The Blame Game in Telemarketing

Blame and telemarketing results tend to go hand in hand if expectations are not met. Blame quickly gets directed towards quality of data or telemarketers skill or motivation.

Blame can be healthy. It allows discussions to be had in a frank and decisive manner. Much better than pussy footing around and making the same mistakes over and over.

However blame can be blind too. It may ignore underlying factors influencing results. It’s delivered out of frustration against financial or time orientated goals and sometimes can be emotional rather than rational or subjective instead of based on proper understanding of the facts.

So why am I writing about blame in telemarketing?

Well I want to share with you my views as someone running a telemarketing agency and having been on the receiving end of blame myself where results were not as good as hoped.

The first thing I will say us that I have very quickly learned to be highly analytical in both planning and execution. If I can understand how expectations are set at the beginning I can understand how to respond very early on when negotiating new business with a client and being honest about whether I believe Maxxy can deliver or not. I would rather not take certain projects on than run the risk of them not delivering satisfactorily or exceeding expectations. Otherwise I end up incurring costs for rework or even refunds but apart from that it damages the feel good factor which is important to me and my team.

So when it comes to blame my approach is to replace this with “early evaluation” instead!

This comes into play a lot earlier than blame and is more collaborative.

If for example a project requires 400 phone calls with an expectation of 5 appointments and 20 qualified leads I will put measures in place to give early indication of how likely those goals will be met. This may include details of number of call attempts, contact rate, levels of interest expressed along with details of leads or appointments.

This early indicator is great for taking control throughout a campaign rather than crossing fingers and hoping things work out OK.

I’ve also found that telemarketing is no different to other tasks within organisations in as much as if you work collaboratively with people there is a better chance of being successful by overcoming challenges and making improvements together based on combined skill, experience, and ideas,

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