Since there are so many effective marketing and sales channels available to organizations today, it’s important to take an integrated approach in order to improve brand exposure across multiple touchpoints. Selecting only a few channels is often too limiting, and a mix of both “new” and “traditional” approaches is best. In the “traditional” category is the old standby – the telephone call. A live, two-way conversation remains one of the most productive marketing and sales tactics today, which is why it’s in an organization’s best interest to invest in an outbound calling campaign. Here are 5 of the top reasons to do so:
To gather target audience insights
The more that a company knows about its target audience, the better they will be able to market to them, connect with them, and ultimately sell to them. An outbound calling campaign can be executed to conduct market research that will unveil target audience behaviors and needs. Having conversations with target audience members can uncover insights that might not have been found otherwise. These insights can be used to improve upon sales and marketing messaging in addition to informing product/service development.
To improve brand awareness and recall
When approached the right way, a phone conversation can be a great introduction to a company/organization/brand. A phone conversation is much more personal than other outreach methods.
To maintain a current sales database
In the sales world, the sales database is everything. When the sales database is accurate, it provides sales professionals with current information that can be used to craft a personalized sales pitch. An outdated sales database can result in uninformed sales pitches that come off as unprofessional. An outbound calling campaign can be executed to gather the most recent information and ensure that the sales database is accurate.
To generate leads
The phone call remains an important lead generation tool. Unlike other outreach efforts, it establishes a personal connection with the representative on the other end of the line which can go a long way towards generating a lead. The conversation can flow naturally and speak directly to the needs of the prospect.
Once a prospect becomes a lead and moves further through the sales funnel the goal of an outbound calling campaign shifts to selling. At this point, the most experienced inside sales professionals take over and utilize all of the knowledge gained throughout the entire sales lifecycle.
Outbound calling campaigns do work and they play an important role in the overall inside sales process.