertake, our people are continually learning, so they remained challenged and interested – and stay longer. We provide real economies of scale, so you can run a campaign that spans weeks months, or even years without increasing your own staff overheads.

And most importantly – we make every dollar count. If you pay us for 2000 hours of effort a year, that’s exactly what you get.