Untitled Document
The days of rotary phones and outdated cold-call lists have come and gone. The
latest appointment setters use intricate customer relationship data to converse
via Web cam with potential consumers. Invoices are instantly identified, and
processes for membership registration are placed on autopilot. This is appointment
setting in the new millennium--and the best is yet to come.
Appointment Setting Technologies Abound
Next-generation appointment-setting services tap the power of the Web to extend
their global reach and personalization abilities. According to MANAGEsmarter,
the complex challenges of differentiating products or services to customers
and prospects require a new set of solutions that leverage technology. Passe manual
methods often lead to such profit-killers as double scheduling, callbacks,
or transfers. The message: how a company sells is more important that what
is being sold.
- Utilizing Customer Data. Customer Relationship Management (CRM) technologies
get placed in the hands of appointment setters to customize the pitch
- Reducing
Costly Overhead. Automating the appointment-setting process conserves labor
and allows that money to be used in marketing and retention
- Eliminating
Scheduling Errors. The ever-present human error, while expected, can be
reduced significantly by setting standard rules and processes
Appointment Setters Take an Active Role
An intriguing study by eti Sales Support underlined the critical nature of
the human and technology interaction with respect to the appointment-setting process. In an environment rife with an unmotivated sales force, antiquated
contact tracking methods, and ignorance of live market data, the study showed
that an introduction of best-practices made an immediate difference in productivity
and return on investment (ROI). Highlights of the initiatives include:
- Automation. A system of automatic outbound and inbound lead distribution
and notification to the sales force resulting in 1 in 5 sales per qualified
lead
- Synchronicity. Appointment setting through shared calendars improved
employee
satisfaction consistently
- Timeliness and ROI. Web-based reporting of project
progress and statistics generated $400 of revenue for every $1 of project
cost
When It Comes Time to Choose
The ease of Web-based appointment
setting encourages business of all sizes
to consider taking the plunge. According to data collected by the Aberdeen
Group in a March, 2008 study of over 200 companies, using direct marketing
software and email marketing tools for appointment setting pays big dividends.
Appointment-setting devotees set several interesting trends:
- Quality over Quantity. Best-in-class appointment
setters value lead quality
over lead quantity, a characteristic identified using CRM data
- Lead Satisfaction. Only 5 percent of the best-in-class organizations reported lead dissatisfaction,
compared with 19 percent of the rest
- Hidden Secrets. Clearly quantified
deliverables equate to fewer missed appointments
As new packaged and andagrave;-la-carte appointment-setting technologies become
available, finding the right fit becomes easier. CEOs should look for sensible
tools that integrate seamlessly with their current operations.
Sources
Aberdeen
Group (PDF)
eti Sales Support
MANAGEsmarter
