Outbound campaigns require a different strategy than inbound calls. You need thorough and careful planning long before you launch your campaign and serious background work during and after it. Finding the most effective way to contact your customers and prospects is critical to business.
Besides, outbound campaigns go beyond sales calls. You can use it for debt collection, prospecting, appointment setting, surveying, and so on.
In this article, you’ll learn how you can max out your next outbound campaign from the planning phase all the way to the end. While many are reluctant to making cold calls, there is an effective, ethical way of doing it. Follow our golden rules for a successful outbound campaign and make the most of your next project!
1. Define the Goals and KPIs of Your Outbound Campaigns
Start with the end in mind. What is the desired outcome of your campaigns? What is the end goal? How do you know you’re on the right track?
Next, determine your most important metrics and KPIs. It lets you keep track of your progress and recognize when you need to tweak your current settings.
While these metrics can vary depending on your industry and type of outbound campaigns, we recommend tracking:
- The cost per acquisition (the cost of acquiring one paying customer on a campaign)
- The success or conversion rate (the number of conversions or successful events divided by the total number of reached prospects)
- The average handling time (how much time it takes for one agent to complete a call
- The connection rate (how many clients do you actually reach from your database)
By tracking the results and performance of your campaign in real time, you’ll know what to update, tweak and modify.
You won’t know everything right off the bat. The only way to avoid wasting time and money is to catch flaws early on and do more of what works well.
2. Create a Bulletproof Script
A great script is essential when working with multiple operators on a large database. While you want to add all the necessary information to it about the contacts and your business, make the script concise and easy to digest, so your agents can say everything quicker and without too much thinking or hesitation.
In other words, your contacts will appreciate that the agents are nice and get to the point fast, while the agents can remain confident in their knowledge and feel prepared for unexpected situations.
Sure, i’s great to let your agents use their own words, but if they need to make dozens of calls each day, it’s easy to get overwhelmed. Not only do you support your agents with a good, well-written script (and prevent burnout!), you also increase your chances of converting contacts to leads and customers.
As we mentioned before, don’t stick to the first version. Make sure your software lets you update your scripts at any moment even when the campaign is already live.
By listening to calls that worked better than others, talking to your agents, reading reviews, and learning more about your clients in general, you’ll get a better understanding of what makes your potential customers tick, and your scripts keep on improving.
The more contacts you have, the more different personalities you will face, so it’s useful to add different scenarios to the agent script.
Once you put the script together, make a few test calls to see how it works in real life. Sometimes words just don’t flow the same when you say it out loud!
The bottom line: create a strong, flexible, concise script, and never stop optimizing it.
3. Ensure Data Quality
You can’t run an outbound campaign without having a list of contacts to call.
But even if you purchase a database with tens of thousands of phone numbers, if the quality of those contacts is bad, you’re just throwing money down the drain.
First, make sure your database comes from a reliable, legal source.
Second, have the right data. What information do you need for your campaign? Is a phone number enough, or do you need to know their date of birth or occupation?
Third, make sure the list is still up-to-date. Never buy old lists, because contact details can change rapidly. The more incorrect, outdated information you have in your database, the fewer calls will go through. Also, many campaigns are time-bound. Imagine selling roof tiles to people who just started building their houses versus those who finished two years ago!
To make sure you have a high-quality database, we recommend running a test.
Take a sample of your database. For example, if you have 10,000 contacts, take 100 randomly, and start dialing. This will give you an idea.
Again, it’s important to be flexible. Make sure your contact center software allows you to update your database with new information, and add new contacts, at any point during your campaign.