David Simpson & a colleague are speaking at the next Weybridge ecademy meeting at the end of September. The event is entitled “A Glimpse into Networking today” and is descibed as “… an interactive evening where they will reveal the findings of their survey on networking opinions, experiences and habits. See how these results can be meaningful in your future networking activity. Be prepared to participate and add your opinions to what promises to be a lively & entertaining evening. There is also going to be a “Wall of Fame” and an hour or so for free networking, so bring plenty of business cards with you.

Looking forward to tonight’s B2B Marketing Awards where we, along with our telemarketing agency Slipstream, have been shortlisted for an award.

Nurturing has been an increasing focus for B2B marketers to combat the challenge of the “leaky funnel”.  Whether this be email nuturing or tele nurturing, there was a recognition that responses early in the sales stage were not followed up by sales and opportunities were being missed.

Over the past couple of years, we have been working with Slipstream to develop and hone a nurturing process, based on an approach that looks to replicate a sales call and the buying cycle of the prospect.  Known as “Learn, Scope, Select” the process flow attempts to map relevant material, assets, marketing events, etc. to the buying cycle for a particular IT issue.

The IT journey is mapped out in three stages:

1.  Issue recognition: Provide material for a client to Learn about the topic/theme/issue – e.g. brochures, interactive tools, podcasts, etc.  The objective is to assist people in the issue recognition stage by providing objective, relevant and timely information.

2. Scope requirements: Allow the prospect to Scope out their requirements and the solution in more detail – e.g. case studies, solution sheets, webinars, events, etc.  The objective is to provide prospects with information that demonstrates IBM’s capabilities and explains different solutions.

3. Supplier selection: Assist the prospect to Select an offering/product/solution to address their business issue – e.g. endorsements from 3rd parties, comparative information, etc.

Utilising tele resource to categorise organisations based on their stage of the buying cycle has enabled us to segment marketing messages to make them more relevant.  It also ensures that all responses, regardless of how early the prospect is in their buying cycle, are followed-up, managed, and communicated with on a regular basis.

The Award entered is Best B2B lead nurturing initiative, and the approach is something that we are further developing within IBM to incorporate both email and tele-nurturing process flows.

Povestea e simplă. Citatul, celebru. Dacă faci la nesfârşit acelaşi lucru şi aştepţi să se schimbe ceva, înseamnă că eşti nebun. Şi, cu toate astea, continuă să curgă telefoanele din ciclul Suntem agenţia – firma de consultanţă – firma de producţie x şi am vrea să stabilim o întâlnire.

 Ca să ce? Cu toţii au aflat, se pare, că un email e mai uşor de respins. Presiune, presiune, hai să ne întâlnim. Am un prieten care a studiat prin STate. De acolo a venit cu o viziune foarte clară despre cum trebuie abordat clientul, şi se pare că funcţionează, pentru că – în doar câţiva ani – a ajuns să aibă clienţi “grei”, bănci şi firme de leasing, pentru care operează sisteme personalizate de direct marketing. Ce face el diferit de ceilalţi?

Îmi amintesc prima întâlnire. Lucram într-o multinaţională. Mailul era foarte scurt, îl puteai citi în cincisprezece secunde. Spunea ceva de genul “am o propunere de pricing care ar putea determina 40% dintre clienţii tăi să folosească un serviciu”. Pe vremea aceea, problema era că toată lumea utiliza produsul de bază, dar nimeni nu cumpăra facilităţile suplimentare ale acestui produs. Fireşte că l-am invitat la o întâlnire, nu o ceruse, ci doar îmi propusese ceva interesant.

Unde e propunerea de valoare într-un demers de vânzări? Care e “cârligul”? Mi-aş dori ca oamenii să facă cel puţin două lucruri înainte de a da un telefon de tipul “ştiţi, am trimis noi un email, l-aţi citit? Nuuuu? – frustrare evidentă – Nu-i nimic, atunci vă propunem oricum să ne vedem ca să vorbim despre noi.”

Nu despre noi. Despre el, despre ea, despre client. Un business nu e nimic fără client. I-ai studiat afacerea înainte să îi dai telefonul de “hai să ne întâlnim”? Şi, dacă da, ai găsit ceva la care ai putea contribui astfel încât să devină mai profitabilă? Dacă răspunsul la ambele întrebări  nu este DA, ia mâna de pe telefon şi fugi să îţi faci temele. Altfel, te minunezi de ce nu are ursul coadă.

September 2009
We are delighted to announce that David Simpson, Managing Director of Mainstream Marketing UK Ltd has been accepted into The Chartered Institute of Marketing, the leading professional Marketing body. This keeps us at the cutting edge of the industry, guaranteeing best practice and adhering to the Code of Professional Standards. David was accepted on the basis of his considerable marketing experience at the highest level of the industry.

Utilizaré las primeras líneas para matizar las siguientes, habida cuenta de que en la actualidad, hasta el nazi más descendiente de meretriz, con todos mis respetos a su madre, es capaz de enarbolar la corrección política para llamarme racista, xenófobo o cualquiera de los adjetivos que no pretendo merecer tras la lectura inteligente de las mismas: Opino que el afán de lucro de las empresas hace que desprecien la importancia de las diferencias dialécticas en sus relaciones con el cliente, lo que demuestra la falta de escrúpulos de las unidades de toma de decisiones de dichas compañías.

Seguro que no es la primera vez que llaman a un servicio de atención al cliente de cualquier respetable empresa suministradora de servicios (telefonía, internet, banca, tv digital, tarjetas, etc…) y les atiende la dulce voz de Evelyn Jennifer o Rodrigo Mauro, con su inconfundible y agradable acento, originario de cualquiera de los países del mundo con los que compartimos idioma, aunque sea más en teoría que en la práctica.

Esta circunstancia, derivada, en unos casos, de la externalización del servicio de atención al cliente a algún país latinoamericano donde los costes laborales son mucho menores, y en otros de la contratación en España de trabajadores inmigrantes que, en general y debido a varias razones, también presentan un coste relativo menor que el de contratar a nativos españoles, tiene entre sus consecuencias, además del innegable enriquecimiento de la compañía de turno, la aparición de algunos fenómenos lingüísticos a los que tendremos que acostumbrarnos, que presentaré con algunos ejemplos:

1. Si al llamar al servicio de averías usted menciona que “ha COGIDO el teléfono y no le funciona”, y al otro lado se oyen risas del operador de atención al cliente, acaba de tomar contacto con la Homonimia Intervariante, y casi seguro que su interlocutor procede de Argentina, Uruguay, Paraguay, Bolivia, Cuba, Perú o México; países donde un verbo tan inofensivo en nuestras latitudes adquiere significados algo más comprometidos. Se habla de Homonimia Intervariante cuando dos palabras se escriben exáctamente igual, pero sus significados difieren ampliamente según la variante nacional del Español en la que nos hayamos formado. Esto no ayuda a resolver mi problema con el teléfono

2. Si llama para consultar cuándo llegará su router wifi para poder usar su nueva adsl de tropecientos megas, y la operadora le indica que “SEGURAMENTE llegará esta semana”, borre esa sonrisa de su cara, porque si dicha operadora nació y estudió en Guatemala, la Antonimia Intervariante le va a jugar a usted una mala pasada, pues quiere decir que es muy improbable que llegue esta semana. Es fácil adivinar que esto sucede cuando la misma palabra tiene un significado diametralmente opuesto según la variante del Español. Esto me cabrea bastante porque pretendía ver el partido del domingo en Rojadirecta.com.

3. Si le llaman de alguna compañía de seguros para ofrecerle un seguro para su CARRO, no se vaya a creer que el hecho de que Carrefour esté retirando las bolsas de plástico ha hecho a las aseguradoras inventar el seguro para el carrito de la compra, muy probablemente se trate de una llamada procedente de cualquier país iberoamericano refiriéndose a su coche, y acabamos de conocer a la Sinonimia Intervariante, donde una palabra habitual a la que le damos en España un significado no se utilizaría para definir el mismo concepto.  Esto no es muy grave, pero me apetecía poner tres ejemplos

Como se podrá observar, hoy he intentado hablar con una empresa de servicios, y me ha resultado difícil llegar a entenderme con el operador, y tras pensar un rato me he decidido a desahogarme aquí, ya que el hombre no tiene la culpa, sino la empresa española de servicios que contrató a otra en Tegucigalpa para que le hiciese el telemarketing por VoIP en España pasando de dar una formación de 12 o  15 horas sobre diferencias semánticas y dialécticas entre las variantes nacionales del Español o Castellano.

La globalización es lo que tiene. Nos toman por azonzados, candelejones ,tilingos, cojudos, tarugos, aparupados,
telenques, tetos,timpacos, tulpacas, boludos, tilengos, bedoyas, bolsones, tembos, tórtolos, achonados, bagres, bembos,apantallados, tiliches, ¿o TONTOS?

Me envía César Martínez Dalmau esta completísima bibliografía sobre contact center en castellano. Su contribución es esencial para todos los que queremos ampliar nuestros conocimientos, y probablemente es la mejor bibliografía en nuestra lengua sobre nuestra industria. Su propuesta me da la idea para crear una sección específica dedicada a bibliografía, en próximas fechas la ampliaré con publicaciones en inglés y con otros libros, que aunque no son pensados en concreto para un contact center, pueden ser gran aplicación.

César, muchas gracias. Un placer contar con tu colaboración.

Bibliografía

- Telemarketing y los secretos de la venta por teléfono  (Bouillerce, Brigitte)

- Telemarketing. Comercialización por teléfono (Pope,J.)

- Marketing telefónico. Técnicas, fichas de trabajo y aplicaciones (Bob Stone y John Wyman)

- Telemárketing en acción (S ediciones)

- Venta por teléfono (S Editorial)

- Telemárketing (Gestión 2000)

- Telemárketing. Usos sociales y comerciales del teléfono en España (José Antonio Díaz)

- Cómo vender con éxito por teléfono (Gestión 2000)

- Manual Completo de Telemárketing (Gestión 2000)

- La comunicación telefónica como técnica de venta (Deusto)

- Curso básico de Telemárketing (De Vecchi)

- Claves del éxito en Telemárketing (Díaz Santos)

- La venta por teléfono (Deusto)

- La prospección de clientes por teléfono (Deusto)

- El uso eficaz del teléfono (Victor)

- Televenta de guerrila (Deusto)

- Telemárketing. El marketing por teléfono (Antonie Lajouanie)

- 33 secretos eficaces en ventas por teléfono (Mc Graw Hill)

- La llamada del éxito (Playor)

- Manual Práctico de Telemarketing y E-mail ( Jorge Luis García)

- Cómo hacer Telemárketing con éxito (Granica)

- Venta por teléfono (Pirámide)

- Telemárketing  (Ideaspropias Editorial)

Εντάξει, όλοι μας ξέρουμε ότι η Αθήνα δεν κοιμάται ποτέ αλλά τέλος πάντων ήθελα να βρω έναν ποιητικό τίτλο για να σας μιλήσω για την νίλα που έπαθα Σαββατοβραδιάτικο…

Για να σας κρατήσω σε αγωνία, κανονικά πρέπει να ξεκινήσω την διήγησή μου από την αρχή-αρχή ή και ίσως από λίιιιιιιιγο πιο πριν, κανένα μήνα ας πούμε… αλλά επειδή εγώ δεν είμαι του συγγραφικού αλλά του δημοσιογραφικού (όπως λέμε δεν είμαι του ποιοτικού αλλά του λαϊκού, ένα πράγμα), σας λέω από τώρα ότι έπεσα για απογευματινό ύπνο για να βγω στις 11 και ξύπνησα στις 4 (το είχα ξαναπάθει και έχασα ένα πάρτι του AkouAuto αλλά δεν περίμενα να μου ξανασυμβεί).

Και τώρα όσοι ησύχασαν, που έμαθαν τι έπαθε η Μαριλού το Σάββατο 21 Νοεμβρίου του σωτηρίου έτους 2009, μπορούν να σταματήσουν να διαβάζουν και να χάσουν όλα αυτά τα ωραία που έχω γράψει στην συνέχεια και που θα διαβάσουν οι λιγότερο περίεργοι και αυτοί που δίνουν σημασία στον άνθρωπο “Μαριλού” – με λίγα λόγια όσοι έχουν την άλλη περιέργεια να διαπιστώσουν γιατί αυτή η κοπέλα άνοιξε blog αφού βαριέται να γράφει.

<parenthesi>Α, ναι! Γιατί σε αυτό το σημείο πρέπει να πω ότι καλά καλά δεν το άνοιξα το ρημάδι και κοντεύω να το κλείσω (ήδη το έχω αφήσει στην τύχη του και αραχνιάζει). Όμως, όπως σας είπα “Δεν προλαβαίνω” και ειδικά αυτή την εβδομάδα, που γινόταν της ζουρλής το κάγκελο και ένιωσα τόσο busy (ναι, μπίζι! Ποιο είναι το παράξενο?) όσο ο Ομπάμα όταν πρέπει να βρίσκεται σε 50 σημεία του κόσμου ταυτόχρονα (ναι, τόσο ψώνιο είμαι :Ρ) και ταυτόχρονα να ρίχνει και λαμπερά χαμόγελα δεξά-ζερβά (sic). Γιατί μην το γελάτε! Το θέμα του χαμόγελου είναι δύσκολο και θα το αναλύσουμε μία άλλη φορά. Όπως και σε λίγο καιρό (δεν ξέρω πόσο ακριβώς) θα σας πω γιατί έτρεχα.</parenthesi>

Φτου ρε γαμώτο!

Για να μην σας τα πολυλογώ (τι “να μην”; – που σας έχω ταράξει στην φλυαρία!), η απογευματινή σιέστα ολοκληρώθηκε μετά από 9 ολόκληρες ώρες. Και φυσικά, όταν ξύπνησα, ούτε που ήξερα τι ώρα είναι, τι μέρα είναι και ποια χρονιά! Και επειδή όπως λένε οι ανυπέρβλητοι Νικολακοπούλου/Κραουνάκης “Το θέμα είναι να έχεις βούτυρο στη φρυγανιά” αλλά και επειδή με είχε κόψει μαύρη πείνα, αποφάσισα να εκδράμω στην κουζίνα και να εισβάλλω στο ψυγείο. Στο μεταξύ, προσπάθησα να αυτοτοποθετηθώ χωροχρονικά, στο οποίο με βοήθησε το κινητό μου, όπου βρήκα αναπάντητες, sms, μηνύματα στο facebook να ρωτάνε πού είμαι. Φτου ρε γαμώτο! Πάλι έπεσα να κοιμηθώ για μία ώρα και να βγω και έχασα την έξοδό μου! Και θα πήγαινα στο Γκάζι! Στο Fox. Fox! Όχι Vox, βρε μπουζουκόβια πλάσματα : ) Μάταια με έψαχναν ο Αλέξης, ο Πέτρος και δυο τρεις ακόμα. Ίσως να υπέθεσαν ότι πέθανα. Δεν ξέρω. Να θυμηθώ να τους ρωτήσω σήμερα…

Σηκώνομαι λοιπόν να δω τι υπάρχει στο ψυγείο και ανοίγω τηλεόραση. Λοιπόν, την ώρα εκείνη, που οι μεν κοιμόμαστε, οι δε μασαμπουκώνουμε βρώμικα στις καντίνες Αθηνών, Πειραιώς και περιχώρων και οι υπόλοιποι είμαστε έξω (ψιλολιώμα εννοείται) και τσακωνόμαστε για το ποιος θα κεράσει, ενώ προσπαθούμε να μετρήσουμε τα ποτά/σφηνάκια/μπουκάλια μπύρας, που έχουμε πιει, και για να πληρώσουμε την εκνευρισμενοκουρασμένη γκαρσόνα, που θέλει επιτέλους να τελειώνει με τους μεθύστακες και να πάει σπίτι της να ξεραθεί στον ύπνο, εκείνη την ώρα λοιπόν, στον πλανήτη ελληνική τηλεόραση γίνονται θάματα και πράματα!

Tο γλυκοκούτι και το χαζοκούτι

Και το διαπίστωσα την ώρα, που με μεταμεσονύχτια+ (ναι, επίτηδες  έβαλα το +) χαρά διαπίστωνα ότι υπάρχει θεός αφού η απόδειξη ήταν ότι μες στο ψυγείο υπήρχε ένα κουτί γεμάτο παστάκια, εκλεράκια, σουδάκια, ταρτάκια κι έναν μπαμπά (το γλυκό εννοώ!). Ανοίγω λοιπόν το γλυκοκούτι και το χαζοκούτι κι αρχίζω να καταναλώνω το περιεχόμενό τους.

Το τι παρήλασε από τα μάτια μου δεν λέγεται! Ένα 90% των καναλιών έδειχνε – τι άλλο; – αθάνατο και all time classic τελεμάρκετινγκ (επίτηδες γραμμένο με γκρίκλις). Ρε παιδιά, πού είναι όλα αυτά τα φανταστικά προϊόντα, που κυκλοφορούν στην αγορά κι εμείς δεν τα χρησιμοποιούμε για να είμαστε χαρούμενοι και να το δείχνουμε χαμογελώντας με κάτασπρα δόντια, τα οποία έχουμε ασπρίσει με ένα πράγμα σαν το μπλάνκο που είχαμε στο σχολείο;

Κυρίες έχαναν πόντους με θαυματουργό τρόπο φορώντας κάτι ολόσωμα καλσόν, που ξεκινούσαν από τους αστραγάλους και τελείωναν στις μασχάλες, άντρες έβγαζαν μαλλιά ψεκάζοντας την καράφλα τους με κάτι σπρέι (που δεν έχω καταλάβει αν βγάζουν χρώμα, τρίχες ή και τα δύο), κοπέλες με 3.371 φακίδες (μόνο στο ένα μάγουλο) αποκτούσαν τέλειο δέρμα με κάτι ειδικές κρέμες-σοβάδες, σεφ και νοικοκυρές έφτιαχναν μέσα σε 17 δευτερόλεπτα με κάτι μίξερ απολαυστικούς χυμούς (ό,τι πρέπει για τα παιδιά) από ανανά, αυγό, αβοκάντο, γιαούρτι, τυρί, αντζούγιες, μάνγκο και φυσικά λίγο ταμπάσκο για γεύση, άντρες και γυναίκες που δεν είχαν αθληθεί τα τελευταία 50 χρόνια της ζωής τους και είχαν περισσότερο λίπος στο σώμα τους από ό,τι κι ένας ελέφαντας, μέσα σε 2 μήνες και με κάθε λογής μηχάνημα (που θυμίζουν όργανα βασανιστηρίων) αποκτούσαν σιδερένιο 6 pack και τέλεια οπίσθια και μάλιστα ΞΕΚΟΥΡΑΣΤΑ! Και όλα αυτά στο σπίτι μας! Από τον καναπέ μας!

Το ροδάκι μού έκλεψε την καρδιά!

Το καλύτερο όμως ήταν ένα ροδάκι βαψίματος, που αντί να το βουτάς στην μπογιά, του βάζεις μέσα μπογιά από μία ειδική υποδοχή, οπότε όταν βάφεις αυτό ζουλιέται σαν σφουγγάρι (ή κάτι τέτοιο) και βγάζει προς τα έξω την μπογιά. Δηλαδή, δεν πιτσιλάει, δεν τρέχει, δεν λερώνει, δεν σκοτώνει. Πάντα είχα την απορία σχετικά με αυτό το πράγμα: Είναι που είναι ζόρικο το βάψιμο, ειδικά στα πιο ψηλά σημεία. Όταν βάζεις και μπογιά μέσα στο μαραφέτι, δεν γίνεται ακόμη πιο βαρύ και άντε να το κουνήσεις; Τις απορίες μού τις έλυσε το επόμενο πλάνο, όπου μία κυρία κατενθουσιασμένη έλεγε ότι από την χαρά της δεν μπορεί να σταματήσει να βάφει ό,τι βρει μπροστά της, καθώς κι ένας κύριος που έδειξε φωτό που τον δείχνουν σκαρφαλωμένο σε μία σκάλα ύψους 2,1 χιλιομέτρων να βάφει κάτι που μοιάζει με γιγάντιο τοίχο εργοστασίου και να διαβεβαιώνει εμένα προσωπικά μαζί με 5-6 υπόλοιπα άτομα σε όλη την ελληνική επικράτεια (τόσοι νομίζω ότι πρέπει να ήμασταν όλοι κι όλοι) ότι δεν κουράστηκε καθόλου για να το βάψει, χάρη στο ροδάκι βαψίματος TheBestRodaki&IfUDontBuyItURStupid, που στοιχίζει μόνο 99,99 ευρώ (χωρίς τα έξοδα αποστολής). Φυσικά, αν το παρήγγελνα εκείνη την στιγμή (δηλαδή στις 4:29:37 π.μ. της 22ας Νοεμβρίου 2009) θα έπαιρνα δώρο όλη την οικογένειά του, από τα μικρότερα αδέρφια του μέχρι τον χοντρό παππού του, για να μπορώ να βάψω κάθε γωνία του σπιτιού μου – ακόμη και πίσω από το μπιντέ.

Το υπόλοιπο 10% των καναλιών έπαιζε σε επανάληψη ελληνικές σειρές, με τους ίδιους ηθοποιούς που βλέπουμε και σήμερα στις ελληνικές σειρές αλλά προ: botox, πλαστικών, βαφών μαλλιών, λίφτινγκ, λιπαναρροφήσεων, προσθετικών στήθους, 15ετών, αναγνώρισης, καβαλήματος καλαμιών, γκριζαρίσματος στους κροτάφους, ψεύτικων χολιγουντιανών οδοντοστοιχιών… Δηλαδή προ πολλού.

Το μόνο που με φοβίζει τώρα, είναι μήπως μετά ξανανυστάξω και κοιμηθώ και δω στον ύπνο μου κανέναν από δαύτους τους Έλληνες πρωταγωνιστές, σκαρφαλωμένο σε καμια σκάλα φορώντας μασαζοκαλσόν να βάφει χαμογελώντας με κάτασπρα δόντια λέγοντας ότι το θαυματουργό ροδάκι του έχει χαρίσει υπέροχους κοιλιακούς και του έχει αλλάξει την ζωή!

Α! Και να σας πω! Πείτε κι εσείς καμία αστεία διαφήμιση telemarketing ή ανεβάστε κανένα βίντεο… Τρελαίνομαι για κάτι τέτοια!

Να βάλουμε και credits; Ας βάλουμε. Η φωτό είναι από (πού αλλού;) το telemarketing.gr και οι άλλες δικές μου…

Un articolo di Roberto La Pira

Ogni giorno ricevo telefonate di banche, assicurazioni, venditori di vino, di tariffe telefoniche, illustri sconosciuti che mi propongono opportunità da no perdere. A volte c’è addirittura uno spot  registrato.

Questo assedio è destinato ad aumentare. Queste perplessità sono confermate  dall’Autorità Garante per la privacy che esprime forte preoccupazione per gli effetti negativi che possono derivare dalle nuove norme in materia di telemarketing introdotte dal “decreto legge Ronchi” approvato oggi dalla Camera.

«Il problema maggiore – dice il Garante – riguarda  l’istituzione di un registro pubblico al quale devono iscriversi le persone  che non vogliono essere disturbate da telefonate pubblicitarie o commerciali. Si rischia, inoltre, di causare ulteriori molestie ad abbonati e utenti, che, almeno fino a quando non sarà istituito il registro, si vedranno di nuovo massicciamente contattare da aziende, gestori telefonici, società di servizi con le offerte più diverse».

La norma prevede che possano essere contattati a fini promozionali anche coloro che a suo tempo avevano manifestato la volontà di non ricevere più pubblicità telefonica. L’Autorità Garante per la privacy esprime dubbi sull’effettiva efficacia del registro, il quale peraltro non verrà gestito dall’Autorità garante della privacy ma da un organismo da individuare.

Articoli correlati:
http://paoblog.wordpress.com/2009/04/29/infostrada-i-call-center-e-la-privacy/
http://paoblog.wordpress.com/2009/05/26/la-fastweb-ed-i-call-center-sempre-peggio/

Fonte: http://robertolapira.nova100.ilsole24ore.com/

Dunque ieri, 19 novembre, alla Camera è stato dato il via libera al decreto Ronchi che prevede, tra l’altro, la liberalizzazione dei servizi pubblici locali, compresa la gestione delle risorse idriche.

Nel “tra l’altro” vi sono nuove importanti norme in materia di telemarketing che rischiano di azzerare il lavoro del Garante degli ultimi anni tutto improntato alla salvaguardia della pace domestica dalle c.d. telefonate serali di disturbo attraverso il rigoroso principio del consenso preventivo dei destinatari.

Cosa cambia?

Registro pubblico: è istituito un registro pubblico al quale dovranno iscriversi quanti non vogliono essere disturbati da telefonate pubblicitarie o commerciali (opt-out)

Prima dell’istituzione del registro: abbonati e utenti si vedranno di nuovo massicciamente contattare da aziende, gestori telefonici, società di servizi con le offerte più diverse

Efficacia retroattiva: potranno essere contattati a fini promozionali anche coloro che a suo tempo avevano manifestato la volontà di non ricevere più pubblicità telefonica

La risposta del Garante non si è fatta attendere.

L’Authority per la privacy ha subito espresso forte preoccupazione riguardo agli effetti negativi che potranno derivare dalle nuove norme in materia di telemarketing introdotte dal “decreto legge Ronchi”, appena approvato in via definitiva dalla Camera, manifestando sconcerto anche per la mancata previsione del suo parere formale sull’istituzione del registro, sul cui funzionamento e sulla cui organizzazione l’Autorità viene tuttavia chiamata a vigilare.

Pur riservandosi di verificarne in concreto il funzionamento, l’Autorità esprime infine dubbi sull’effettiva efficacia del registro, il quale peraltro non verrà, come erroneamente riportato da notizie di stampa, gestito direttamente dal Garante, ma da un ente o organismo diverso, ancora da individuare.

Se publicaba ayer un estudio sobre la cantidad de empleo que generaba el contact center en el Reino Unido. Un 3% de las personas trabaja en los más de 5000 centros que existen en este país. Esto me lleva a plantearme una reflexión: ¿Por qué en España tan sólo el 0,5% de los trabajadores lo hacen en un contact center?

Me comentaban en Twitter que una causa es que tenemos mucho empleo en outsourcing, pero esta situación se da de igual forma en UK respecto a la India, y además desde hace mucho más tiempo.

No tengo muchas referencias de la situación de los contact centers en el Reino Unido pero me da la sensación que allí se ha convertido en una industria muy fuerte, que el grado de profesionalización y eficiencia es netamente superior, y que probablemente muchas empresas acudan a éstos a externalizar sus servicios. Precisamente estas causas inciten a la creación de mucho más empleo.

Esto me vuelve a reafirmar en que uno de nuestros grandes retos es la mejora de nuestra imagen ante la sociedad, aportando servicios de verdadero valor, poniendo en los puestos clave a los mejores profesionales ( el puesto clave ya sabéis todos cuál es), mirando más allá del precio por hora e invirtiendo en las personas, las que todavía hoy siguen siendo las grandes olvidadas en este negocio.

Which qualities make a salesperson a top performer?

Energetic?
Money-motivated?
Aggressive?
Outgoing and gregarious?
Strong product knowledge?
Experience selling complex products and services?

None of these describes “Denise,” a top-performing salesperson I interviewed recently. In fact, her resume probably wouldn’t reach the inbox of most prospective employers. She’s over 60, friendly but not outgoing and motivated by more than commissions as a measure of success. She has so little product knowledge that she emphasizes that fact when working with prospects (more about that in a moment). But if you met her, you’d be glad you didn’t have to earn your living selling against her. She dominates her competitors.

Wondering what killer attribute she has? It’s empathy. In a sales world in which her competitors are shouting in their own language, Denise learned a long time ago that, “to an octopus, 50 means nothing.”

When I saw how empathy creates sales success for Denise, I wondered if other sales professionals had similarly identified this essential competency. So I asked an experienced sales recruiter, Natalie Buford-Young of The Rainfield Group, whether empathy matters. I was surprised by her answer because she told me that she has never worked with an employer that has specified “empathy” as a candidate requirement. Not once. But Buford-Young’s expertise enables her to fill the knowledge gap for her clients because she views empathy, along with ego, as the attributes that every salesperson must possess for success, and she carefully screens her candidates accordingly.

Buford-Young’s straightforward answer belies the complexity of uncovering the empathetic behaviors of a great salesperson. While most sales managers eagerly focus on ego-related interview questions (How did you perform against quota in the last five years? What did you W-2 last year? What was the amount of your latest quota? What was your largest sale?), they are much less adept at uncovering empathy. One question that should be at the top of the list: How does the world look through your customer’s eyes?

Here’s how Denise became a top performer by imbuing that perspective in everything she does.

• Outside-in viewpoint. According to Denise, “Before my (prospecting) phone call, I envision the person I’m calling in their office, along with what’s in their surroundings. I think about what they are doing when my call comes in. I think about what they did five minutes before, what’s on their calendar that day and what pressure they might be facing at home. From there, I think about what I’m going to ask and say. Then I make my call.”
• Common concern for the prospect’s objectives and goals. Denise not only knows what motivates her customers, but also, she believes in the same principles. She described it this way: “My clients are cause-driven. I share the same interest in those causes.” Shared values create a bond.
• Meaningful discovery through asking the right questions. Here’s where Denise’s limited product knowledge serves her well. She eliminates the common trap of “showing but not selling.” And because her ego enables her to know where she wants to lead her prospect, she guides the person there by asking the right questions. In fact, she has sold many software licenses by beginning with this caveat before a demo: “I’ve never run this function before, but let’s step through this together and we can see how easy it is. Now, how would you start out with … ?”
• Insightful dialog. A conversation with Denise is a far cry from the cliché salesperson portrayed in Dan Ackroyd’s famed Saturday Night Live Bass-o-Matic sales infomercials. Denise is soft-spoken and articulate. While her voice quality is pleasant, she commands attention because she is adept at sharing her insight about what her customer has said. Her conversations follow a self-supporting pattern: Ask a question. Listen. Restate the answer better than how she heard it. After hearing several of her customer calls, I could clearly see that in the course of going from Cold Call Telemarketer to Trusted Advisor, Denise is a Lamborghini.
• Appropriate humility. Denise always walks a fine line where others fall off. She’s intelligent without being pompous. Articulate but not highfalutin. Knowledgeable but not pedantic. Most important, she knows her customer’s priorities and how the product she sells fits into that schema. She knows the daily pressures her customers face and how her interactions are perceived. These important aspects are often lost as salespeople pursue ever-higher quotas and sales goals. Compare Denise’s approach with the get-around-the-gatekeeper-any-way-you-can mentality, and you’ll recognize why most telemarketing voice mail messages never get heard and most emails hit the spam bucket, forever unread. In a statement that at first seems counter-intuitive, Denise attributes her high-close ratio to the fact that “there is no sales urgency in my voice.”
• Courtesy. Denise doesn’t deny that some people she must work with can impede her, but she treats everyone with appropriate courtesy and respect. She believes that the same people her competitors may try to avoid can be of critical importance for gaining access to decision makers.
• Knowledge of the world outside of business domain. Denise brings a broad view of the world to her sales relationships. She’s well-read and very comfortable talking about complex issues that transcend geographic and topical boundaries. Think that’s not important for a person who mainly uses the phone to complete sub-$10,000 sales? I listened intently as she spoke to an Indian-surnamed prospective client three time zones away in Atlanta about literacy issues in India and what those issues mean for that country’s global competitiveness. She booked an appointment to talk with the client again the following week. A Lamborghini going from Cold Call Telemarketer to Trusted Advisor.

As Denise demonstrates, empathy is really an umbrella-term, and the best sales results will be achieved when empathy is viewed as a guideline for salespeople–not as a prescription. Empathy yields patterns of positive sales behaviors that don’t need to be culled into neat checklists, micromanaged at every quarterly sales review. “Be courteous to the front desk receptionist,” is a hollow admonition to a salesperson who doesn’t understand what empathy means for building a valuable business relationship. Uncovering a salesperson’s propensity for empathy will help identify a potential sales star. Nurturing empathetic behavior once it’s found will be the next great management challenge.

Muitas vezes, a diferença entre o remédio que cura e o veneno que mata é apenas a dose que se ministra ao paciente. Quem faz em excesso uma coisa boa, pode acabar obtendo um resultado ruim.

E centenas de milhares já inscreveram seus números de telefone na lista de bloqueio do Procon. Inclusive este que vos escreve. Aliás, se você também quiser incluir seu telefone nessa lista, basta clicar neste link: www.procon.sp.gov.br/BloqueioTelef
Marcelo Cherto

Após quase um ano e meio de blog no ar, este autor que vos fala precisa revelar um segredo: dormir apenas quatro ou cinco horas por noite não garante que, nas 19 ou 20 restantes de um dia, eu consiga fazer tudo o que preciso, quero e gosto. Desde sua criação, o “Senhor, estarei te irritando…” me gerou diversos frutos. Inclusive oportunidades profissionais – não confundir com “oportunidade de ser um blogueiro profissional. E justamente por isso, acabou fazendo com que eu tivesse cada vez menos tempo para ele.

Meu atual emprego está totalmente voltado para as novas mídias. Porém, mais do que trabalhar com internet e mais do que praticar o jornalismo, perseguir oportunidades de escrever por prazer tem sido quase que uma obsessão. E unir isso a outras paixões pessoais, de preferência ganhando uma grana, já é um objetivo alcançado, com a revista do Flamengo, na qual sou redator-chefe.

Acontece que escrever é um vício, assim como ler. E a gente sempre quer mais. Seja a troco de grana ou pelo simples prazer de escrever.

Sou leitor assíduo do site da Revista M…, espaço que considero uma das várias ilhas de inteligência num oceano de “miguxices” e “blogs oportunistas que escrevem sobre os assuntos do momento só para aparecerem no topo da busca do Google”, dentro da internet brasileira. Além disso, conheço há alguns anos o Ulisses Mattos, um dos editores da M…

Alguns meses atrás, tive o prazer de embarcar @Na_Kombi, um perfil coletivo de humor da @revista_M no Twitter, para falar sobre telemarketing. Depois, fui convidado pelo Ulisses a participar de um outro projeto muito legal da revista, o Movimento Twitterário. Custei, mas tive o prazer de escrever um texto, que foi publicado hoje: “Irritando e tuitando”.

No mais, caro leitor, lendo tudo isso aqui em cima, não pense que listei uma série de desculpas para deixar o “Senhor, estarei te irritando…” de lado.  Sei que estou em dívida, inclusive de uma análise prometida no longínquo post anterior. Mas prometo tirar o atraso. Nem que isso me custe uma hora diária a menos de sono.

I think that everyone knows about the National Do Not Call Registry.  However, what do you do when you keep getting calls from a company that you have bought things from in the past?

Over the years, I have bought quite a few family DVDs and workbooks for my kids from a specific company.   In fact, I have purchased just about every item that they own.  Unfortunately, I continue to get robo-calls from them at home to try and get me to purchase the few remaining items that they sell that I don’t have.

Quite annoyingly, these calls come in once a month or so and I have gotten very tired of them.  The phone rings, I answer it, I hear the auto-greeting and then am connected to a sales person who tries to go through his sales pitch.  I listen politely and then at the first pause, explain what we have purchased and explain that I do not want the remaining 5% of their product.

I then explain that I don’t want to get any more calls from them and ask them to either remove me from their list, or to only call when they have new products (which are supposed to come out in 2011 or 2012).

They sympathize, agree, and then tell me that they are going to take care of it.  I hear the tapping of their keys as they note my wishes in their computer systems.

I go happily on my way until one month later….

When they call me again.  And we start the cycle all over again.

I haven’t told you the name of this company (although I have mentioned  them before on my site) because I am giving them ONE MORE CHANCE!

So, here is what I expect them (or any other company that markets to their prior Customers) to do:

1 – Set up a process for Customers to request they not be called (or called except for specific items).  By set up, I mean that make sure that your computer systems can handle these types of requests.

2 – Set up an escalation process so that your sales people can handle people (like myself) who get very upset at the continued calls.

3 – When there is an issue (such as the one I keep having), set up a process so that a manager will follow up and ensure that the issue is handled.

These are not difficult concepts, I am giving them one more time to ge tit straightened out. If not, I will publish their name and contact info, along with their CEO’s home address and phone number, which was readily available using Google.

I hope they’re reading this, and I thank them in advance for taking care of this.

Brandon

P. S. I am a little irritated tonight from them, please, excuse my rudeness.

La publicidad en internet se diferencia del resto de sus competidores debido a que permite a sus anunciantes enfocarse a un público mucho más definido.Los dos principales componentes de una campaña de Publicidad en internet son posibilitar un mayor número de visitas y lograr que el usuario se transforme en cliente o cliente potencial. publicidad en internet Un usuario llega a ser un cliente cuando el producto ofrecido es de calidad.

http://business2businessmarketing.blogspot.com/2007/04/telemarketing-response-rates.html

El cliente de interes suele mantiener relaciones no muy estrechas. Es más bien directo, con los pies firmemente en la tierra; un tanto brusco en su forma de hablar. Intentara dominar la situación por su talla, o si no es físicamente muy fuerte, a través de sus conocimientos muy competentes en todos los asuntos. publicidad en internet Es una persona de acción, ineresada por el control y los resultados, habla de totales y beneficios. Es competitivo y ganador.

UPDATE: The Twitter Sales Leads tool mentioned below is now available in BETA version – click here.

I spent a chunk of last week telling people about our forthcoming Twitter Sales Leads tool and how it will help them engage with people using Twitter to tweet their needs for products or services.

This feature will be included in our Pro Network membership of WeCanDo.BIZ and not only help you find sales leads amidst the 27 million daily tweets posted on Twitter (source: Pingdom via Brian Solis) but through WeCanDoCRM Social CRM also help you to track them.

Pro Networker, including access to Twitter Sales Leads and the full Social CRM system, costs £19.95 per month.  No one I mentioned the price to baulked, possibly because they may be spending many times that on a Cloud/hosted CRM system like Salesforce.com, as well as email marketing from VerticalResponse or Constant Contact.  Certainly, in a previous life I have frequently spent over £100 a month on hosted CRM and a separate hosted email marketing system.  And that’s before you factor in the cost of the customer data!

All of this got me wondering just where people’s expectations are as far as the cost of a sales lead (CPL – Cost Per Lead).  So I decided to draw up some comparisons with methods I have advocated in the past.  I’d love to read your comments.

First off, let’s agree what a sales lead is.  Or isn’t.  It isn’t a line in a file of email addresses you’ve bought off some outfit in Florida compiled specifically for spamming.  It isn’t a click on a website.  It isn’t a name ina phone directory you think you may be able to sell something to.  As I’ve said throughout my career — which has included stints as sales directors as well as 11 years spent running my own companies — there’s no lead without a need.  In other words, if someone doesn’t have a reason to buy we should assume they probably won’t (impulse buys only go up to a certain, small, value and don’t happen much in business).  So a “real” lead is you engaged in dialogue with someone who has identified they have a reason to buy; a need brought on by suffering some sort business pain in a B2B (business to business) context; and they’ve shared that need with you.

So, some methods of lead generation:

Telesales/telemarketing — CPL £200 – £385
We’re talking outbound ‘phone based campaigns in order to find prospects within a list of contacts.  It may be you have those contacts already (they can go out of date quickly) or have brought data in for the purpose.  I’m going to assume the latter here, which adds a little to the cost.

• Telesales person at £200 – £350/day, depending on the knowledge required to sell the product/solution
• 100 records required for a day of calling at £0.35 a contact from Corpdata = £35/day
• Likely out come of 1 qualified lead from 100 ‘telephone lifts’ (calls made including no connections, voicemails etc.), but a likely 35 ‘meaningful conversations’ (discussion with the correct person where you can realistically determine their need and ability to buy)

Web advertising (banner) — CPL £30 – £50
Here I am talking aboout the sort you see as banners along the top and down the side of websites.  I have contacts into a media buying agency who represent a number of information technology vendors that work this way and will pay a pretty penny for the details of someone who has submitted their details as an information request, request for trial or demo or somesuch.  Qualified lead?  You can’t be sure they have an explicit need which is motivating them to fill out a form, but this method is likely to produce a conversion rate higher than many of the rest.  Above is a typical example of what companies pay a supplier of leads from a banner on their site when sourcing through a media buyer.

Web advertising (affiliate) – N/A
We have taken a look at a few affiliate programmes, such as SilverTap, and they tend to work by paying a commission on sales generated from clicks to a website — you’ll have sent them over through a special URL behind a banner.  There is typically no cost to join such schemes and 10% commission is fairly typical on a sale, but because it’s tough to attach a specific value to this — and also because in all other methods we’re looking at CPL not Cost Per Sale, we can’t factor this in.

Web advertising (Google Adwords) — CPL £21.50
This is a far more common way of winning leads for most small businesses because it’s so easy to implement.  You go to Google, enter the text for a banner and then state which search terms you want it displayed against.  It shows you what each will be worth.  Marketing research firm Efficeint Frontier suggests (source information at the bottom of this article) an average Cost Per Click from Google is $0.72 (that’s £0.43 in old money) and we’ve had some agreement from others on our assumed conversion rate from clicks to enquiries.

• Typical cost per keyword £0.43
• Typical rate of clicks to enquiries of 50:1

Email marketing — CPL £179
This method feels like one of the cheapest and it’s no wonder it’s used by so many small businesses, as an email costs just pennies to send.  For our figures here we have factored in the cost of the data again and the cost per mail (typical) of using VerticalResponse, one of the leading email marketing solutions.  No doubt there are ways of getting emails cheaper by using less reputable services and by buying in volume, but we’ve assumed here buying in and mailing out to a quality list of 5,000 contacts.  Note that once the contact list is purchased that is typically reusable many times over the year, reducing the CPL as more opportunity comes from the existing data.  We’re also assuming not ALL click through swill turn into enquiries, but that 1 in 10 will — a higher conversion rate than Adwords because the list will have been part qualified when selected and the email would have better described what’s on offer than a small display ad.

• 5,000 records at £0.35 a contact from Corpdata = £1,750
• 5,000 email credits in VerticalResponse at $60 = £35.72
• Typical click through rate of 2% = 100 website visits
• Typical rate of clicks to enquiries 10:1

Twitter Sales Leads tool — CPL £1
Now I accept we are yet to go live and get any real stats confirmed by customers, but we have been running the Twitter Sales Leads tool in test for a couple of weeks and several of our users have confirmed they have seen a typical list of 60 – 90 leads popping up in the results.  Our own research shows that one you take out duplicates caused by retweets, inexact keyword matches etc. then this total list probably comes down to somewhere around 20 – 30 leads that you’d respond to and probably create as Sales Leads in your WeCanDoCRM Social CRM system so you can track through to a sale.

Conclusion
Perhaps it’s predictable we’d come out on top of the comparisons above, but we believe it is still a worthwhile and accurate comparison of the vearious methods open to win new business.

And let’s face it, we wouldn’t be adding Twitter Sales Leads if we didn’t think it represented a great way to grow your business online!

As always, we welcome your comments to just post a reply below, especially if you disagree with any of the above calculations and can provide alternative stats.

UPDATE: We’ve updated the above with new Cost Per Click stats for Google Adwords based on figures produced by Efficeint Frontier (source data here and here) sent in to us by Dan of PPCAdSolutions. Thanks Dan!

We’ve had someone from the Adwords world step forward to help improve our calculations, how about representatives from telesales/telemarketing and the other methods we mention assisting us to update our cost comparison?  Don’t be shy!