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Telemarketing remains one of the most cost effective ways to drive new business — if you have the right person for the job. So how can you find, hire and support a telemarketing superstar? The short answer is, you probably can't
March 18, 2015
Telemarketing remains one of the most cost effective ways to drive new business — if you have the right person for the job. So how can you find, hire and support a telemarketing superstar?
The short answer is, you probably can’t. I’m not saying it can’t be done. I’m saying you — as a president of an IT company — probably can’t do it. Certainly you can find a talented engineer. Probably you can find a fantastic office manager. But a telemarketing superstar? Good luck.
Here’s why finding your next telemarketer will be somewhat of a challenge for you:
Telemarketing superstars aren’t job hunting. A great telemarketer isn’t making a vertical move. They find something they are great at selling, and they sell that. They sell so much of it that they blow their quota away and get compensated accordingly. If you find a fantastic telemarketer that wants to make a move, ask yourself — and them — why are they walking away from a full pipeline to start over again from zero and your small base salary? If it sounds too good to be true, it is.
Telemarketing superstars aren’t born — they’re made. You find someone who’s willing to do the job, you teach them to do the job, and you help them get better at the job. Do you have the skills to nurture a sales dynamo? Are you a sales dynamo yourself? No? You’re going to struggle when trying to support this new hire.
It takes us twelve weeks to create a new MSP telemarketing rep from someone who has never dialed for dollars before. More than 50 percent of the people we hire quit before the end of the training process — and the people we hire have been carefully screened, referenced and profiled using behavioural analysis to be successful at this role.
So what can you do? (You can hire us!) Or you can start looking within your organization for someone who could be successfully transitioned over to sales. Do you have a help desk team member that your clients adore? Do people rave about your receptionist? A loyal, enthusiastic employee who is already client-facing and customer service focused is your best choice to move towards sales development.
First, ask if they would be willing to try it. If the answer is no, let it go. Surprise job description changes lead to turnover. If they are willing, start them out slowly. Find them the resources they will need to become great — coaching, training — and prepare them for the change. Then gradually move them into that role a few hours at a time as they become more confident. Worst case scenario? It doesn’t work out and you get your great employee back in a role they were already performing in. Best case scenario? You’ve cultivated and nurtured talent, gained a loyal sales team member, and found a tonne of new business.
Carrie Simpson is founder and CEO of Managed Sales Pros.
President, Managed Sales Pros
Carrie has 20 years of inside and field sales experience. She is the founder of Cold Calls Lead Generation, a business to business sales appointment setting firm. For fourteen years she has helped technology companies sell more, more efficiently. Carrie spent two years building the Managed Services lead generation program at The Eureka Project before founding Managed Sales Pros, a sales cycle acceleration firm that focuses exclusively on the managed services ecosystem. She was named by MSPMentor as one of the 250 most influential people in the technology channel for 2013.
Carrie still cold calls daily. She is responsible for client strategy at Managed Sales Pros and is available for consulting, training and speaking engagements. Carrie’s client list includes MSP industry guru Robin Robins, RMM vendors AVG Managed Workplace and Nable by Solar Winds, Network Security firm OpenDNS, the document management startup ITGlue and emerging and established MSPs from Seattle to New York City.
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