A call centre can make or break your direct marketing campaign

Here’s an example:

Let's say the cost per lead for the campaign is R40.
If the call centre closes 20% of the leads, the cost per sale is R200.
If the call centre closes 5% of the leads, the cost per sale is R800.

Most sales managers would deem (depending on the product) the latter to be unacceptable.

Here are a few tips on how to get the most from your call centre.

• Incentivise the call centre operators. You are competing for time with other campaigns so make sure they are rewarded.
• Daily reporting. Work with them to setup clear and easy reporting systems. Was the lead called? When? What was the outcome?
• Hot leads should be called within hours.
• Training. It is important for an operator to understand the whole marketing process.
• Focus on a few operators when starting a new campaign. Get the recipe right before you expand.

Call centres are invaluable to the value chain so include them when you’re “selling” a direct marketing / lead generation campaign to the powers that be and listen to their feedback.