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A consistent long term outbound marketing strategy pays off

Tuesday, December 01, 2015 Back

We understand that it can be difficult for businesses to see the results of an outbound sales strategy in the first few months.  But we know from experience that those who stick with it for three months or longer are more likely to achieve long term success.

“Some small sales were closed during the pilot, however regular sales were being closed from about the 6 month mark.”

That’s because it is the consistency of a long term strategy that generates the results. Similar to inbound marketing strategies, like SEM and SEO, you can’t just turn it off and then expect the same results as soon as you turn it back on.

“At the 3 month mark I was sure this would be a part of our long term sales strategy”

Gibsons Business Consulting has partnered with FMG for over 2 years booking face to face appointments.  Steve Ross, the Director at Gibsons, couldn’t be happier with the results.  We wanted to share his experience.

Q. During your initial 8 week pilot campaign did you sign any new clients or make any sales?

“Yes we made some sales and closed some deals”

A. Yes we made some sales and closed some deals. They were not big sales, but this along with the quality of the appointments being set was enough to show us the potential of the partnership. One of the biggest learnings during the pilot was that we were not set up properly internally to manage the leads coming in, so if anything, this period was a time for us to set the systems in place internally for us to manage this new channel of potential business.

Q. At what point of working with us were you really confident that this partnership was delivering the appointments you were wanted.

“… 3 months I was sure this would be a part of our long term sales strategy”

A. For me it was fairly early on – probably after about 3 months I was sure this would be a part of our long term sales strategy. My business partner did take longer (but he is definitely there now).

Q. How did you feel at the conclusion of your pilot campaign with regards to the appointments being made by FMG.

“This was a learning curve for both parties and showed me that FMG were the right partner for us”

A. In the early days some of the appointments being made were not quite right. We talked through this with our Account Manager and made some changes to the script to make sure the qualifying questions were right and we also had a detailed look at the lists we were using. This was a learning curve for both parties and showed me that FMG were the right partner for us, working through the issues until we were both happy. It was not a case of setting up the initial campaign and that was it.

Q. What made you decide to continue past the pilot and continue on with an ongoing campaign with FMG?

“In my mind I had committed to at least 6 months before we even started”

A. We continued straight on from our pilot with no question. I always knew when we first started that we needed to give the partnership a reasonable chance. In my mind I had committed to at least 6 months before we even started – there is no way that an 8 week pilot is long enough to have a real idea of what the eventual outcomes will be.

Q. What would you say to others who were still concerned with being able to demonstrate ROI and how the campaign was going at the end of their pilot?

"Some people think that partnering with a company like FMG is a magic pill"

A. I would say that for the duration of the pilot campaign is a time of learning. Some people think that partnering with a company like FMG is a magic pill – you sign up and it will cure everything and leads will land on your desk. This is not the case and the pilot is the time to get it right. Work with your partner, talk through anything you are concerned with and make changes until both you and they are happy. This is what we did with FMG over 2 years ago and have not looked back

Q. At what stage did you start to see a consistent flow of sales in your pipeline and sales closing?

"At about the 6 month mark we were regularly closing sales"

A. As I mentioned we did close some deals quite early on however they were smaller deals. It did take a bit of time for us start to close the sales we were looking for regularly. The quality of the leads were great from early on, but we didn’t have the systems or support set up internally to maximise them.

At about the 6 month mark we were regularly closing sales that were coming from the FMG appointments. Historically we have seen a sales cycle of around 3 months from the first appointment to sales being closed, and we have found this is consistent with the leads that FMG is bringing in.

Q. Is there anything else you would like to share about your experience working with FMG?

“…we actually see over 95% of the appointments made. Of those people we are putting together proposals for over 80% of them. This is exceptional”

In the business we are in we have come across a lot of telemarketing firms in our time and a lot of them can be best described as ‘ordinary’. FMG are different, it was obvious from the start working with their clients is a long term partnership for them.

Looking at results and the quality of leads FMG have brought to us what I can say is we actually see over 95% of the appointments made (obviously a few don’t happen for numerous reasons). Of those people we do see we are putting together proposals for over 80% of them. This is exceptional – we just need to get better at closing them! As I mentioned before this is a long term ongoing strategy for us and we plan on continuing to partner with FMG as we see real value in the partnership we have with them.

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