So here we are at the dinner with the alleged LEAD.
If you followed the instructions, you’re sure to have:
- CAREFULLY SELECTED THE TARGET GROUP;
- ESTABLISHED THE CRITERIA FOR DIS-QUALIFICATION.
To choose the target audience carefully you answered correctly the key questions:
- What’s the profile of your ideal customer?
Analyse your history and you’ll magically find out that your best customers have common characteristics:
- The turnover range?
- The number of employees?
- The geographical area?
- The product sector?
By doing this search you’ll discover that your ideal target group falls under certain specific categories and that’s where you can start looking for other customers.
- What’s the most common mistake you might make in choosing your target audience?
The biggest mistake is to think that your product or service is ideal for EVERYONE, whereas it’s certainly ideal for some rather than for others.
If you answered this question “My ideal customer is EVERYONE”, you are making a mistake that will preclude the success of the campaign and leave you with ” a bitter taste in your mouth” and with your mistaken belief. Make an effort and find the common parameters.
- What is a SPLIT-TEST?
In case there are doubts about which of the identified targets you should focus more on, or in case your start-up company doesn’t have a record, you can use a Split-Test.
These tests allow you to divide the campaign into two lots and verify which is the most receptive target.
In telemarketing everything must be measured so that the investments are targeted and the ROI is positive.
CONCLUDING…
I want to invite the ideal woman to dinner and I carefully select a database and set objective qualification parameters.
Some criteria are applicable upstream, others during the phone call.
DATABASE: 1,000 women
(such a big sample is to have more chances and give a statistical value to the result so that it can be replicated)
TARGET:
- Age 35-38;
- Title of study Degree;
- Geographical Area Minneapolis;
QUALIFICATION PARAMETERS:
- Blonde;
- Blue-eyed;
- >5’7 tall.
1% REDEMPTION = 10 women
………….
TOO FEW OF THEM?
YES, OF COURSE, BECAUSE THE TIGHTER THE PARAMETERS, THE LOWER THE REDEMPTION BUT….
If successful, how much is the result worth?
