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How do I persuade my customers to invest in integrated marketing?

I own an integrated marketing company in Vancouver and many people who call me for business are interested in telemarketing only. I often feel that telemarketing is not the best avenue for them to get ROI for their marketing dollars. But as soon as I attempt to explain it, they leave and never come back. How do I deal with this dilemma?

18 Replies

Barry Braunstein
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Barry Braunstein Entrepreneur
Principal at Crossroads Business Consulting
AMEN! Telemarketing is becoming less and less effective - people are being overwhelmed with calls (and other media), both at the business and consumer level. I'd point them to some of the research reports (there are many) that talk about Inbound Marketing and other newer strategies that are more effective. And also educate them that the world is changing as millennials rise to decision making positions - they are more used to researching solutions on the internet first, the whole "buyers" journey thing, etc.. Depending on the industry, inbound marketing (IMHO) is not enough, but it beats "dialing for dollars"..
Jeremy Villano
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Jeremy Villano Entrepreneur
Strategy & Business Development Professional
Can you provide case examples to your callers of how clients of yours moved from a telemarketing only approach to an integrated one? Do you offer to do a quick analysis or proposal for them (1 hour max)? Do you have a strong command of facts/trends/macro forces that you can call upon in the conversation to illustrate how the world has changed? How telemarketing is focused on bottom-funnel buying decisions, and not upper/middle funnel brand building and choosing decisions? I am currently helping a Direct Response agency move into more of a Performance Marketing space. A key observation that's been helping us with our legacy DR clients is showing them how nearly every vertical and modern brand has a balance of DR and Brand Response. That focusing on DR means they are leaving money on the table. We show them industry examples, but then also case examples of clients we've successfully migrated. We've also productized our diagnostic that we use for evaluating DR clients (legacy and otherwise) to help them see a vision for a more dynamic, modern future. The reality could also be that those customers aren't open to being convinced and you should just limit the time you spend on those calls and get back to building your business with consumers who want what you have to offer. Perhaps your value prop isn't as clear as it needs to be? Best of luck! Jeremy
Derrick Duplessy
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Leader, Teacher, Career Coach
Hey Ekaterina, I would suggest offering to send them a case study of how you've implemented integrated marketing for another business. If you don't have a blog just write the post on Medium.
Chuck Bartok
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Chuck Bartok Entrepreneur
Marketing and Sales Manager at MD Building Systems of Florida, Inc
I have been too simple for past 55 years.
When a customer requests a service...I provide it.
It may not be most effective.
BUT it is a lot easier to guide them through other options after we have implemented and analyzed results.
I don't have time and energy to educate the world.
Acquire the customer, deliver results, and then show your smarts.
BTW telemarketing done properly to the right persona is VERY effective.
Unfortunately so few want to learn how to apply effective methods
Ekaterina Sytcheva
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Ekaterina Sytcheva Entrepreneur
Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.
Thank you very much guys. I often send them to my testimonials page. I think it is still hard for many business owners to comprehend this.

Ekaterina Sytcheva
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Ekaterina Sytcheva Entrepreneur
Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.
Great advice Chuck :) I do this, but often they run out of budget and leave disappointed :(
Derrick Duplessy
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Leader, Teacher, Career Coach
Ekaterina, I tried the link and it did not work. Feel free to share it again. I would definitely suggest having a detailed case study instead of a testimonial quote. Unless the quote comes from a known company or authority in your space, case studies will always beat quotes in my opinion. Thanks,Derrick
Ekaterina Sytcheva
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Ekaterina Sytcheva Entrepreneur
Integrated Marketing and Lead Generation Expert,Owner of Prospect Solutions.
Thank you very much Derrek. Here is the link
Bob Snyder
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Bob Snyder Advisor
Editor-in-Chief, Channel Media Europe
We suffered from a similar problem some years ago. What we did was package our integrated program under a new label, using the name of the result they wanted. Let's say something like AddClients(TM). Something that implies you have a proven process. (We hope you have.)

We beefed up our testimonials and asked our happy customers to refer to the program by its new name (Yes, AddClients(TM) worked for me!)

Then we built up our arguments into a short brochure. We cut the cost slightly and we sold in units that allowed us to show success and yet allowed the client to proceed with easy renewal after that. In our case, it is a minumum 3 month program.

We tried numerous ways to explain how the program works in an integrated fashion (even the old finger vs fist analogy) until we found what works in our industry. You need to be graphic and make analogies.

Having explained all this, this is a good example of packaging a service. Telemarketing was not one of our areas, but this worked for our bundle of digital marketing.

I like the idea of Chuck that you can only spend so much time educating the customer. Either give them what they want and offer what you think best as a packaged premium service, or work harder to find those customers that agree with you.

Go on a mission: speak, offer webinars, write articles...give your mission the same name as your "package" of services and find like-minded customers.
Best of luck.
Rob Gropper
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Rob Gropper Entrepreneur
Director at PetHero, SPC - Member at Eastside Incubator - Principal at Tuxedo Technologies Group
Educating customers is hard, time consuming and expensive. Either let someone else do that or get them to pay you to educate them. I know nothing about marketing, but i do know sales. Trying to educate prospects about pains they don't know they have is hard. Trying to change their mind on a first call is a slippery slope. The good news is they are calling you. The bad news is it sounds like either the wrong people are calling you or the right people are calling for the wrong reason. You are the marketing expert so you know better than i how to make that change - to get the right people to call for the right reasons. Until that happens i would engage with them and build trust and establish my company as experts and then educate them while they are spending money with me. Engage them on the problem they think they need to solve and for which they are willing to compensate you, and during that process educate them on how they can be more effective using additional services.
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