I am often asked about the value of telemarketing during the summer and December. The instinct of many salesmen and managers is that you can’t make the meetings during this time as people are on holiday, so what’s the point. As a result they do not make any effort to create any meeting for effectively 2 months of the year.
Wow…….
That’s 16.5% of the year’s capacity to generate new sales meetings taken out.
Over the past 7 years I have studied this to see if there really is a link between the ability to make sales meetings and the time of year. The conclusion is clear. There is no difference regardless of the time of year, industry, size of business or level of target contact in the number of meeting a telemarketer generates.
In fact ever year I am shocked at just how consistent telemarketing is as a form of generating sales leads, month in and month out. However, I have spotted something else and this is the root of the impression so many people have. It relates to when the meetings actually take place. Salesmen often see a sharp decline in the number of sales meetings they attend in late July / early August. With very few meetings held in August at all then an abnormally high number of meetings in September. This same pattern is then repeated in mid December into mid January.
If you look at the graph you can understand the sentiment of those who feel that holiday periods are a waste of time for telemarketing. However, I would urge you to think about this very carefully next time it is discussed. Do you really want to reduce your telemarketing capability by 16.5%? The evidence would suggest that you keep telemarketing every working day of the year.
Wow…….
That’s 16.5% of the year’s capacity to generate new sales meetings taken out.
Over the past 7 years I have studied this to see if there really is a link between the ability to make sales meetings and the time of year. The conclusion is clear. There is no difference regardless of the time of year, industry, size of business or level of target contact in the number of meeting a telemarketer generates.
In fact ever year I am shocked at just how consistent telemarketing is as a form of generating sales leads, month in and month out. However, I have spotted something else and this is the root of the impression so many people have. It relates to when the meetings actually take place. Salesmen often see a sharp decline in the number of sales meetings they attend in late July / early August. With very few meetings held in August at all then an abnormally high number of meetings in September. This same pattern is then repeated in mid December into mid January.
If you look at the graph you can understand the sentiment of those who feel that holiday periods are a waste of time for telemarketing. However, I would urge you to think about this very carefully next time it is discussed. Do you really want to reduce your telemarketing capability by 16.5%? The evidence would suggest that you keep telemarketing every working day of the year. New Business Generator is an online lead generation service specializing in matching companies with marketing projects to potential suppliers. To learn more visit www.telemarketinggb.com
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