Which is more important: List, Offer or Presentation?

Don't you often wonder which has the most effect on the success of your telemarketing campaign?

The three critical elements are the list, the offer and the telemarketer's presentation. All three carry an important role. If any one is absent, telemarketing will not be successful. As the telemarketing manager you must be managing all three.

So many times telemarketing personnel are quick to blame the list they are working first. Closer examination will revel problems with an noncompetitive offer. If the offer to the prospect is not competative to what they suspect is avaialble in the market place they will not respond to the presentation and allow the process to purse to the next level.

If the telemarketer's presentaiton is not positive or sounds "canned" the prospect will again stop the process from going forward. As prospects become more sophisticated the telemarketer's presentation has to be viewed as less canned, less bothersome and more helpful to the prospect. There are numerous styles now for telemarketers that use the "professionally help" approach that leads the prospect to solving a specific problem. The first hint the telemarketer has that the prospect does not have a need the telemarket can present a reasonable solution for, it's time to head to the professional exit and leave a good feeling with the contact that his "no interest" was respected.

The list must be in "the ballpark". Situations change so rapidly that lists that are close to the prospects basic characteristics will generally produce good to exceptional results if the offer is competitive and the presentation is professional and helpful.

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