Marketing to schools, especially for products with a long sales cycle, is a real challenge. Education sales managers need to speed up the process and, in some situations, the telephone is just the right tool. Is it right for you? Here’s valuable free advice from a veteran of K-12 telesales and telemarketing.
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Five Ways to Integrate Tele-Services into Your School Marketing Mix
Having served the education industry since the 1970s, I’ve identified some successful Telemarketing to Schoolsapproaches for placing phone calls before or after other marketing vehicles (advertising, direct mail, email blasts, website marketing, field sales, and so on). By utilizing one or more of these methods, I’ve seen response rates for education marketing campaigns improve by 25% to 40% or more. Creative and efficient use of the telephone is an obvious way to improve your sales productivity. Here are five examples:
The Evolution of Tele-Strategies for Marketing to Schools
Strategies for using the telephone for marketing to schools have evolved over the years and continue to become more sophisticated along with changes to the technology itself. First, there were phone solicitors who took phone books and crisscross directories and called every listing. Then came telemarketing, which is calling a list of targeted prospects who we believe would benefit from the offered product or service. Telemarketing became a popular method to qualify leads for field sales reps or to conduct market-research studies. Now companies are challenged to find more cost-effective and creative strategies to increase customer retention and generate new business. One way they accomplish this is by creating inside sales teams. These teams keep customer and prospect information current and ready for direct mail, web, and email promotions, and perform the sales duties of an outside sales rep without the expense of face-to-face visits. Another big change I've seen is the use of the phone in promoting seminars, webinars, and events. Most companies still do not follow up on leads after an event, which is the prime time for closing sales.
How to Design and Implement Successful Phone Usage Strategies
As with any change to your channel strategy, a telemarketing channel, or even a new approach to using the telephone, requires careful planning and understanding of how this method will enhance the overall efficiency and effectiveness of the sales process. The starting point is an analysis that identifies at which points in the sales process phone usage fits best and will be most cost-effective. Next, tools must be developed, including these:
Supercharge your channel strategy now
Five Ways to Integrate Tele-Services into Your School Marketing Mix
Having served the education industry since the 1970s, I’ve identified some successful Telemarketing to Schoolsapproaches for placing phone calls before or after other marketing vehicles (advertising, direct mail, email blasts, website marketing, field sales, and so on). By utilizing one or more of these methods, I’ve seen response rates for education marketing campaigns improve by 25% to 40% or more. Creative and efficient use of the telephone is an obvious way to improve your sales productivity. Here are five examples:
- Inside sales. This activity could include prospecting, nurturing, closing, up-selling and cross-selling current customers; reactivating past customers; generating new business in uncovered territories; or assigning an inside sales team to small or mid-sized accounts.
- Lead qualification to support field sales reps. Prospecting can include qualifying trade-show leads, contacting past customers, or calling from a purchased list of potential buyers. This strategy allows field sales reps to focus on closing sales rather than prospecting.
- Increased attendance at seminars, webinars, and events. Outreach by phone can also help secure attendees and participants for events, confirm attendance, and pursue event follow-up to move leads through the sales cycle.
- Market research. Using the telephone is a way to conduct quick-study surveys or full-scale market research such as perception studies of customers, prospects, vendors, and employees. Market studies are valuable before launching a new marketing program or product, to test price points or validate customer needs, and to investigate possible product uses.
- Circulation qualification. Phone contact is an efficient way to qualify and re-qualify circulation to paid or free periodicals for BPA or ABC audits.
The Evolution of Tele-Strategies for Marketing to Schools
Strategies for using the telephone for marketing to schools have evolved over the years and continue to become more sophisticated along with changes to the technology itself. First, there were phone solicitors who took phone books and crisscross directories and called every listing. Then came telemarketing, which is calling a list of targeted prospects who we believe would benefit from the offered product or service. Telemarketing became a popular method to qualify leads for field sales reps or to conduct market-research studies. Now companies are challenged to find more cost-effective and creative strategies to increase customer retention and generate new business. One way they accomplish this is by creating inside sales teams. These teams keep customer and prospect information current and ready for direct mail, web, and email promotions, and perform the sales duties of an outside sales rep without the expense of face-to-face visits. Another big change I've seen is the use of the phone in promoting seminars, webinars, and events. Most companies still do not follow up on leads after an event, which is the prime time for closing sales.
How to Design and Implement Successful Phone Usage Strategies
As with any change to your channel strategy, a telemarketing channel, or even a new approach to using the telephone, requires careful planning and understanding of how this method will enhance the overall efficiency and effectiveness of the sales process. The starting point is an analysis that identifies at which points in the sales process phone usage fits best and will be most cost-effective. Next, tools must be developed, including these:
- Call guide or script
- Q&A and objection lists with clear responses
- Performance metrics
- Results-tracking method
- Reporting forms and procedures
- Personnel training materials and schedules
- Data analysis to gauge success
Training Your Tele-Reps Ensures Smooth Implementation
The telemarketing team must be thoroughly trained on listening, language, communication, and sales skills. After all, using the phone means sales reps use only half their ability to communicate. Experts tell us that 55% of our communication is nonverbal. Smooth implementation also calls for training to help any newcomers to the K-12 space to understand the education market. Many characteristics of the education market and training about the essentials are the means to a productive telemarketing initiative. Market knowledge means understanding the decision-making hierarchy, the role of gatekeepers, purchasing processes, buying cycles, geographic differences, holidays, and breaks — just to name a few.
Outsourcing Tele-Services Could Be Your Best Choice
Companies considering telemarketing sometimes struggle with the question of whether to use in-house resources or to outsource to a call center. This decision depends on the company’s available resources. A manager considering telemarketing should do a readiness assessment using some of the following questions:
The telemarketing team must be thoroughly trained on listening, language, communication, and sales skills. After all, using the phone means sales reps use only half their ability to communicate. Experts tell us that 55% of our communication is nonverbal. Smooth implementation also calls for training to help any newcomers to the K-12 space to understand the education market. Many characteristics of the education market and training about the essentials are the means to a productive telemarketing initiative. Market knowledge means understanding the decision-making hierarchy, the role of gatekeepers, purchasing processes, buying cycles, geographic differences, holidays, and breaks — just to name a few.
Outsourcing Tele-Services Could Be Your Best Choice
Companies considering telemarketing sometimes struggle with the question of whether to use in-house resources or to outsource to a call center. This decision depends on the company’s available resources. A manager considering telemarketing should do a readiness assessment using some of the following questions:
- Have we ever implemented a phone project in the past?
- What was our success rate?
- Do we have knowledgeable sales personnel or people we could train regarding the market, product or service, and selling skills?
- How many people will we need to reach our goal(s)?
- Do we have trained managers or supervisors?
- How will we know how many dials are needed to reach our goals and objectives?
- What will the phone personnel do when the project is over or during educational market downtime?
- What will it cost to implement telemarketing internally, and what if we outsource these services?
Many companies outsource initially to evaluate the strategy and the return on investment and to check the fit with overall channel strategy. If a telemarketing program is successful, some companies decide to build in-house capabilities while others choose to continue working with their telemarketing partner.
Is Telemarketing a Good Strategy to Boost Education Sales Now?
Today, there is increased pressure on education sales and marketing managers to improve their performance. The K-12 market is competitive, and there is more pressure for return on investment for every budget dollar. In addition, school administrators are more perceptive and careful about purchases they make. With the many changes we are seeing in the education market, smart executives are rethinking their sales and marketing functions. For many years, I have advocated using the telephone more effectively, but I believe now there are more compelling reasons for managers to take a serious look and to seek better results for their sales resources. Creative and proper use of the telephone may be one of the better opportunities to improve efficiency and effectiveness.
By Donna Slaton
http://www.sellingtoschools.com/
Is Telemarketing a Good Strategy to Boost Education Sales Now?
Today, there is increased pressure on education sales and marketing managers to improve their performance. The K-12 market is competitive, and there is more pressure for return on investment for every budget dollar. In addition, school administrators are more perceptive and careful about purchases they make. With the many changes we are seeing in the education market, smart executives are rethinking their sales and marketing functions. For many years, I have advocated using the telephone more effectively, but I believe now there are more compelling reasons for managers to take a serious look and to seek better results for their sales resources. Creative and proper use of the telephone may be one of the better opportunities to improve efficiency and effectiveness.
By Donna Slaton
http://www.sellingtoschools.com/
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