Improving Outbound Sales through Outsourcing

Just a few years ago, face-to-face selling was still the primary way to market any product or service. Rare were the companies or individuals who purchased an item over the phone from an unknown caller. The changing conduct of society, the falling cost of telecommunications and the revolution in technologies have transformed the way companies are selling their products and services today. More important, competition in the marketplace and the necessity to achieve greater efficiencies have driven companies to further reduce the cost of their business operations. More and more, the telephone is a primary media used in most selling processes. Many corporations today engage in the high-margin business of telephone sales. Programs range from single-call sales for a product or service, to lead generation for a sales team (some involving appointment set up, seminar registration or follow-up calls on inquiries made on a customer service line). There are almost as many ways to implement an outbound campaign as there are products or services to market. Strategically outsourcing outbound sales has increased greatly among Fortune 1000 corporations whose main objective is to increase sales while reducing their costs. Some reluctance still exists, however, due to issues historically related to the outsourcing decision: lack of data control, fear of over-dependency on a third-party vendor, internal resistance, management issues, etc. Before presenting the benefits of outsourcing, it is important to bear in mind the critical success factors for an outbound campaign. Thereafter, improving outbound sales, whether through outsourcing or internally, lies in enhancing any or all of the key areas: Pre-direct-mail campaigns, Lists, TSR selection, TSR training, Technologies utilized, Incentive programs, Offers proposed to potential customers.

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