| 1. |
Write the Direct Marketing Plan and set out your objectives. |
| 2. |
Define your Target Markets. |
| 3. |
Call two or three recognized List Brokers to obtain lists covering your Target
Markets. Ask for lists which contain names of decision makers and their telephone numbers. |
| 4. |
If List Brokers are unable to provide the names of the decision makers in your target
market, you'll need to use your TSRs to make these calls first. I caution you not to
overlook this important first step. Successful telemarketing rides on speaking to the
right executives. Sure it costs more to find out who they are - but the results are always
consistently better and always more profitable. |
| 5. |
Develop and test pre-approach letters if necessary. |
| 6. |
Prepare suitable accommodation for your telemarketing department and staff. |
| 7. |
Hire Telephone Sales Reps (TSRs). |
| 8. |
Train, motivate, supervise and monitor TSRs daily - as often as necessary. |
| 9. |
Prepare Scripts/Call Guides and test. |
| 10. |
Refine Scripts/Call Guides and test again. |
| 11. |
Improve Scripts/Call Guides and retest. Repeat this procedure until you crash the
break-even barrier. |
| 12. |
Keep hourly/daily check on results. |
| 13. |
Mail Fulfillment Packages. |
| 14. |
Make follow up phone calls - based on promises made. Or on knowledge of when decision
maker can be expected to take the call. |
| 15. |
Plan and develop your Relational Database in all its necessary detail. |
| 16. |
Obtain or develop a suitable program to run your Relational Database. |
| 17. |
Obtain Computerized Reports of your results daily, with weekly cumulative summaries -
throughout the test period. |
| 18. |
Define the qualifications for making a person-to-person follow up sales call and make
it happen. |
| 19. |
Define the qualifications for adding a name to your database. |
| 20. |
Provide detailed Contact Reports about each prospect to each of your salespersons
prior to their calling on prospects in person. |
| 21. |
Prepare and present MIS reports to your management. |
|
The above 21 point check list might also be regarded as 21 reasons why you'll be
better off hiring a highly experienced telemarketing manager rather than mounting your own
test inhouse. |
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466-4384