Outbound Calling Campaign: For many years, outbound calls have been the go-to strategy for many businesses to reach new prospects and follow-up on leads to close sales. This marketing strategy has been so effective that developers have created software and services to further enhance its benefits.
Outbound call campaigns, when combined with the right strategies, have worked to the benefit of many brands. However, for your business to make a successful campaign, you have to ensure that the setup has a well-defined goal. As the methods of making outbound calls changed from traditional phones to predictive dialers—designed by companies like Call Cowboy—so has the nature of the calls.
The consumer market is an ever-changing landscape that your business needs to approach strategically, not blindly. The nature of calls several years ago may no longer work today, which is why you need to adapt to these changes. However, on the positive side, when you follow the correct procedure, define your goals, and understand your target consumers, you’ll make a successful outbound calling campaign.
How To Set Up A Successful Campaign?
As the consumer market keeps changing, you must follow the proper guidelines on reaching prospects through outbound calling. Your campaign should have well-thought-out ideas and strategies behind it, one that’s appealing to prospects and correctly addresses their needs. It shouldn’t be random, and you’ll have to monitor the calls to run a successful campaign.
The setup has also been aided by different companies like 800 Service that have designed products and strategies through which businesses can run the campaigns.
Here are some helpful tips on how to set up a successful calling campaign:
1. Have Clear Goals
The first step of running an outbound call campaign is having well-defined goals. You have to figure out what you want to achieve through these calls and develop a proper objective to act as the guideline. The objective should be able to answer fundamental questions, such as how the campaign will benefit customers, what the target conversion rates are, and if the objectives are achievable.
Without a clear set of objectives and goals, then the campaign will run blind. There will be no targets, no guiding principles, and it’ll be headed for failure. It’s, therefore, essential that as a manager, you create a plan that clearly outlines the campaign’s goals. Every team member will then have to learn and grasp these goals and set standards. This way, each day of the campaign, their mission will be to achieve the primary goal.
2. Create A Strategy
After you’ve developed your objectives and set your goals, you need to create a campaign strategy. Without a proper strategy, you won’t be able to achieve your goals, and you risk losing sight of the whole purpose of the campaign. Usually, the set goals will guide the campaign strategy, but it’s essential to focus more on addressing the business consumers’ needs.
Remember that every goal of an outbound calling campaign will revolve around generating new leads, so the consumer should come first. By putting the consumer first, you’ll understand their perception of your products and make the necessary adjustments where needed.
Another essential strategy is to value conversations. Yes, the goals of your campaign are to get conversions; but these conversions won’t come without a proper conversation between your team and the customers. When you foster effective communication, clients will feel connected to the business and become more willing to be part of it. Finally, you should ensure that the promises you make are achievable. Promising what you can’t achieve can severely harm the reputation of your business.
3. Segment Your Prospects
Another great way of ensuring you’ll run a proper campaign is by segmenting your prospects into groups. These groups can be based on location, language, or any other set of data collected by your team. When you segment your leads, you’ll be able to design campaign messages that fit them specifically rather than using the same message for different groups of people.
Segmenting can also help you come up with a list of potential buyers. This will help you focus first on those who are most significant to your success. Then, later on, you can go to those you’re not too sure about. The correct segments will also give you an insight into their personal life, like their personalities and free time. With this data, you can be sure of creating a fantastic campaign that’ll connect with the right people.
4. Draft A Call Script
Having a call script will place you in an advantaged position when dealing with prospects. You can design messages based on the segments you created so each message will fit the intended audience. You can also design the potential questions you’ll likely face from customers, research for answers, and be well-prepared.
A good call script should contain a disclosure part, where agents properly introduce themselves, give a background of the company they’re working for, and provide a brief description of why they’re calling. They can then engage the customer on matters such as product description and how the product can satisfy their needs. Ensure that your script seems natural to the prospect to help close the deal faster.
In addition, you should be aware of questions and conversations that may make a prospect uncomfortable. Agents should be keen to avoid questions about a person’s private life unless they bring it up all by themselves. Observing such principles in your engagements will help make and retain customers.
5. Choose a Dialing Strategy
Your outbound calling campaign largely depends on the dialing strategy you’ll choose. The strategy includes the technology to use, the number of employees you need, the data you’ll need to provide to agents, and the campaign period. Design these dialing strategies based on the size of the contact list you’ve drafted.
The major dialers to use are the predictive dialers, Robo dialers, and auto-dialers. These dialers allow your team to make as many calls per day by automating the dialing process so that agents don’t have to do it manually.
This approach will also help you determine the number of employees you need, as a large contact list means a bigger team. With the right dialing strategy, productivity will increase and result in a successful campaign.
6. Provide Training And Incentives For Your Agents
To run a successful campaign, you need to inform and train your staff on the details and basics of the campaign. For example, after you’ve determined the size of the team you’ll work with and you’ve chosen the right dialer, you’ll have to train the team on how to go about using this technology. You also have to train them on how to engage prospects to optimize conversion per call.
To ensure that you have a motivated team ready to excel, you can offer incentives to them. You can divide the campaign into milestones, and every time they complete a milestone, you reward them. You can also have long-term incentives that will be given at the end of the campaign. Rewarding your team shows that you appreciate what they’re doing, which will fuel them to achieve a successful campaign.
7. Run Appropriate Tests
Just before you start engaging your prospects, you need to run the appropriate test on your campaign to determine the possibility of success. You can create buyer personas through the data that you’ve garnered and let your team mimic outbound calls to each other. This is like a readiness test to ensure that the agents are well-prepared to engage prospects.
In addition, it’s a chance for you to test the efficiency of the technology you’re using. This helps to test for bugs and other performance issues that may arise during the campaign. In case of any problem, the test period provides an opportunity to make corrections.
8. Engage Prospects
This is the most crucial part of the campaign because it determines the success of your strategies and your business. How you engage your prospects will either push them away or convert them to buyers.
The rules of engagement when dealing with prospects indicate that you have to make them feel valued. So, first, you need to grab their attention by using their names. Then, invest the conversation around them and not around you; this way, they’ll be more interested.
Secondly, show them the value of the call and their time. You have to state that you’re calling them for a reason, which is to provide solutions for their benefit. That’s why it’s essential to run tests and mimic calls before you engage the prospects. Even when you’re referencing points from the call script, ensure that you sound natural and not like a marketing robot.
When you get the conversation right, the conversions will come. Remember to value the engagement. That’s where you win or lose a customer.
9. Make Follow-Ups
An outbound call doesn’t end after you’ve successfully made a call to a prospect. Calls don’t guarantee conversions until the deal is closed. It’s therefore essential that you follow up on the leads. Other than being important in closing deals, a follow-up makes a business appear more invested in its customers.
An excellent follow-up will give you data collection points about the attitude and the feelings of customers towards your team and your products. With the correct data from customers, you can use it to create buyer personas that will be important for future campaigns.
10. Take Lessons
During the business cycle, you’ll do much more than implement an outbound calling campaign. Each campaign gives you a chance to take valuable lessons that you’ll need on the next campaign. It’s improbable that the campaign will generate a 100% conversion rate. So, ask yourself and your team what lessons you can learn from the experience?
From the follow-ups you make, you can learn where your team went wrong and correct those mistakes. You can also use these as an opportunity to reward your team on the milestones that they’ve achieved.
Importance of Outbound Calling Campaigns
There are several benefits of creating an outbound calling campaign. Regardless of whether you’re looking for new prospects, making a follow-up, or launching new products, your business’s success will be influenced by your outbound calls.
Here are some of the benefits of outbound call campaigns:
- Help Gather Customer Data
By calling customers, you get some time to talk to them, understand their feelings, and, finally, sell to them. You can understand customer needs, which you can use to improve your products. A successful campaign will help you create a good user experience by connecting with prospects and clients.
- Improve Brand Awareness
Outbound calling is a marketing strategy where your agents directly connect to prospects. They then pitch the products to clients as they describe what the business is all about. Every prospect that will be called will become aware of the product, thus increasing brand awareness. Those prospects can also talk about the product to other people.
- Generate Leads
An outbound calling campaign will help your business generate new prospects for the business. For example, when you launch a new product to the market, the best way to get many clients to try and purchase the products is by calling them directly.
The new leads that you create can turn into buyers and make your business successful. Moreover, a product is more likely to sell when an agent talks to a client about it compared to advertisements.
- Improve Team Growth
Some of the valuable skills a business agent should have are interpersonal and communication skills. The training they take before making outbound calls helps them harness these skills. Then, when talking to clients, they’re able to put the skills to practice and master the art of communication.
Over time, your team will grow and develop the essential skills needed to connect with clients and make a business succeed.
Outbound calling campaigns offer several benefits to the business. However, achieving a successful campaign could be complex if you don’t utilize the right strategy. If everyone in the company is aware of the proper steps and a singular goal in the mind, you can set up a successful campaign. Take note that the first campaign isn’t the last; take lessons and improve.