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Mistakes in Buying Telemarketing Lists |
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Written by Caree J. Eason
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Maximize the Return on Your Investment by Avoiding These Common Pitfalls
Purchasing a mailing or telemarketing list can greatly assist the home-based business owner with locating potential customers. As with any investment in your business, however, keep in mind the Latin saying, "Caveat emptor," or “Let the buyer beware.” To increase the effectiveness of your prospecting efforts (and to maximize the return on your investment), avoid these common pitfalls when purchasing your next list of leads:
Mistake #1: Accepting your list broker’s word about customer happiness and satisfaction.
Always ask for proof. Ask for a testimonial letter from at least one satisfied customer. List providers will not feel comfortable providing you with the name and number of a satisfied customer. Your representative should not have a problem sending you a copy of their best testimonial letter.
Mistake #2: Using samples to start your marketing campaign.
Do not be discouraged if your list broker cannot provide you with a sample mailing/telemarketing list. Accept any information that your list broker can provide. List samples are very costly and if your list broker can provide you with list samples, question the origin of where and how your list broker is generating lists. Some list brokers will give potential customers previously sold data as a sample, which is not beneficial to you or your marketing campaign.
Mistake #3: Proceeding with ordering without getting a SAN.
Make sure that your company has a current Subscription Account Number (SAN). If not, register with the Federal Trade Commission prior to purchasing any list that contains consumer or business telephone numbers. You may register at this web site: https://telemarketing.donotcall.gov.
Mistake #4: Feeling pressured to buy if your list broker cannot help you.
Go to a broker that can help you. Good list brokers provide companies with mailing lists that best suit their marketing needs.
Mistake #5: Settling for limited list varieties.
hoose a list broker that can offer a wide variety of mailing lists. An effective list broker has access to almost all available mailing lists.
Mistake #6: Feeling pressured by your list broker to buy now.
Timing is critical. Don’t order your list weeks or months in advance. Order your list a few days before telemarketing or mailing. If you have dated material to mail, make sure you allow enough time for your mailing piece to be delivered.
Mistake #7: Ordering just to order.
Think about what kind of prospects you are telemarketing to first. Prepare a telemarketing script. Determine who you are targeting and why. Prepare and print all mailing pieces before ordering lists. This will save time and money.
Mistake #8: Just mailing with no follow-up.
Always follow up with a phone call. You can enhance your mailing efforts with a telemarketing program. Most mailing lists have phone numbers available as well. This is a good tool to use as a follow-up to a direct marketing campaign to remind the consumer of your product or service.
Mistake #9: Being cheap.
There’s an old adage, “You get what you pay for.” Don’t just call one time or mail one time. Definitely repeat mailings and calls. When a consumer sees a product more than once or twice, that consumer is more likely to remember. Humans learn by repetition and the more something is put in front of them, the more likely they are to respond to the offer. FoIIow-up mailings are best done fairly close together so that the consumer can recall the product.
Mistake #10: Assuming all customers can use your product or service.
Know what type of consumer or business you want to target, including but not limited to age, income, family size, mortgage information (if applicable), and credit standing level (if necessary) for your marketing campaign. A good list broker will be able to help you determine the correct search criteria for your campaign. Always have some idea of what and who you are targeting before ordering a telemarketing list.
Mistake #11: Assuming gas is cheap or getting cheaper.
Take the time to determine what geographic areas you would like to target. There is nothing worse than contacting a customer too far from your office location. Your list brokers should give you multiple location options such as city, state, area code, zip code, county, and mile radius. HBM
If you have any questions regarding buying mailing or telemarketing lists, please contact Caree J. Eason, Elite Business Services, Inc. Telephone: 586-463-5626. Fax: 586-468-1443. Web site: http://www.elitesales.biz.
Previously published in the June 2006 issue of HOME BUSINESS® Magazine, an international publication for the growing and dynamic home-based market. Available on newsstands, in bookstores and chain stores, and via subscriptions ($15.00 for 1 year, six issues). Visit www.homebusinessmag.com
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