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A common expectation among new autodialing broadcasters or businesses thinking about employing voicemail broadcasting is that the biggest portion of their transferred calls will end up being worthwhile leads. In most cases this is far from true. Nonetheless, despite the fact that a minority of responses prove to be quality leads, autodialer broadcasting can be utilized profitably in many situations, given a sensible approach and sound business systems. If a telemarketer is dialing a pitch to live-answered numbers only, and receiving press one live transfers to sales staff, we've seen many winning campaigns that receive only a 15%-25% "long call value". (Here a long call is characterized as a call where both individuals are on the call at the same time for a minimum of 1 1/2 minutes.) And this is not to mean that most of the "long calls" turn out to be classified as quality leads by the telemarketer. Far from it. Some telemarketers have told us that many times only 1/2 or even less of the long calls are qualified leads. This is why it is essential that a concern think about their business measurements carefully as they launch a voice broadcasting program. For example, if their overall cost for a "long call" is $25, and 1/2 of them are worthwhile leads, and they can in time close 1/4 of the worthwhile leads, then the cost of a deal for them is $200. If the profit for a single deal is not a lot higher than $200, their own business systems may make it impossible to employ voice broadcasting profitably. These numbers will change radically among industries, and are affected by both the pitch along with the target dialing list. For example, the make believe firm "Wonderful Web Widgets", wanting to sell website services to small business, would be wasting money to dial a campaign to an "all businesses" list, since such a list would include large firms (which they're not targetting), along with numerous small businesses that have not found a need to have a website. Why send a message to beauty parlors and accountants if these types of businesses aren't usually concerned with websites? This simply raises the cost of the reduced number of quality leads that are produced. Another thing to deliberate is the mode of the telemarketing program. The example above was about a live delivered message. How about answer machine / voicemail broadcasts? For most industries, the response rate for the live delivery - live transfer campaign is between 0.6% and 1.0%. Which turns out that for every 100 calls delivered to a live answered number, there is less than 1 transfer. For a campaign that delivers pitches on answer machines, the numbers will be significantly less, because the prospect will have to have sufficient interest to make a not of the callback number, and then dial it back, consuming a lot more work than simply "pressing 1" during a live message. These results are impractical for us to track, due to the fact that the calls back to the broadcaster don't utilize our dialing system, but broadcasters who use this method have told us that the call back ratio is often 1/4 to 1/3 of the live transfer rate for a similar script. For a person thinking about working with pre-recorded telemarketing as a lead production method, the recording is essential, the target market is critical, and the basic business systems are usually the most essential factor to debate when planning a lead generation campaign.
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